Research On The Impact Of D Company’s Online Advertising Click Through Rate In Real Time Bidding

With the rapid development of Internet,Internet penetration increasing,and the change of people’s living habits and communication,the Internet has become an important part of daily life,Internet advertising is growing rapidly.The user’s Internet usage is rapidly transitioning from personal computer to mobile intelligent device,the mobile user size close to 700 million in our country,the mobile terminal network advertising present explosive growth.The traditional network advertisement has many shortcomings in pricing rules,operation mode,etc.These disadvantages lead to internet advertising effectiveness are often short of the expectations of advertisers,but advertisers have to spend a lot of advertising budget.The appearance of the programmatic purchase advertising operation mode,from the ‘Buyout’ traffic to the target crowd accurate marketing direction change.The mode of programming buying solved these problems effectively.Real time bidding to make Internet display advertising has entered the era marketing effect.In the process of gradually accepting the real-time bidding advertising mode,advertisers expect the cost of advertising to bring more direct effect.But this new advertising mode transformation of research results still is not perfected,and the complexity of real-time bidding mode,Digital advertising industry depends on the optimization of teacher’s personal experience,and history on the law in practice to optimize conversion data.Perfect solution and complex mathematical models is very complex,and in the current does not fit the actual situation difficult to achieve.vertical field promotion effect transformation method on the implementation of need is in practice.There are a lot of Key Performance indicators to measure the effect,and click rate is the most important indicator of the network display advertisement.In this paper,the research on the click-through rate of online display advertising in real-time bidding mode is found.Firstly,this paper based on the research results of influence factors the network advertisement click rate,combined with the characteristics of real-time bidding mode,proposed in the real-time bidding mode CTR hypotheses about influencing factors model.Secondly,used the method of questionnaire survey,used factor analysis method,this paper tested the influence factor model of the click through rate,extracts three main factors,namely: lively interest,mandatory and interactive.Thirdly,for D enterprises to chosen the mature S e-commerce advertisers as the research object,based on E-commerce history data of S advertiser.Regression analysis was used to verify the influence of the three factors on the click through rate.The data showed that the three factors had a significant impact on the click through rate.According to the conclusions of the study,the author put forward some suggestions to improve the quality of advertising in the real time bidding mode,and enhanced the mandatory and interactive performance of the online display advertising.It can greatly improve the click-through rate of display ads,and the promotion of click rate can bring the back end conversion of advertisers’ expectation,which will eventually lead to the order achievement rate and output ratio improvement.Internet advertising,which is different from traditional suggest advertisers more native advertising investment,and more using real-time bidding model of real-time optimization effect,reduce marketing costs,make enterprise in the digital marketing advertisements more scientific and more efficient.This paper is divided into seven parts,the first part is the introduction,which introduced the background,research status,research significance and purpose,research methods and technical route.The second part mainly introduces the relevant theories of real-time bidding model and the literature review around the world,and the necessity of analyzing the influence factors of click-through rates.The third part,the introduction of D company and the industry development pattern,real-time bidding mode operation mechanism and current problem analysis,and put forward the research model of influencing factors in real-time bidding mode.In the fourth part,the users are surveyed,the factor analysis of the survey data and the test of the analysis results.In the fifth part,we select the history of the advertiser of S e-commerce,and use the method of regression analysis for the three influencing factors.The sixth part,based on the research conclusions of the previous two chapters,puts forward the optimization suggestion in real-time bidding mode,which aims to improve the Internet advertising click rate and the improvement of the back-end conversion data.The seventh part is the significance of the study conclusion,the innovation point of the study,and the research limitation and future prospect.