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系統識別號 U0026-2608201517383400
論文名稱(中文) 以即時競價策略提升跨裝置廣告效益之探討
論文名稱(英文) Enhancing Cross-Device Experiences with RTB Strategies
校院名稱 成功大學
系所名稱(中) 工程科學系碩士在職專班
系所名稱(英) Department of Engineering Science (on the job class)
學年度 103
學期 2
出版年 104
研究生(中文) 張歆甜
研究生(英文) Hsin-Tien Chang
學號 N97021188
學位類別 碩士
語文別 中文
論文頁數 35頁
口試委員 指導教授-鄧維光
口試委員-高宏宇
口試委員-莊坤達
口試委員-戴志華
中文關鍵字 跨裝置操作  網路廣告  即時競價  使用者體驗 
英文關鍵字 cross-device usage  online advertising  real-time bidding  user experience 
學科別分類
中文摘要 隨著網際網路技術快速發展,網路廣告投放已經成為最近的新興生意,並成為網路產業中最大的收入來源,但是現今網路廣告的投放方式:即時競價 (real-time bidding,簡稱RTB) 並無一套公開的標準演算法,針對各種市場因素以及不同使用者的偏好或習慣,廣告需求商的廣告投放策略也都還在努力地改善調整,以獲取更好的廣告效益;此外,近年來各式行動裝置快速地普及至廣大的使用者族群,如何有效率地進行跨裝置的廣告投放,加強使用者對同一廣告的印象與認同,甚或提昇購買意願,更是目前即時競價演算法亟需加強的部分。有鑑於此,本研究將探討網路廣告的起源以及RTB之發展趨勢,經由深入了解即時競價系統架構後再進行流程改善,於即時競價系統中加入點擊率的資料庫,使得即時競價的運作流程中得以即時地獲取使用者的回饋,藉由跨裝置點擊率此一資訊,可立即配合廣告點擊現況進行跨裝置的廣告欄位競標及投放,經由本研究的實驗評估,可驗證所提之即時競價方法能降低廣告投放支出,並提升廣告點擊率,亦即能大幅地提升使用者跨裝置時之廣告投放效益。
英文摘要 With the rapid development of Internet technologies, online advertising has become a fast-growing business and a main revenue source in the Internet industry. Nevertheless, RTB (real-time bidding) strategies for delivering online advertisement are not an open standard. Specifically, RTB algorithms vary with different RTB owners and advertisers. Although numerous market factors and user preferences have already been incorporated in a general RTB algorithm so as to improve its effectiveness, there is still room for achieving more precise advertising goals. In view of these, we firstly review the recent market trends of online advertising in this work. Then, we focus on the problem of developing an appropriate RTB strategy for cross-device users because various mobile devices are becoming a commodity nowadays. From the understanding of the current RTB infrastructure and processing flows, we propose to exploit the click information (which is gathered when a user hits the ad banner from all kinds of devices) in a nontrivial way. Experimental studies show that our approach increases the banner click rate and decreases the required cost, indicating a very promising result.
