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.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359807 |
| Date | January 2017 |
| Creators | Götthans, Ondřej |
| Contributors | Stříteský, Václav, Ručinský, Rastislav |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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