A survey on real time bidding advertising
Yuan, Yong; Wang, Fei-Yue; Li, Juanjuan; Qin, Rui
2014-10-08
会议名称2014 IEEE International Conference on Service Operations and Logistics, and Informatic
会议录名称Proceedings of 2014 IEEE International Conference on Service Operations and Logistics, and Informatic
会议日期October 8-10, 2014
会议地点Qingdao, China
摘要
Real-time bidding (RTB) is an emerging and promising business model for online computational advertising in the age of big data. Based on analysis of massive amounts of Cookie data generated by Internet users, RTB advertising has the potential of identifying in real-time the characteristic and interest of the target audience in each ad impression, automatically delivering best-matched ads, and optimizing their prices via auction-based programmatic buying scheme. RTB has significantly changed online advertising, evolving from the traditional pattern of "media buying" and "ad-slot buying" to "targetaudience buying", and is expected to be the standard business model for online advertising in the future. In this paper, we discussed the current market practice of RTB advertising, presented the key roles and typical business processes in RTB markets, and summarized the current research progresses in the existing literature. The aim of this paper is to provide useful reference and guidance for future works.
文献类型会议论文
条目标识符http://ir.ia.ac.cn/handle/173211/19640
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
作者单位The State Key Laboratory of Management and Control for Complex Systems, Institute of Automation, Chinese Academy of Sciences
推荐引用方式
GB/T 7714
Yuan, Yong,Wang, Fei-Yue,Li, Juanjuan,et al. A survey on real time bidding advertising[C],2014.
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