Programatik reklamcılık teknolojisinde reklam seçimi ve fiyat teklif optimizasyonu

This thesis aims to examine and optimize how the demand-side platform (DSP) used by advertisers in programmatic advertising optimizes bid prices and determines the most appropriate advertisement. The thesis, which will be concluded in three steps, aims to both reach the advertiser to the target audience and enable the visitors to view the most accurate advertisement in the first stage. In this direction, basic parameters will be focused, sample data will be collected and analyzed, and an ad selection algorithm will be developed by scoring. In the second stage, it is aimed to show the selected advertisement to the visitor in the said advertisement area. In this direction, a different algorithm will be developed that aims to ensure that all potential advertisers can buy at the most optimum price during the auction process with the ads they send. In the final step, we propose some simple but comprehensive techniques for continuously improving these two algorithms developed for advertiser platforms. In conclusion, this thesis aims to determine how DSPs optimize their bid prices and determine the most suitable advertisement in the framework of programmatic advertising.