A survey on real time bidding advertising

Proceedings of 2014 IEEE International Conference on Service Operations and Logistics, and Informatics Pub Date : 2014-10-08 DOI:10.1109/SOLI.2014.6960761

Yong Yuan, Feiyue Wang, Juanjuan Li, Rui Qin

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引用次数: 92

Abstract

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 “target-audience 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.

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实时竞价广告调查

实时竞价(Real-time bidding, RTB)是大数据时代在线计算广告中一种新兴的、极具发展前景的商业模式。基于对互联网用户产生的大量Cookie数据的分析，RTB广告具有实时识别每个广告印象中目标受众的特征和兴趣的潜力，自动提供最匹配的广告，并通过基于拍卖的程序化购买方案优化其价格。RTB极大地改变了网络广告，从传统的“媒介购买”和“广告位购买”模式演变为“目标受众购买”模式，有望成为未来网络广告的标准商业模式。本文讨论了目前RTB广告的市场实践，介绍了RTB市场中的关键角色和典型业务流程，并总结了现有文献中目前的研究进展。本文的目的是为今后的工作提供有益的参考和指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Proceedings of 2014 IEEE International Conference on Service Operations and Logistics, and Informatics

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