An appraisal of real-time bidding strategies in digital advertising: A study of an online ad network in Abuja
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Real-time bidding (RTB) strategies are at the forefront of digital advertising innovations, allowing advertisers to purchase ad impressions in real time through automated auctions. In Abuja, online ad networks are increasingly leveraging RTB to improve targeting efficiency and cost-effectiveness (Ibrahim, 2023). This study appraises how RTB strategies impact digital advertising performance by examining factors such as bid optimization, targeting precision, and ad placement quality. The integration of RTB technology facilitates dynamic pricing and improved ad relevance, ultimately enhancing campaign performance and return on investment (Adebayo, 2024). The research investigates how real-time data analytics and algorithm-driven decision-making contribute to the success of RTB campaigns. It also considers challenges such as bid inflation, data latency, and transparency issues that may affect ad network efficiency. By combining quantitative performance metrics with qualitative insights from industry experts, the study aims to provide a comprehensive evaluation of RTB strategies and offer actionable recommendations for optimizing digital advertising efforts in competitive markets.
Statement of the problem
Online ad networks in Abuja encounter challenges in optimizing real-time bidding strategies due to complexities in bid management and data integration. Although RTB offers significant benefits in targeting and cost efficiency, issues such as bid inflation, system latency, and limited transparency can impede performance (Chinwe, 2023). Advertisers struggle to fully capitalize on RTB’s potential without standardized metrics to measure success and identify bottlenecks. This study seeks to address these challenges by examining the critical factors that drive effective RTB strategies and by developing a framework to enhance bid optimization and campaign outcomes.
Objectives of the study:
To evaluate the effectiveness of RTB strategies on digital advertising performance.
To identify challenges and opportunities in real-time bidding optimization.
To propose recommendations for improving RTB efficiency.
Research questions:
How do RTB strategies influence ad targeting and cost efficiency?
What challenges affect the optimization of real-time bidding?
How can online ad networks enhance RTB performance for better campaign outcomes?
Significance of the study
This study is significant for digital advertisers and ad network managers by providing insights into the optimization of real-time bidding strategies. Its findings will inform best practices to improve ad targeting, reduce costs, and enhance overall campaign performance. The research contributes to digital advertising literature and offers a practical framework for integrating RTB technologies effectively in competitive markets.
Scope and limitations of the study:
This study is limited to evaluating RTB strategies within an online ad network in Abuja and does not cover other digital advertising channels.
Definitions of terms:
Real-Time Bidding (RTB): An automated process of purchasing digital ad space in real time.
Digital Advertising: Marketing communication delivered via online channels.
Ad Network: A platform that connects advertisers with publishers.
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