Abstract:  Data have been increasingly used by advertisers as the core competence resources for marketing. This paper analyzes the mobile RTB (real-time-bidding) mode and each platform of its chains in the context of big data, and then, by contrasting with the PC internet RTB mode, highlights the features and the development directions of mobile RTB mode. Based on this analysis, the paper finally puts forward some suggestions for the development of the Mobile RTB mode and its precise marketing in China.

Key words:  , precise marketing, big data, advertising trends, RTB