Our platform designed as non-profitable at the first stage in order to attract more free users as much as possible. Even though, we still need investments to ensure the operation and maintain the performance of the platform. we may need to set banners on our websites to accept advertising to get funds.
We may register with an ad exchange platform to help us with the publishing of the advertising and ensure the type of ads fits the customers’ needs. The method we may use here is called Real-time Bidding (RTB) which presents the ad resources coming through the bids between ads buyers and sellers (Dupre, 2012).
The image below shows how RTB works (Lopez, 2014). The whole process is really quick which only takes 100ms to get this done. In other words, the RTB ensure the quality of the ads display and get the ads fit the users’ preference most.
By using RTB, we can get benefits from two sides. Firstly, we can get some profits to maintain our platform. Secondly, the ads on our platform may fit the users’ interest to avoid disturbance.
Reference:
Dupre, E. (2012) DMN: Parks Associates: RTB will change online display advertising. Available from: http://www.dmnews.com/marketing-strategy/parks-associates-rtb-will-change-online-display-advertising/article/253764/ [Accessed 25 April 2018].
Lopez, S. (2014) Periscopix: How Does RTB Work?. Available from: https://www.periscopix.co.uk/blog/how-does-rtb-work/ [Accessed 26 April 2018].
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