A Computational Experiment Research on Segmenting RTB Advertising Markets

摘要：

　　Real Time Bidding(RTB)is emerged with the rise of Internet and big data,and it realized precision marketing through the market segmentation strategies of Demand Side Platforms(DSPs).This paper studies DSPs” strategies for market segmentation,and established a market segmentation model to find the optimal granularity.We proposed to validate our model using a computational experiment approach,and the experimental results show that with the increasing of the market segmentation granularity,the total revenue has a tendency of a rise first and followed by a decline.

关键词： Real Time Bidding Demand Side Platforms Market Segmentation Granularity Computational Experiments Precision Marketing

作者: Rui Qin Yong Yuan Juanjuan Li

作者单位: The State Key Laboratory of Management and Control for Complex Systems,Institute of Automation,Chine The State Key Laboratory of Management and Control for Complex Systems,Institute of Automation,Chine

会议类型: 国内会议

会议名称: 第七届社会计算会议

会议地点: 福州

会议语种:英文

页码: 1-6

在线出版日期: 2015-12-11（万方平台首次上网日期，不代表论文的发表时间）