Study on Auction Participant's Strategy in RTB

Abstract

As for the frame of the Web advertisement, dealings are conducted in real time today. It is called RTB:Real-Time Bidding. In RTB, dealings of ad spaces are conducted in the form of the auction. The auction styles of RTB differ from the former. Since RTB has just started, it is not well known about a motion of a market. So, we try to modeling of market with the feature of RTB and considering price fluctuation under the influence of Auction participant's strategy in RTB.