Optimal Allocation of Ad Inventory in Real-Time Bidding Advertising Markets
Li, Juanjuan; Ni, Xiaochun; Yuan, Yong; Qin, Rui; Wang, Fei-Yue
2016-10
Conference Name2016 IEEE International Conference on Systems, Man, and Cybernetics (SMC 2016)
Conference DateOCT. 9-12, 2016
Conference PlaceBudapest, Hungary
Abstract
With the rapid development of big data analytics in online marketing, real-time bidding (RTB) has emerged as a promising business model in recent years and now becomes one of the major online advertising channels. Based on analysis of Web Cookies, RTB platforms are able to precisely identify the features and preferences of target audiences visiting publishers’ websites, and forward the information to competing advertisers submitting bids for their best-matched audience in real-time ad auctions. As the supplier of ad impressions, publishers typically have multiple channels to sell their ad impressions (i.e., ad inventory), making their strategies for allocating ad inventory one of the most critical research problems. In this paper, we strive to study publishers’ optimal strategy of allocating ad inventory across online channel of RTB-based auctions and offline channel prevailingly realized in the form of guaranteed contracts. Considering the ad reserve price as the control variable, we establish the optimization model. We also explicitly take the default penalty in offline channels into consideration, so as to balance the short-term online revenue and long-term offline revenue. In our work, we analyze altogether three kinds of strategies for publishers to allocate their ad inventory in pursuit of the optimal strategy, and validate our model and analysis via computational experiments. We find that there is no dominant strategy that can outperform others in all cases, and interestingly, publishers using the hybrid-channel strategy do not always gain more revenues than those using the single- channel strategy.
Indexed ByEI
Document Type会议论文
Identifierhttp://ir.ia.ac.cn/handle/173211/17383
Collection复杂系统管理与控制国家重点实验室_先进控制与自动化
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
Recommended Citation
GB/T 7714
Li, Juanjuan,Ni, Xiaochun,Yuan, Yong,et al. Optimal Allocation of Ad Inventory in Real-Time Bidding Advertising Markets[C],2016.
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