Information disclosure in real-time bidding advertising markets
Li, Juanjuan; Yuan, Yong; Qin, Rui
2014-10
Conference Name2014 IEEE International Conference on Service Operations and Logistics, and Informatics
Conference DateOct. 8-10, 2014
Conference PlaceQingdao, China
Abstract
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
Identifierhttp://ir.ia.ac.cn/handle/173211/17442
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
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.
Files in This Item: Download All
File Name/Size DocType Version Access License
06960708.pdf(178KB)会议论文 开放获取CC BY-NC-SAView Download
Related Services
Recommend this item
Bookmark
Usage statistics
Export to Endnote
Google Scholar
Similar articles in Google Scholar
[Li, Juanjuan]'s Articles
[Yuan, Yong]'s Articles
[Qin, Rui]'s Articles
Baidu academic
Similar articles in Baidu academic
[Li, Juanjuan]'s Articles
[Yuan, Yong]'s Articles
[Qin, Rui]'s Articles
Bing Scholar
Similar articles in Bing Scholar
[Li, Juanjuan]'s Articles
[Yuan, Yong]'s Articles
[Qin, Rui]'s Articles
Terms of Use
No data!
Social Bookmark/Share
File name: 06960708.pdf
Format: Adobe PDF
All comments (0)
No comment.
 

Items in the repository are protected by copyright, with all rights reserved, unless otherwise indicated.