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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.
Yuan et al. (Wed,) studied this question.