chapter  Chapter 15
16 Pages

Programmatic Trade Technologies

WithLiu Peng, Wang Chao

The development of programmatic trade has brought profound changes to the advertising market: the function of the supply side is simplified to a simple price comparison platform, while the demand side begins to assume the main responsibility for advertising decision-making. This chapter discusses the demand-side technological problems in the real-time bidding environment. Another product in the programmatic trading market is supply-side platform. Its core optimization problem, that is, yield optimization in case of multiple ad networks, is similar to the call-out optimization in the advertising trading market. For the ads delivered in the Web environment, the identification of users is realized by the cookie mechanism based on the HTTP protocol. The cookie mechanism has many advantages in terms of security. There are two typical ideas for call-out optimization: one is engineering rules and the other is to treat it as a constrained optimization problem.