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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。
Real-time bidding (RTB) is a precise advertisement delivery and sales model that integrates big data and computing advertising technology, and realizes the internet advertising market from buying “media” and “advertising space” to purchasing “Target population ” model evolution. This article introduces the status quo, key players and delivery process of emerging RTB market. Based on the literature analysis, it mainly discusses the analysis of bidding behavior and optimization of delivery strategy, the pricing and distribution of advertising inventory, the design of business model and trading mechanism and the market Segmentation and delivery of results analysis and other areas of hot issues. Finally, some problems that need to be researched and researched in RTB market are summarized.