Research Of Big Data And Real Time Bidding

With the rapid development of computer information technology,large data has long been increasingly widely used in all aspects of human life.The use of large data network information technology can record a large number of user information.When the user receives data on the network at the same time,the network behavior is also recorded in the form of data,including web browsing,download records,mobile phone address book,social network sharing comments and online shopping transactions and so on.It is because the consumer's web browsing situation can be recorded in real time,with advertising individual or business can be based on large data survey results for each user who is browsing the page to provide the corresponding,interested in advertising,the user see Interested in advertising content will choose to buy advertising products,and thus achieve efficient advertising process.Based on the background of the development of large data age,this paper studies the real-time bidding model based on large data.The main research contents are as follows:The first part: This paper first puts forward the background and significance of the study.And then summed up at this stage a large number of scholars have published on the large data and real-time bidding model of the research results.On the basis of these existing research results,the author draws the relevant theories and contents which can be used for reference.After that,the basic contents of this paper and the research methods adopted are described.The second part: This article describes the large data related theory in detail.First of all,the definition of large data is explained,and then the basic characteristics of large data are expounded in detail.The third part: This paper analyzes the real-time bidding model based on large data.Mainly from the real-time bidding model concept,the implementation of real-time bidding model required for the technical platform and operational processes,real-time bidding model features,real-time bidding model and traditional advertising model comparison and other aspects of analysis.The results show that although the real-time bidding model has many outstanding advantages and good development trend,but there are still some problems to be solved at this stage.The fourth part: This article analyzes the outstanding problems in the development process of China's advertising real-time bidding model at present.This part mainly refers to the obstacle to the healthy and rapid development of the real-time bidding model at this stage.For example: limited market share,media traffic quality,the operation process is not standardized,the shortage of professionals and the lack of user privacy and so on.The fifth part: In this paper,the real-time bidding model in the development process of specific problems to give the corresponding solutions.Such as increasing market share share,improving media quality,prompting operational processes to be standardized,working closely with professionals,and resolving privacy barriers.The sixth part: summarizes the research results of this paper.