基于大数据的移动互联网RTB广告精准投放模式及其营销策略探析  

Study on Precise Delivery of Mobile RTB Mode and Its Marketing Strategy in the Context of Big Data

作　　者：许正林[1] 杨瑶[1] 

机构地区：[1]上海大学影视艺术技术学院,上海200444

出　　处：《上海大学学报（社会科学版）》2015年第6期104-117,共14页Journal of Shanghai University(Social Sciences Edition)

基　　金：上海市卓越新闻传播人才教育培养基地建设项目(2014-09)

摘　　要：数据越来越成为广告主进行广告营销的核心资源,通过对大数据下移动互联网RTB模式及其产业链各平台的分析,以及与PC端RTB模式的对比,可突出移动互联网RTB模式的特点及发展方向。在此基础上,针对移动RTB模式提出可行的营销策略,以期对国内移动RTB模式及精准营销的发展提出一些建议。Data have been increasingly used by advertisers as the core competence resources for marketing. This paper analyzes the mobile RTB （real-time-bidding） mode and each platform of its chains in the context of big data, and then, by contrasting with the PC internet RTB mode, highlights the features and the development directions of mobile RTB mode. Based on this analysis, the paper finally puts forward some suggestions for the development of the Mobile RTB mode and its precise marketing in China.

关 键 词：精准营销 大数据 广告趋势 RTB 

分 类 号：G206.2[文化科学—传播学]