实时竞价广告研究述评
袁勇; 曾大军; 李娟娟; 秦蕊
Source Publication信息系统学报
2016-01
Issue1Pages:103-117
Abstract实时竞价(Real-Time Bidding, RTB)是大数据和计算广告技术相互融合而产生的精准广告投放与售卖模式,实现了互联网广告市场由购买“媒体”和“广告位”到购买“目标人群”的模式演进。本文介绍了新兴 RTB 市场的发展现状、关键参与者和投放流程,并在文献分析的基础上重点讨论了投标行为分析与投放策略优化、广告库存定价与渠道分配、商业模式与交易机制设计以及市场细分与投放效果分析等领域的热点问题。最后总结了 RTB 市场实践中亟待研究跟进的若干问题。
Other Abstract
Real-Time Bidding (RTB) is an emerging and promising business model for computational advertising in the age of Internet big data. Based on analysis of massive amounts of data generated by Internet users, RTB advertising has the potential of identifying in real-time the features and interests of target audiences of each impression, and automatically delivering advertisements via auction-based programmatic buying mechanism. RTB has significantly changed Internet advertising from the traditional way of “media buying” and “advertisement-slot buying” to “target-audience buying”, and is expected to be the standard selling model for Internet advertising in future. In this paper, we discussed the current situation of RTB market, its key participants and business processes. We also addressed several research topics including bidding behavior and strategies, yield management and optimal pricing, business model and trading mechanism design, as well as RTB market segmentation and advertising effect analysis.
Keyword实时竞价 计算广告学 互联网广告 大数据
Document Type期刊论文
Identifierhttp://ir.ia.ac.cn/handle/173211/17671
Collection复杂系统管理与控制国家重点实验室_先进控制与自动化
Affiliation1.中国科学院自动化研究所复杂系统管理与控制国家重点实验室
2.青岛智能产业技术研究院
Recommended Citation
GB/T 7714
袁勇,曾大军,李娟娟,等. 实时竞价广告研究述评[J]. 信息系统学报,2016(1):103-117.
APA 袁勇,曾大军,李娟娟,&秦蕊.(2016).实时竞价广告研究述评.信息系统学报(1),103-117.
MLA 袁勇,et al."实时竞价广告研究述评".信息系统学报 .1(2016):103-117.
Files in This Item: Download All
File Name/Size DocType Version Access License
19112928936w.pdf(586KB)期刊论文作者接受稿开放获取CC BY-NC-SAView Download
Related Services
Recommend this item
Bookmark
Usage statistics
Export to Endnote
Google Scholar
Similar articles in Google Scholar
[袁勇]'s Articles
[曾大军]'s Articles
[李娟娟]'s Articles
Baidu academic
Similar articles in Baidu academic
[袁勇]'s Articles
[曾大军]'s Articles
[李娟娟]'s Articles
Bing Scholar
Similar articles in Bing Scholar
[袁勇]'s Articles
[曾大军]'s Articles
[李娟娟]'s Articles
Terms of Use
No data!
Social Bookmark/Share
File name: 19112928936w.pdf
Format: Adobe PDF
All comments (0)
No comment.
 

Items in the repository are protected by copyright, with all rights reserved, unless otherwise indicated.