【摘要】：廣告營銷作為互聯(lián)網(wǎng)行業(yè)一個(gè)主要的變現(xiàn)手段,隨著互聯(lián)網(wǎng)行業(yè)的蓬勃發(fā)展,也被帶入了計(jì)算的時(shí)代,推動了一個(gè)巨大的在線廣告市場的形成,同時(shí)興起了計(jì)算廣告學(xué)這樣一個(gè)交叉學(xué)科,近些年來在學(xué)術(shù)界和工業(yè)界得到了廣泛的關(guān)注和研究。程序化交易是在線廣告發(fā)展到一定程度的必然產(chǎn)物,而其中的實(shí)時(shí)競價(jià)廣告模式(Real-time Bidding),即RTB模式正是在如今大數(shù)據(jù)時(shí)代下產(chǎn)生的新的計(jì)算廣告學(xué)前沿。移動互聯(lián)網(wǎng)和大數(shù)據(jù)的時(shí)代下,實(shí)時(shí)競價(jià)模式代表的是一個(gè)革命性的理念,即廣告投放應(yīng)該以精準(zhǔn)定位人群為目標(biāo),而不是以廣告位置為標(biāo)的,簡而言之,實(shí)時(shí)競價(jià)模式的核心在于“買人”,而不是買位置。其中需求方平臺就是起著為廣告主競價(jià)“買人”的角色。本文在介紹了在線廣告和實(shí)時(shí)競價(jià)廣告的發(fā)展歷史之上,調(diào)研和梳理了RTB的由來、運(yùn)作流程、發(fā)展現(xiàn)狀以及現(xiàn)階段的國內(nèi)外市場,并在此基礎(chǔ)之上按照軟件工程方法系統(tǒng)地對需求方平臺(Demand Side Platform),簡稱DSP,從業(yè)務(wù)功能和技術(shù)上兩方面進(jìn)行了需求分析,給出了一個(gè)使用大數(shù)據(jù)開源技術(shù)的大型DSP架構(gòu)方案,接著對競價(jià)服務(wù)器進(jìn)行了總體設(shè)計(jì)和詳細(xì)設(shè)計(jì),并分別給出了總體功能模塊架構(gòu)方案和核心模塊的詳細(xì)設(shè)計(jì)方案,最后使用Golang等技術(shù)實(shí)現(xiàn)了DSP原型對外的核心功能。
[Abstract]:Advertising marketing as a major means of realization in the Internet industry, with the vigorous development of the Internet industry, has also been brought into the era of computing, promoting the formation of a huge online advertising market. At the same time, Computational Advertising, an interdisciplinary subject, has received extensive attention and research in academia and industry in recent years. Programmed transaction is the inevitable result of the development of online advertising to a certain extent, and the real-time bidding advertising model (Real-time Bidding),) is the new frontier of computational advertising in the era of big data. In the era of mobile Internet and big data, the real-time bidding model represents a revolutionary idea that advertising should be targeted at precisely targeted people, rather than targeted at advertising locations. The core of the real-time bidding model is the buyer, not the location. Among them, the demand-side platform is playing the role of "buyers" for advertisers. Based on the introduction of the history of online advertising and real-time bidding advertising, this paper investigates and combs the origin, operation process, development status and current domestic and foreign markets of RTB. On this basis, according to the software engineering method, the demand side platform (Demand Side Platform), is systematically analyzed in terms of business function and technology, and a large-scale DSP architecture scheme using big data open source technology is presented. Then, the overall design and detailed design of the bidding server are given, and the architecture of the overall functional module and the detailed design of the core module are given respectively. Finally, the core functions of the DSP prototype are realized by using Golang and other technologies.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：TP311.52

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本文編號：2200017