Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting

by Jun Wang, Shuai Yuan, Weinan Zhang

Online advertising is now one of the fastest advancing areas in the IT industry. In display and mobile advertising, the most significant technical development in recent years is the growth of Real-Time Bidding (RTB), which facilitates a real-time auction for a display opportunity. RTB essentially facilitates buying an individual ad impression in real time while it is still being generated from a user's visit. RTB not only scales up the buying process...

• Format: Paperback
• Language: English
• ISBN: 1680833103
• ISBN13: 9781680833102
• Release Date: July 2017
• Publisher: Now Publishers
• Length: 158 Pages
• Weight: 0.51 lbs.
• Dimensions: 0.3" x 6.1" x 9.2"