01583nas a2200217   4500000000100000000000100001008004100002260001200043653001500055653001300070653001100083653002200094100002200116700003500138245007200173856009800245300000900343490000600352520099300358022001401351       2016                            d  c03/201610ae-commerce10aBig Data10aOnline10aReal-Time Bidding1 aFrancisco Mochón1 aJuan Carlos Gonzalvez-Cabañas00aOperating an Advertising Programmatic Buying Platform: A Case Study  uhttp://www.ijimai.org/journal/sites/default/files/files/2016/02/ijimai20163_6_1_pdf_29476.pdf  a6-150 v33 aThis paper analyses how new technological developments and the possibilities generated by the internet are shaping the online advertising market. More specifically it focuses on a programmatic advertising case study. The origin of the problem is how publishers resort to automated buying and selling when trying to shift unsold inventory. To carry out our case study, we will use a programmatic online advertising sales platform, which identifies the optimal way of promoting a given product. The platform executes, evaluates, manages and optimizes display advertising campaigns, all in real-time. The empirical analysis carried out in the case study reveals that the platform and its exclusion algorithms are suitable mechanisms for analysing the performance and efficiency of the various segments that might be used to promote products. Thanks to Big Data tools and artificial intelligence the platform performs automatically, providing information in a user-friendly and simple manner.  a1989-1660