Real-Time Bidding in Ukraine and the world: development, peculiarities, problems and prospects
Journal Title: Економіка: реалії часу - Year 2017, Vol 2, Issue 30
Abstract
The article contains basic principles of the auction model of computational advertising Real-Time Bidding (RTB). The basic advantages of the tool in comparison with direct purchasing of display advertising are described. The analysis of the current situation and main trends of the RTB technology in major regional markets of online advertising in the world including in Ukraine is presented. The specific features of Ukrainian online-advertising market, which lead to the low level of this technology development, are defined and described. The authors give the estimation of the current condition of the RTB-system infrastructure in Ukraine and identify factors that hinder the Ukrainian market of online-advertising from the active implementation of the RTB. The summary of the experts’ in online-advertising forecasts regarding the prospects of the RTB development in Ukraine is made.
Authors and Affiliations
Ievgen Gnitetskyi, Olena Gribinichenko
Keywords
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