A survey on real time bidding advertising | |
Yuan, Yong![]() ![]() ![]() ![]() | |
2014-10-08 | |
会议日期 | October 8-10, 2014 |
会议地点 | Qingdao, China |
英文摘要 |
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. |
会议录 | Proceedings of 2014 IEEE International Conference on Service Operations and Logistics, and Informatic
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内容类型 | 会议论文 |
源URL | [http://ir.ia.ac.cn/handle/173211/19640] ![]() |
专题 | 自动化研究所_复杂系统管理与控制国家重点实验室_先进控制与自动化团队 |
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]. 见:. Qingdao, China. October 8-10, 2014. |
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