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With the rapid development of big data analytics in online marketing, real-time bidding (RTB) has emerged as a promising business model in recent years, and now becomes one of the major online advertising channels. Based on analysis of Web Cookies, RTB platforms are able to precisely identify the features and preferences of target audiences visiting publishers' websites, and forward the generated...
With the ever-growing popularization of Real Time Bidding (RTB) advertising, the Ad Exchange (AdX) platform has long enjoyed a dominant position in the RTB ecosystem due to its unique role in bridging publishers and advertisers in the supply and demand sides, respectively. A novel technology called header bidding emerged in the recent one or two years, however, is widely believed to have the potential...
Real time bidding (RTB) has become an emerging online advertising with the development of Internet big data in recent years. In the whole RTB ecosystem, the Demand Side Platform (DSP) plays a central role, and it realizes the programmatic and accurate buying of the advertisements for the advertisers via a two-stage auction. In RTB business logics, DSP plays as an intermediary between the advertisers...
When online advertising met the big data technology, programmatic buying has become more and more popular, in which Real Time Bidding (RTB) is regarded as one of the most important formats of programmatic buying advertising. In RTB advertising markets, there is a two-stage auction process for each ad impression, in which Demand-Side Platforms (DSPs) adopt a two-stage resale model to get their revenues...
Real Time Bidding (RTB) is a novel business model of online computational advertising with the integration of Internet economy and big data analysis. It can help advertisers achieve the precision marketing through the market segmentation strategies of Demand Side Platforms (DSPs). Based on a mathematical programming approach, this paper studied DSPs' strategies for market segmentation, and established...
Benefited from the high-speed development of Internet and the popularization of big data technology, Real Time Bidding (RTB) emerged and developed quickly, and has become one of the most important and popular model for online computational advertising. In the pay-per-impression based RTB advertising, frequency capping is undoubtedly one of the most crucial issues faced by advertisers and Demand Side...
Real Time Bidding (RTB) is an emerging business model and a popular research topic of online advertising markets. Using cookie-based big-data analysis, RTB advertising platforms have the ability to precisely identify the features and preferences of online users, segment them into various kinds of niche markets, and thus achieve the precision marketing via delivering advertisements to the best-matched...
With the rapid development of big data analytics in online marketing, real-time bidding (RTB) has emerged as a promising business model in recent years and now becomes one of the major online advertising channels. Based on analysis of Web Cookies, RTB platforms are able to precisely identify the features and preferences of target audiences visiting publishers' websites, and forward the information...
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