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Title: Ad exchange design and development
Authors: Sim, Jun Ho
Keywords: DRNTU::Engineering
Issue Date: 2016
Abstract: Advertising adapts and changes over the years as technology advances. Online Advertising became common and gave rise to advertisement exchange. Advertisement exchange can be viewed as a stock market, which involves advertisements rather than stocks. However, current advertisement exchange model consist of major flaws which compromises the effectiveness of advertising. Therefore, a new advertisements exchange model must be created to ensure those flaws can be covered. Advertisement exchange facilitates Real Time Bidding. Real Time Bidding is a process which will be started when the user enters the webpage. Once a user enters the webpage, a request to fill the webpage’s advertisement slot will be sent through the supply side platform (SSP), which is a system that helps to push the advertisement to the advertisement exchange. On the other hand, advertisers will send advertisement details using demand side platform (DSP), a system which helps to send advertisement information to the advertisement exchange. At the advertisement exchange, the webpage’s information like content and location will be recorded, and the highest bidder for the advertisement slot that is the most related to the webpage’s content will be granted the advertisement slot. The advertisement will then be displayed on the webpage. The process usually takes 100 milliseconds to complete. However, user demographics such as age, interest of the user can never be obtained by the traditional advertisement exchange model and hence Ad+ Platform proposed a new project; Ad Exchange Design And Development, aiming to remove current flaws and add new features such as applications support features into the new proposed system. The project consist of two main parts, the application and API segments, and there may be more sub parts depending on the changes Ad+ Platform see fit. Hence, this project report will attempt to explain some of the methodologies, strategies, encounters and learning experiences based on the portions that the student was involved.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:SCSE Student Reports (FYP/IA/PA/PI)

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