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Research on Information Structure of Programmatic Advertising Markets
Li Juanjuan1,2,3; Yuan Yong1,2,3; Zhao Xueliang1,2,3; Wang Fei-Yue1,2,3,4
Conference Name2017 IFAC World Congress
Conference Date2017-07
Conference PlaceToulouse, France
AbstractWith the abundance of online big data and computing resources, as well as the rapid development and diversification of business models, programmatic advertising (PA) has emerged and become the mainstream and one of the most promising advertising channels in recent years. As an effective way to precision marketing, PA relies heavily on the information elicited from analyzing Web users and pages, which can help advertisers precisely identify their best-matched audiences and evaluate the ad impressions in a real-time fashion. In PA markets, publishers serve as the supplier of ad impressions, and have
control on whether, what and how to reveal such key information to advertisers. These decisions play a central role in the information structure of data-driven PA markets, and attract intensive research interests. In this paper, we strive to investigate publishers’ rational preference over the symmetric and asymmetric information structures, with the aim of maximizing their revenues. Our model views publishers’ revenue as a function of the information structure among advertisers, and we hereby proved its convexity under
an incentive compatible mechanism. This conclusion indicates that publishers prefer an asymmetric information structure rather than a symmetric one. Our research findings can help improve publishers’ revenue, and also can explain the underlying rationale for the hybrid PA markets mixed by public real-time bidding and private marketplaces

Document Type会议论文
Corresponding AuthorYuan Yong
Affiliation1.The State Key Laboratory of Management and Control for Complex Systems, Institute of Automation, Chinese Academy of Sciences
2.Qingdao Academy of Intelligent Industries
3.Beijing Engineering Research Center of Intelligent Systems and Technology
4.Research Center of Military Computational Experiments and Parallel Systems, National University of Defense Technology
Recommended Citation
GB/T 7714
Li Juanjuan,Yuan Yong,Zhao Xueliang,et al. Research on Information Structure of Programmatic Advertising Markets[C],2017.
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