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Real-Time Bidding Advertising: Challenges and Opportunities for Advertising Curriculum, Research, and Practice

Real-Time Bidding Advertising: Challenges and Opportunities for Advertising Curriculum, Research, and Practice
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Author(s): Kenneth C. C. Yang (The University of Texas at El Paso, USA)and Yowei Kang (Kainan University, Taiwan)
 Copyright: 2016
 Pages: 16
 Source title: Encyclopedia of E-Commerce Development, Implementation, and Management
Source Author(s)/Editor(s): In Lee (Western Illinois University, USA)
 DOI: 10.4018/978-1-4666-9787-4.ch091

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