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
Conference Name2017 IEEE International Conference on Systems, Man, and Cybernetics
Source PublicationProceedings of the 2017 IEEE International Conference on Systems, Man, and Cybernetics
Conference DateOct. 5-8, 2017
Conference PlaceBanff, Canada
AbstractReal 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.
KeywordReal Time Bidding Demand Side Platform Revenue Model Two-stage Resale Strategy Optimization
Document Type会议论文
Identifierhttp://ir.ia.ac.cn/handle/173211/17495
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
Corresponding AuthorYuan, Yong
AffiliationThe State Key Laboratory of Management and Control for Complex Systems, Institute of Automation, Chinese Academy of Sciences
Recommended Citation
GB/T 7714
Qin, Rui,Ni, Xiaochun,Yuan, Yong,et al. Revenue Models for Demand Side Platforms in Real Time Bidding Advertising[C],2017.
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