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Programmatic Advertisement and Real Time Bidding Utilization

Abstract : This paper focuses on the use of Real Time Bidding in Programmatic Advertisement and its utilization with a focus on Kuwait. Real Time Bidding is a new marketing technique that uses information collected from web users and exploits this information in targeting them. This technique, though it saves both time and cost, is neither well known nor utilized in Kuwait. The paper sheds light on some research done on Real Time Bidding and its applications. A two-step study is presented here that aims at testing the efficiency of Real Time Bidding. The first step evaluates the relevance of the used advertisements. The second step uses a survey to assess if the technique may prove effective in Kuwait. Our findings indicate that Real Time Bidding is the closest thing to achieve efficient marketing, yet in order for it to work in Kuwait the technology infrastructure needs to be updated and upgraded in order to achieve the benefits of Programmatic Advertisement.
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Submitted on : Tuesday, April 17, 2018 - 11:55:46 AM
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Dalal Alsabeeh, Issam Moghrabi. Programmatic Advertisement and Real Time Bidding Utilization. 16th Conference on e-Business, e-Services and e-Society (I3E), Nov 2017, Delhi, India. pp.289-297, ⟨10.1007/978-3-319-68557-1_26⟩. ⟨hal-01768505⟩

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