Online advertising has leveraged the upstream and downstream, forming an industrial chain, involving tens of billions of resources, adhering to the core text message service of auction, constantly evolving in the wave of modern technology development, and finally growing into a generation of masters in the auction industry. With the rapid development of the Internet, the market size of online advertising has increased, becoming one of the mainstream monetization models of the Internet, and has also spawned a number of advertising giants, such as foreign Google, Facebook, domestic ByteDance, Ali, Baidu, Tencent, Advertising occupies an important position in the overall revenue. The operation form of online advertising is relatively complex, especially in the stage of real-time bidding (RTB), which not only relies
heavily on Internet technology and big data, but also involves advertisers, agencies, DSP, ADX, SSP, DMP, media, users, etc. Multiple parties, this is the text message service modern aspect of online advertising; but when we extract these specific forms, we find that the core of online advertising can be traced back to a long-established type of behavior - auctions. Speaking of auctions, everyone will have the auction scene in their minds: the host shouts 1 million once, 1 million twice, 1 million three times, and the transaction is completed. This is a form of public auction. There are multiple forms and mechanisms for auctions. Let's expand Have a chat. In terms of the auctioned items, the auctioned items have been used to sell various items in ancient times: jewelry, famous paintings, antiques,
and the items sold by online advertisements are a bit special compared to their predecessors in form : exposure, bidders (This can be specific to advertisers) The purpose of participating in auctions is to gain exposure and put their products in front of the audience. In terms of form, common auction forms mainly include the following four categories: British text message service auction: the auctioneer bids a lower price, at least two bidders bid, and the bid rises until the remaining bidder is interested; Dutch auction: On the contrary, the British auction is an open auction process. The auctioneer bids a very high price, and the price decreases all the way until a bidder is interested; First Price Sealed Auction: As the name suggests, bidders submit bids in a sealed form, the highest bidder wins the auction,