Distribution Of RTB Online Advertising Value Chain Based On Evolutionary Game

The form of RTB online advertising industry chain makes the traditional online advertising model undergone tremendous change.Compared with the media,advertising agencies which only pay attention to their own benefits,RTB provider focus much on the relevant upstream and downstream business in theadvertising industry chain.It overcomes the negative impacts of the traditional operating mode.RTB online advertising industry chain includes three parts:advertising agencies,RTBprovider,media.On the base of the reduction of transaction cost and the improvement of advertisement quality,node enterprises operates with each other and work together so that overall interests of the RTB online advertising industry chain improves.It helps node enterprisesto get morecompetitiveness in the market and get more benefits.This paper first describes the significance of RTB online advertising industry chain profit distribution,and analysis the value ofRTB online advertising industry chainstructure.On this basis,I put forward the evolutionary game modelof the balance of interests RTB distribution network advertising industry chain,and analyze the model with the assumptions.As the result,formula of the interest distribution coefficient ? is calculated,and the effect of interest allocation scheme for node enterprise market behavior: chain ROI guaranteed by RTB providers,reservation price made by media,bidding strategy taken by advertising agencies.Currently,RTB online advertising industry chain research has focused on three areas: RTB online advertising industry ecosystem,RTB real-time bidding method,RTB online advertising industry development prospects.Research on these three areas is well illustrated the advantages ofRTBonline advertising,but did not indicate the decision which advertising industry chain should be taken by node enterprises when two advertising industry chain exist at the same time.If the decision to take RTB online advertising industry chain is evolutionary stable strategies,how to distribute the generated value in the chain,howthe media and advertising agencies operate.This study will analyze the game equilibrium in the stable point and obtains a distribution coefficient between node enterprise,determine reservation price and bidding strategy.