Research And Design Of Real Time Bidding Advertising Platform Based On Real-time Transport Protocol

With the rapid development of Internet technology, the number of Internet user expanded unprecedentedly and the value of Internet advertising has been fully reflected. Under this circumstance, Real-Time Bidding model, a new advertising model was created. Focusing more on the transparency and efficiency of Internet advertising, RTB model is conducive to the sound development of the Internet advertising ecosystem, so it is different from the traditional model. Today RTB model plays an extremely important role in Internet advertising, and it will become the future trend in the development of the Internet advertising.RTB advertising platform consists of two parts:Advertising Exchange platform (ADX) and Demand-side platform(DSP). The function of ADX is to provide more advertising exposure chances in numerous media and send requests for several DSP. DSP provides advertising management capabilities for advertisers or agencies, and collects behavioral information of the audience. At the same time, it targets at advertising through various kinds of tendency, so it is the focus of the implementation of the RTB platform. When DSP receives bid request, it will retrieve advertisers and users’information database, and then use bidding algorithm to bid. During this process, RTB has a high requirement for response time of data, while the existing transport protocols can’t meet the requirements of the system very well. Therefore, in view of RTB platform we designed a real-time transport protocol(RTP) independently.RTP protocol specification is developed by the group of Audio/VideoTransportWG, which is used to solve the network transmission of real-time data on a standard protocol. RTP has the capability of teamwork and control, supporting a variety of real-time communications applications, such as synchronized recovery, monitoring the loss of signal, identifying content and so on. RTP has timestamp and control mechanism, which can achieve the time characteristics of synchronization among different data streams. In order to ensure the quality of real-time transmission of data, RTP protocol uses a forward error correction algorithm (FEC) to reconstruct the lost packets in this article.RTB was designed to be a kind of service providing platform, and advertisers can choose advertiser service pack, agency service pack or self-service pack to determine their identities. Advertisers need to upload ads to DSP, and they can customize the advertising time, place, location and other information. Once bidding successfully, their advertising can be delivered. The front-end interface of DSP is shown combining top and left navigation, which avoids the complexity of multi-level menu and makes advertisers more clearer and intuitive in operating business systems.