A Study on Real Time Bidding Advertising System in Taiwan
| Autor: | Xiao Hong Dai, 戴驍弘 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 103 With the continuing development of digital technology, Internet users have increased rapidly, digital advertising buying modes have been changed, advertisers is no longer limited to the pursuit of popular advertising position, instead of focusing more on the final advertising transformation effect. One part of the Programmatic Buying─ real-time bidding (RTB) allows the audience buying method to be possible, through the RTB, advertisers can take advantage of the demand side platform (DSP) and the supply side platform (SSP) and advertising trading platform (AD Exchange) to find the most suitable ads position. It can not only to decrease advertising costs, but to reduce the waste of media resources. Since 2009, RTB advertising modes arose in the United States and had a rapid development in short two yeas, according to the BI Intelligence report, RTB will account for 33% of all American digital advertising sales in 2008. This trend also spread to China in 2012, and 2013 became a big year for China’s RTB development. Taiwan is affected by the network trend in Europe and America, RTB also has a gradual progress in the advertising market. RTB is just a part of programmatic buying, but it’s not only the applying on the data and technology, also need to cooperate with every role of the whole advertising ecosystem. The development of the RTB is only through a few short years, but it has great use within the scope of the world. RTB as an emerging industry has the characteristics of late start but fast development. In the advertising market, the lack of support of third party data and data security let advertisers still cannot put all budgets into RTB. On the other hand, RTB market education is also urgently needed. Therefore, the aim of this study is to start from the reality of the RTB advertising ecosystem industry, with secondary data analysis and in-depth interviews to related media agency to analyze the current development status and efficiency evaluation of RTB, summing up the advantages and defects of RTB and the influence on the whole advertising ecosystem. Compared with the traditional digital network ads purchase mode, and put forward the RTB advertising development’s problems and challenges. The result can be a research foundation on related academic areas of the future, and also can provide reference and help for the media industry. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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