Information disclosure in real-time bidding advertising markets
Li, Juanjuan; Yuan, Yong; Qin, Rui
2014-10
会议名称2014 IEEE International Conference on Service Operations and Logistics, and Informatics
会议日期Oct. 8-10, 2014
会议地点Qingdao, China
摘要
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.
收录类别EI
文献类型会议论文
条目标识符http://ir.ia.ac.cn/handle/173211/17442
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
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
Li, Juanjuan,Yuan, Yong,Qin, Rui. Information disclosure in real-time bidding advertising markets[C],2014.
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