Internet Advertising Real-time Bidding (RTB) Model Research

With the development of network technology and the change of human behavior,network has been an integral part of our daily life. The format of media has undergoneearth-shaking changes with the change of people’s life. The rapid development ofinternet has given rise to online advertising constantly upgrading, selling alsochanging.Since RTB came out in China, it got the common concern from the personageinside course of study, academic experts, etc. Nowadays, RTB is still in the early stage,but its development is swift and violent, got the high attention. For the next few years,RTB will increase in market both domestic and overseas, and gradually expand itsscale. There may be many problems as RTB still very young, and this is the purposeof research.This paper mainly make RTB model of development as the main line, introducethe connotation, characteristics, RTB in the development of domestic law and so on.And in the process I found the existing problems when RTB model in thedevelopment of China, and propose the corresponding solution, so as to provide somesuggestions and comment for the general RTB practitioners.