实时竞价广告需求方平台的研究与设计
发布时间：2018-08-24 07:10
【摘要】：广告营销作为互联网行业一个主要的变现手段,随着互联网行业的蓬勃发展,也被带入了计算的时代,推动了一个巨大的在线广告市场的形成,同时兴起了计算广告学这样一个交叉学科,近些年来在学术界和工业界得到了广泛的关注和研究。程序化交易是在线广告发展到一定程度的必然产物,而其中的实时竞价广告模式(Real-time Bidding),即RTB模式正是在如今大数据时代下产生的新的计算广告学前沿。移动互联网和大数据的时代下,实时竞价模式代表的是一个革命性的理念,即广告投放应该以精准定位人群为目标,而不是以广告位置为标的,简而言之,实时竞价模式的核心在于“买人”,而不是买位置。其中需求方平台就是起着为广告主竞价“买人”的角色。本文在介绍了在线广告和实时竞价广告的发展历史之上,调研和梳理了RTB的由来、运作流程、发展现状以及现阶段的国内外市场,并在此基础之上按照软件工程方法系统地对需求方平台(Demand Side Platform),简称DSP,从业务功能和技术上两方面进行了需求分析,给出了一个使用大数据开源技术的大型DSP架构方案,接着对竞价服务器进行了总体设计和详细设计,并分别给出了总体功能模块架构方案和核心模块的详细设计方案,最后使用Golang等技术实现了DSP原型对外的核心功能。
[Abstract]:Advertising marketing as a major means of realization in the Internet industry, with the vigorous development of the Internet industry, has also been brought into the era of computing, promoting the formation of a huge online advertising market. At the same time, Computational Advertising, an interdisciplinary subject, has received extensive attention and research in academia and industry in recent years. Programmed transaction is the inevitable result of the development of online advertising to a certain extent, and the real-time bidding advertising model (Real-time Bidding),) is the new frontier of computational advertising in the era of big data. In the era of mobile Internet and big data, the real-time bidding model represents a revolutionary idea that advertising should be targeted at precisely targeted people, rather than targeted at advertising locations. The core of the real-time bidding model is the buyer, not the location. Among them, the demand-side platform is playing the role of "buyers" for advertisers. Based on the introduction of the history of online advertising and real-time bidding advertising, this paper investigates and combs the origin, operation process, development status and current domestic and foreign markets of RTB. On this basis, according to the software engineering method, the demand side platform (Demand Side Platform), is systematically analyzed in terms of business function and technology, and a large-scale DSP architecture scheme using big data open source technology is presented. Then, the overall design and detailed design of the bidding server are given, and the architecture of the overall functional module and the detailed design of the core module are given respectively. Finally, the core functions of the DSP prototype are realized by using Golang and other technologies.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP311.52
本文编号：2200017
[Abstract]:Advertising marketing as a major means of realization in the Internet industry, with the vigorous development of the Internet industry, has also been brought into the era of computing, promoting the formation of a huge online advertising market. At the same time, Computational Advertising, an interdisciplinary subject, has received extensive attention and research in academia and industry in recent years. Programmed transaction is the inevitable result of the development of online advertising to a certain extent, and the real-time bidding advertising model (Real-time Bidding),) is the new frontier of computational advertising in the era of big data. In the era of mobile Internet and big data, the real-time bidding model represents a revolutionary idea that advertising should be targeted at precisely targeted people, rather than targeted at advertising locations. The core of the real-time bidding model is the buyer, not the location. Among them, the demand-side platform is playing the role of "buyers" for advertisers. Based on the introduction of the history of online advertising and real-time bidding advertising, this paper investigates and combs the origin, operation process, development status and current domestic and foreign markets of RTB. On this basis, according to the software engineering method, the demand side platform (Demand Side Platform), is systematically analyzed in terms of business function and technology, and a large-scale DSP architecture scheme using big data open source technology is presented. Then, the overall design and detailed design of the bidding server are given, and the architecture of the overall functional module and the detailed design of the core module are given respectively. Finally, the core functions of the DSP prototype are realized by using Golang and other technologies.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP311.52
【参考文献】
相关期刊论文 前2条
1 梁硕祁;姜文静;;移动DSP:中国广告市场新动力[J];互联网经济;2016年04期
2 徐学民,蒋绍忠;信息时代的营销概念──网络营销[J];技术经济与管理研究;1999年05期
，本文编号：2200017
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