A Computational Experiment Research on Segmenting RTB Advertising Markets
文献类型：会议论文
| 作者 | Qin, Rui ; Yuan, Yong; Li, Juanjuan; Rui Qin
|
| 出版日期 | 2015-12 |
| 会议日期 | Dem. 11-13, 2015 |
| 会议地点 | Fuzhou, China |
| 关键词 | Real Time Bidding Demand Side Platforms Market Segmentation Granularity Computational Experiments Precision Marketing |
| 英文摘要 | 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. |
| 会议录 | Proceedings of the Seventh Chinese Conference on Social Computing
 |
| 源URL | [http://ir.ia.ac.cn/handle/173211/11579]  |
| 专题 | 自动化研究所_复杂系统管理与控制国家重点实验室_先进控制与自动化团队 |
| 通讯作者 | Rui Qin |
| 推荐引用方式 GB/T 7714 | Qin, Rui,Yuan, Yong,Li, Juanjuan,et al. A Computational Experiment Research on Segmenting RTB Advertising Markets[C]. 见:. Fuzhou, China. Dem. 11-13, 2015. |
入库方式： OAI收割
来源：自动化研究所
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