Research And Design Of Demand Side Platform Of Real Time Bidding Advertising

With the vigorous development of the Internet industry,advertising and marketing have also been brought into the era of computing,promoting a huge online advertising market formation,while rising an interdisciplinary as computing advertising.In recent years,attention has been drawn and researches have been done both in academia and industry.Programmatic trade is the inevitable result leading by the development of online advertising.And real time bidding is the new frontier of computing advertising under the age of big data.Real-time bidding presents a revolutionary idea that advertising should be targeted to accurate crowd rather than displaying position,in short,the core of real-time bidding is to buy people,not position.Demand side platform plays the role of buying people on the behalf of advertisers.The development,origin,operation flow,development status and domestic market of RTB are introduced in this paper.And on this basis,a requirement and design documentation have been made using software engineering methodology under the protocol of OpenRTB 2.0.Then,based on the analysis of business scenarios and the comparison of different technical frameworks,a DSP architecture is presented using mature open source technology.Finally,the detailed design scheme of the overall function module architecture and the bidding engine core module is given,also a DSP prototype API using Golang.