Optimalizace RTB kampaní v digitální reklamě

This master’s thesis examines the optimization of RTB (real-time bidding) campaigns within the domain of digital advertising. Its primary objective is to propose optimization approaches for RTB campaigns based on the analysis of case studies and to identify the key factors that shape campaign effectiveness. The theoretical part, developed through a literature review, defines the fundamentals of digital advertising, describes the main online advertising tools, and outlines the technological functioning of the RTB system. The practical part analyses three case studies with attention to targeting methods, applied advertising formats, device structure, temporal performance patterns, and domain quality. To ensure a more objective interpretation of campaign efficiency, the findings are complemented by an expert commentary from an RTB specialist. The outcome of the thesis is a methodological guide providing a set of recommendations for optimizing RTB campaigns intended for media analysts.