随着互联网的快速发展,网络广告也实现了跳跃式的发展,在RTB模式下新型网络广告产业链中各个节点企业间的利益分配问题日益突出,节点企业信任度降低,交易成本增加等问题日益凸显,本文的研究以期能使RTB网络广告产业链价值分配更加合理,为该行业产业链价值分配提供有效的决策建议。 With the rapid development of the Internet, online advertising has also achieved leaps and bounds. In the RTB model, the issue of distribution of benefits among various nodes in the new online advertising industry chain has become increasingly prominent. The problems of lower trust in the nodes and higher transaction costs It highlights that the research in this paper can make the value distribution of RTB network’s advertising chain more reasonable and provide effective decision-making suggestions for the industry chain’s value distribution.