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Real time bidding jako nový způsob nákupu plošné reklamy / Real time bidding as a new way of buying media

The thesis presents RTB as a new way of buying media. The theoretical part defines the display advertising market, compares different ways of buying media and deeper describes functions of individual entities within the RTB ecosystem. In the application part are used methods such as the deep interviewing, the primary data analysis from the Adform DSP platform and the content analysis, to characterize the Czech market which is also compared with selected markets of Central and Eastern Europe. A future development of RTB on the Czech market is outlined by means of expert interviews. Shortcomings of the current solution are identified based on comparison and analysis of results of retargeting campaigns for the selected subject. Furthermore, an appropriate modification of a retargeting strategy is proposed with support of experts.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359807
Date January 2017
CreatorsGötthans, Ondřej
ContributorsStříteský, Václav, Ručinský, Rastislav
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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