Exploring New Mechanisms for Demand-Side Platforms in Real Time Bidding Markets

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	Exploring New Mechanisms for Demand-Side Platforms in Real Time Bidding Markets
	Qin, Rui; Yuan, Yong; Ni, Xiaochun; Wang, Fei-Yue
	2017-10-20
会议名称	2017 Chinese Automation Congress
会议录名称	Proceedings of the 2017 Chinese Automation Congress
会议日期	Oct. 20-22, 2017
会议地点	Jinan, China
摘要	When online advertising met the big data technology, programmatic buying has become more and more popular, in which Real Time Bidding (RTB) is regarded as one of the most important formats of programmatic buying advertising. In RTB advertising markets, there is a two-stage auction process for each ad impression, in which Demand-Side Platforms (DSPs) adopt a two-stage resale model to get their revenues. Thus, for each DSP, how to design effective auction mechanisms in the two-stage auction process so as to get higher revenues for both itself and its advertisers has become a critical issue. This paper aims to study this issue, and propose a new bidding and pricing mechanism for the DSP. We also utilize the computational experiment approach to evaluate our proposed mechanism, and the experimental results show that our new mechanism can improve the revenues of both the DSP and the advertisers.
关键词	Real Time Bidding Two-stage Resale Model Demand Side Platform Pricing Mechanism Bidding Mechanism
文献类型	会议论文
条目标识符	http://ir.ia.ac.cn/handle/173211/17555
专题	多模态人工智能系统全国重点实验室_平行智能技术与系统团队
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,Yuan, Yong,Ni, Xiaochun,et al. Exploring New Mechanisms for Demand-Side Platforms in Real Time Bidding Markets[C],2017.

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