Exploring the optimal granularity for market segmentation in RTB advertising via computational experiment approach
Qin, Rui1,2,4; Yuan, Yong1,2; Wang, Fei-Yue1,2,3; Yuan Yong
2017-07-01
发表期刊ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS
卷号24期号:NA页码:68-83
文章类型Article
摘要Real Time Bidding (RTB) is a novel business model of online computational advertising, developing rapidly with the integration of Internet economy and big data analysis. It evolves the business logic of online ad-delivery from buying "ad-impressions" in websites or ad slots to directly buying the best-matched "target audiences", and thus can help advertisers achieve the precision marketing. As a critical part of RTB advertising markets, Demand Side Platforms (DSPs) play a central role in matching advertisers with their target audiences via cookie-based data analysis and market segmentation, and their segmentation strategies (especially the choice of granularity) have key influences in improving the effectiveness and efficiency of RTB advertising markets. Based on a mathematical programming approach, this paper studied DSPs' strategies for market segmentation, and established a selection model of the granularity for segmenting RTB advertising markets. With the computational experiment approach, we designed three experimental scenarios to validate our proposed model, and the experimental results show that: 1) market segmentation has the potential of improving the total revenue of all the advertisers; 2) with the increasing refinement of the market segmentation granularity, the total revenue has a tendency of a rise first and followed by a decline; 3) the optimal granularity of market segmentation will be significantly influenced by the number of advertisers on the DSP, but less influenced by the number of ad requests. Our findings show the crucial role of market segmentation on the RTB advertising effect, and indicate that the DSPs should adjust their market segmentation strategies according to their total number of advertisers. Our findings also highlight the importance of advertisers as well as the characteristics of the target audiences to DSPs' market segmentation decisions. (C) 2017 Elsevier B.V. All rights reserved.
关键词Real Time Bidding Demand Side Platforms Market Segmentation Computational Experiment
WOS标题词Social Sciences ; Science & Technology ; Technology
DOI10.1016/j.elerap.2017.07.001
关键词[WOS]DESIGN ; MODEL ; STRATEGY ; AUCTION ; PRODUCT
收录类别SCI ; SSCi
语种英语
项目资助者National Natural Science Foundation of China(71472174 ; Early Career Development Award of SKLMCCS(Y6S9011F4G ; 61533019 ; Y6S9011F4H) ; 71232006 ; 61233001)
WOS研究方向Business & Economics ; Computer Science
WOS类目Business ; Computer Science, Information Systems ; Computer Science, Interdisciplinary Applications
WOS记录号WOS:000407733600006
引用统计
被引频次:7[WOS]   [WOS记录]     [WOS相关记录]
文献类型期刊论文
条目标识符http://ir.ia.ac.cn/handle/173211/15435
专题复杂系统管理与控制国家重点实验室_先进控制与自动化
通讯作者Yuan Yong
作者单位1.Chinese Acad Sci, Inst Automat, State Key Lab Management & Control Complex Syst, Beijing, Peoples R China
2.Qingdao Acad Intelligent Ind, Inst Parallel Econ, Qingdao, Peoples R China
3.Natl Univ Def Technol, Res Ctr Mil Computat Expt & Parallel Syst, Changsha, Hunan, Peoples R China
4.Chinese Acad Sci, Beijing Engn Res Ctr Intelligent Syst & Technol, Inst Automat, Beijing, Peoples R China
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Qin, Rui,Yuan, Yong,Wang, Fei-Yue,et al. Exploring the optimal granularity for market segmentation in RTB advertising via computational experiment approach[J]. ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS,2017,24(NA):68-83.
APA Qin, Rui,Yuan, Yong,Wang, Fei-Yue,&Yuan Yong.(2017).Exploring the optimal granularity for market segmentation in RTB advertising via computational experiment approach.ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS,24(NA),68-83.
MLA Qin, Rui,et al."Exploring the optimal granularity for market segmentation in RTB advertising via computational experiment approach".ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS 24.NA(2017):68-83.
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