Utilizing digital footprints to identify the target audience

Jozefien Karskens1, Roos Voorend1 and Piet Hein van Dam1
VU Amsterdam and Wakoopa


Real Time Bidding (RTB) enables online advertisement to be purchased as individual impressions. The impressions are sold through bidding systems that take place in milliseconds before a webpage is loaded by a consumer. The system provides the opportunity to purchase only the advertisement space that is exposed to a specific audience; it provides a cost efficient opportunity to buy advertisement space.

The bidding process is done in a Demand Side Platform (DSP) that automates the bidding process for the advertiser. The value of the advertisement space is determined by parameters that are set by the advertiser and the DSP ensuring that each impression is sold at its maximum price that is determined by the real time market demand.