Developing a Selection Model for the Mobile Ad Network Using AHP and GRA

From the comparison of online and mobile user behavior in Q_1 2015, the proportion of consumers using mobile Internet has surpassed the use of desktop Internet, the rapid development of mobile internet in Taiwan has also driven the rapid growth of mobile advertising, advertisers also began to focus on mobile advertising planning. Different marketing strategies, the choice of mobile media is also different, in order to make the choice of media more comprehensive, most advertisers will choose mobile advertising network (ad network) media. However, the selection of the mobile ad network is a multi-criteria decision-making problem. It is necessary to evaluate the criteria before selecting the most suitable mobile ad network. Since there is no research on the selection model of the mobile ad network, the study wants to find a selection model of the mobile ad network. The study establishes a model divided into two sections. The first part uses the relevant literature and a Modified Delphi method to find the best selection criteria for a mobile ad network, and Analytic Hierarchy Process to determine the relative weight of the criteria. The second part uses the Grey Relational Analysis to rank the alternatives and select the appropriate mobile ad network. Finally, with enterprise as an example, we use the model for empirical research.