論文目次 第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究貢獻 3
第二章 文獻探討 4
2.1 網路廣告產業之變化 4
2.2 即時競價之發展趨勢 7
2.3 跨裝置廣告投放之契機 11
第三章 即時競價於跨裝置廣告之探討 13
3.1 即時競價所面臨之困難 13
3.2 導入跨裝置廣告時之考量因素 14
3.3 跨裝置使用者資料之收集 15
第四章 即時競價於跨裝置廣告之演算法實作與評估 21
4.1 既有即時競價演算法之改良 21
4.2 導入跨裝置使用之成效分析 28
第五章 結論與未來工作 31
參考文獻 33
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[5] 如何制霸多螢幕世代,http://www.ettoday.net/news/20140707/374513.html
[6] 何謂CPC、CPM、CTR,http://kbmarc.pixnet.net/blog/post/10986014-%5b%e7%b6% b2%e8%b7%af%e4%bc%81%e5%8a%83%5d-%e4%bd%95%e8%ac%82cpc%e3%80%81cpm%e3%80%81ctr%e3%80%81cps%e3%80%81cpa
[7] 行動購物瘋,http://www.bnext.com.tw/article/view/id/34218
[8] 行動上網創造跨螢幕世代消費新族群,http://advertising.microsoft.com/zh-tw/ cl/4442
[9] 谷歌公佈跨裝置消費者趨勢調查報告,http://www.mobile01.com/newsdetail.php? id=15832
[10] 常見的網路廣告平台運作原理淺析,http://stupid77.com/internet/%E5%B8%B8% E8%A6%8B%E7%9A%84%E7%B6%B2%E8%B7%AF%E5%BB%A3%E5%91%8A%E5%B9%B3%E5%8F%B0%E9%81%8B%E4%BD%9C%E5%8E%9F%E7%90%86%E6%B7%BA%E6%9E%90.html
[11] 從DSP到SSP,http://tech.hexun.com.tw/2014-08-11/167417354.html
[12] 跨裝置行銷解決方案,http://www.nownews.com/n/2014/11/03/1487872
[13] 跨世代消費者數位多螢生活,http://www.nielsen.com/content/dam/nielsenglobal/ tw/docs/NetWatch.pdf
[14] 菜鳥數位行銷企劃學習筆記,http://marketing.bankshung.net/2013/06/blog-post_ 30.html
[15] 數據管理平台介紹,http://www.inboundjournals.com/introduction-to-dmp-data- management-platform/
[16] 雅虎數位行銷,http://yahoo-emarketing.tumblr.com
[17] 廣告交易模式怎麼創造雙贏,http://edu.taipeiads.com/2013/06/ad-exchange-win/
[18] OpenRTB, https://github.com/openrtb/OpenRTB/blob/master/OpenRTB%20Protocol %20 Spec%20v1.1.pdf
[19] A Study on Business Strategies of the Digital Media Companies, http://www. airitilibrary.com/Publication/alDetailedMesh?docid=U0006-1606201323562700
[20] Ad Networks vs Ad Exchanges, http://www.adbalance.com/ad-networks-vs-ad- exchanges/
[21] J. R. Koornneef, and A. S. Zivkovic, “Audience-driven Real-time Advertising System,” https://www.google.com/patents/US20130173400
[22] Cosumer Barometer, https://www.consumerbarometer.com/en/insights/?country Code= GL
[23] Cross-Device Strategies, http://atlassolutions.com/why-atlas/cross-device-strategies/
[24] Digital, Social & Mobile in 2015, http://www.slideshare.net/wearesocialsg/ digital-social-mobile-in-2015
[25] The New Multi-Screen World, https://think.withgoogle.com/databoard/media/pdfs/ the-new-multi-screen-world-study_research-studies.pdf
[26] Internet Advertising Revenue Full-Year Report 2014, http://www.iab.net/research/ industry_data_and_landscape/adrevenuereport
[27] L. C. Stavrogiannis, “Competition between Demand-side Intermediaries in Ad Exchanges,” University of Southampton, Faculty of Physical Science and Engineering, Doctoral Thesis, pp.252, November 2014
[28] Y. Chen, B. Anderson, P. Berkhin, and N. R. Devanu, “Real-Time Bidding Algorithms for Performance-Based Display Ad Allocation,” Proceedings of the 17th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, pp.1307-1315, August 2011
[29] S. Yuan, J. Wang, and X. Zhao “Real-time Bidding for Online Advertising: Measurement and Analysis,” Proceedings of the Seventh International Workshop on Data Mining for Online Advertising, June 2013
[30] T. Chakraborty, E. Even-Dar, S. Guha, Y. Mansour, and S. Muthukrishnan, “Selective Call Out and Real Time Bidding,” Proceedings of the 6th International Conference on Internet and Network Economics, pp.145-157, December 2010
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