隨著網際網路技術快速發展，網路廣告投放已經成為最近的新興生意，並成為網路產業中最大的收入來源，但是現今網路廣告的投放方式：即時競價 (real-time bidding，簡稱RTB) 並無一套公開的標準演算法，針對各種市場因素以及不同使用者的偏好或習慣，廣告需求商的廣告投放策略也都還在努力地改善調整，以獲取更好的廣告效益；此外，近年來各式行動裝置快速地普及至廣大的使用者族群，如何有效率地進行跨裝置的廣告投放，加強使用者對同一廣告的印象與認同，甚或提昇購買意願，更是目前即時競價演算法亟需加強的部分。有鑑於此，本研究將探討網路廣告的起源以及RTB之發展趨勢，經由深入了解即時競價系統架構後再進行流程改善，於即時競價系統中加入點擊率的資料庫，使得即時競價的運作流程中得以即時地獲取使用者的回饋，藉由跨裝置點擊率此一資訊，可立即配合廣告點擊現況進行跨裝置的廣告欄位競標及投放，經由本研究的實驗評估，可驗證所提之即時競價方法能降低廣告投放支出，並提升廣告點擊率，亦即能大幅地提升使用者跨裝置時之廣告投放效益。

With the rapid development of Internet technologies, online advertising has become a fast-growing business and a main revenue source in the Internet industry. Nevertheless, RTB (real-time bidding) strategies for delivering online advertisement are not an open standard. Specifically, RTB algorithms vary with different RTB owners and advertisers. Although numerous market factors and user preferences have already been incorporated in a general RTB algorithm so as to improve its effectiveness, there is still room for achieving more precise advertising goals. In view of these, we firstly review the recent market trends of online advertising in this work. Then, we focus on the problem of developing an appropriate RTB strategy for cross-device users because various mobile devices are becoming a commodity nowadays. From the understanding of the current RTB infrastructure and processing flows, we propose to exploit the click information (which is gathered when a user hits the ad banner from all kinds of devices) in a nontrivial way. Experimental studies show that our approach increases the banner click rate and decreases the required cost, indicating a very promising result.

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