Information disclosure in real-time bidding advertising markets
Li, Juanjuan; Yuan, Yong; Qin, Rui
Conference Name2014 IEEE International Conference on Service Operations and Logistics, and Informatics
Conference DateOct. 8-10, 2014
Conference PlaceQingdao, China
Real-time bidding (RTB) advertising is a fast-growing business model in online display advertising markets. Unlike the guaranteed display advertising, it utilizes programmatic instantaneous auction to price and sell ad inventory on a per-impression basis. RTB en bales advertisers to target audiences at demographic, psychographic or behavioral levels across a wide range of websites. In RTB markets, information about target audiences is usually disclosed to advertisers, while information about publishers (e.g. website ranking, advertising page) are typically not available for advertisers, especially in real-time setting. This leads to a serious information asymmetry problem in RTB markets, which has significant influence on both advertisers' bidding strategies and publishers' revenues. In this paper, we study the information disclosure strategies of publishers in case when the disclosure may incur an extra cost. We address this information asymmetry problem by first formulating the RTB auction as a second-price sealed-bid game, then discussing equilibrium information disclosure strategies for publishers and also investigating advertisers' bidding strategies in the three information disclosure cases: all disclosed, non-disclosed, and partially disclosed. We find that non-disclosed and partially disclosed strategies may lead to an adverse selection effect, and high-quality publishers will be forced to quit the RTB markets.
Indexed ByEI
Document Type会议论文
AffiliationThe State Key Laboratory of Management and Control for Complex Systems Institute of Automation, Chinese Academy of Sciences
Recommended Citation
GB/T 7714
Li, Juanjuan,Yuan, Yong,Qin, Rui. Information disclosure in real-time bidding advertising markets[C],2014.
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