Optimizing the Revenue for Ad Exchanges in Header Bidding Advertising Markets
Qin, Rui; Yuan, Yong; Wang, Fei-Yue
2017-10-05
会议名称2017 IEEE International Conference on Systems, Man, and Cybernetics
会议录名称Proceedings of the 2017 IEEE International Conference on Systems, Man, and Cybernetics
会议日期Oct. 5-8, 2017
会议地点Banff, Canada
摘要With the ever-growing popularization of Real Time Bidding (RTB) advertising, the Ad Exchange (AdX) platform has long enjoyed a dominant position in the RTB ecosystem due to its unique role in bridging publishers and advertisers in the supply and demand sides, respectively. A novel technology called header bidding emerged in the recent one or two years, however, is widely believed to have the potential of challenging this dominant position. Compared with RTB markets, header bidding establishes a priority sub-market allowing bidding partners of the publisher submit their bids before the ad impression delivered to the open AdX platform, resulting in a decreased winning probability and revenue for the AdX. As such, there is a critical need for the AdX to tackle this challenge so as to better coexist with header bidding platforms. This need motivates our research. We utilize stochastic programming approach and establish a stochastic optimization model with risk constraints to optimize the pricing strategy for the AdX, considering that the highest bids from the bidding partners can be characterized by random variables. We study the equivalent forms of our proposed model in case when the randomness is characterized by uniform or normal random variables. With the computational experiment approach, we validate our proposed model, and the experimental results indicate that both the risk tolerance of the AdX and the distribution of randomness of the highest bid from the bidding partners can greatly affect the optimal strategy and the corresponding optimal revenue of the AdX. Our work highlights the importance of the risk level of the AdX and the distribution of the randomness generated by the partners to the decision making process of the AdXs in header bidding markets.
关键词Header Bidding Real Time Bidding Ad Exchange Stochastic Optimization Model Risk Level
文献类型会议论文
条目标识符http://ir.ia.ac.cn/handle/173211/17441
专题复杂系统管理与控制国家重点实验室_先进控制与自动化
通讯作者Yuan, Yong
作者单位The State Key Laboratory of Management and Control for Complex Systems, Institute of Automation, Chinese Academy of Sciences
推荐引用方式
GB/T 7714
Qin, Rui,Yuan, Yong,Wang, Fei-Yue. Optimizing the Revenue for Ad Exchanges in Header Bidding Advertising Markets[C],2017.
条目包含的文件
文件名称/大小 文献类型 版本类型 开放类型 使用许可
Optimizing the Reven(222KB)会议论文 开放获取CC BY-NC-SA浏览 请求全文
个性服务
推荐该条目
保存到收藏夹
查看访问统计
导出为Endnote文件
谷歌学术
谷歌学术中相似的文章
[Qin, Rui]的文章
[Yuan, Yong]的文章
[Wang, Fei-Yue]的文章
百度学术
百度学术中相似的文章
[Qin, Rui]的文章
[Yuan, Yong]的文章
[Wang, Fei-Yue]的文章
必应学术
必应学术中相似的文章
[Qin, Rui]的文章
[Yuan, Yong]的文章
[Wang, Fei-Yue]的文章
相关权益政策
暂无数据
收藏/分享
文件名: Optimizing the Revenue for Ad Exchanges in Header Bidding Advertising Markets.pdf
格式: Adobe PDF
所有评论 (0)
暂无评论
 

除非特别说明,本系统中所有内容都受版权保护,并保留所有权利。