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Analysis of User Identification Problems in Rtb Systems
Trofimov, B.; Arsiriy, Olena; Arsiriy, A.; Арсірій, Олена Олександрівна; Арсирий, Елена Александровна; Трофімов, Б. Ф.; Трофимов, Б. Ф.; Арсірій, А. В.; Арсирий, А. В.
Success of real-time bidding (RTB) and advertising campaigns depends on efficient and precise user
identification, audience targeting and data exchange between SSP (supply side platform) and DSP (demand
side platform). Analysis of activities on the DSP side has allowed to reveal at least two problems related to
information uncertainty and profiles fragmentation of users.
