Revenue Models for Demand Side Platforms in Real Time Bidding Advertising
Qin, Rui; Ni, Xiaochun; Yuan, Yong; Li, Juanjuan; 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Real time bidding (RTB) has become an emerging online advertising with the development of Internet big data in recent years. In the whole RTB ecosystem, the Demand Side Platform (DSP) plays a central role, and it realizes the programmatic and accurate buying of the advertisements for the advertisers via a two-stage auction. In RTB business logics, DSP plays as an intermediary between the advertisers and the center platform. Due to the principle-agent relationship between the advertisers and the DSP, the DSP aims not only to maximize the revenue for the advertisers, but also gain its revenue in this process. So far there are two revenue modes for DSP, namely the two-stage resale model and the commission model, respectively. In this paper, we mainly consider the revenue model for DSP in RTB advertising market. We aim to study the properties of the two revenue models, and compare the revenues for the DSP and the advertisers under these two models. We also provide an example to illustrate our proposed models and their properties. The results show that under small ratio of the commission, the advertisers are more likely to choose the commission model, but the DSP is more likely to choose the two-stage resale model and set a larger weight, while under large ratio of the commission, the advertisers are more likely to choose the two-stage resale model, but the DSP is more likely to choose the commission model. Our research work highlights the importance of the revenue model on the revenues of the advertisers and the DSP, and is intended to provide a useful reference for DSPs in RTB advertising markets.
关键词Real Time Bidding Demand Side Platform Revenue Model Two-stage Resale Strategy Optimization
文献类型会议论文
条目标识符http://ir.ia.ac.cn/handle/173211/17495
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,Ni, Xiaochun,Yuan, Yong,et al. Revenue Models for Demand Side Platforms in Real Time Bidding Advertising[C],2017.
条目包含的文件 下载所有文件
文件名称/大小 文献类型 版本类型 开放类型 使用许可
Revenue Models for D(1192KB)会议论文 开放获取CC BY-NC-SA浏览 下载
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
[Ni, Xiaochun]的文章
[Yuan, Yong]的文章
百度学术
百度学术中相似的文章
[Qin, Rui]的文章
[Ni, Xiaochun]的文章
[Yuan, Yong]的文章
必应学术
必应学术中相似的文章
[Qin, Rui]的文章
[Ni, Xiaochun]的文章
[Yuan, Yong]的文章
相关权益政策
暂无数据
收藏/分享
文件名: Revenue Models for Demand Side Platforms in Real Time Bidding Advertising.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。