A Comparative Study On Different Auction Mechanisms Of RTB Advertising Industry

In recent years,with the development of the internet,the value of the online advertising has been reflected.RTB online advertising was born.because of the RTB advertising is accurate,efficient and transparent.It attracting many advertisers,become the main trend of internet development.Auction as a resource allocation mechanism and price discovery mechanism.It's application in the online advertising brought a huge revenue.Study different auction mechanisms of RTB online advertising and the behavior of the participants,it's very important to promoting the development of China's online advertising industry.First of all,the thesis mainly describes the research status of domestic and international online advertising industry.Introduced the traditional and online auction theory.Secondly,compared the similarities and difference between the display advertising auction and the keyword advertising auction.Construct three auction model of RTB online advertising :GFP model,GSP model,VCG model.Analysis the allocation rule and the payment rule of these three model.Compare the auction efficiency and the revenue of advertiser in different auction mechanism.Study the advertiser how to choose the optimal auction mechanism.At last,test the effectiveness of the model through a case study.At present,the study of RTB online advertising mainly in the following areas: prospects of RTB online advertising,RTB online advertising ecosystem,real-time bidding method.These three areas of research illustrate the advantages of RTB online advertising.However it didn't point out that advertisers and Internet media should how to choose auction mechanism in the current advertising market,how to maximize it's interests.the innovation of this paper is applied auction mechanism to the new filed of online advertising.break the limitations of the auction mechanism.