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,Yuan, Yong,Ni, Xiaochun,et al. Exploring New Mechanisms for Demand-Side Platforms in Real Time Bidding Markets[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
qin-CAC2017.pdf(293KB)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
[Yuan, Yong]的文章
[Ni, Xiaochun]的文章
百度学术
百度学术中相似的文章
[Qin, Rui]的文章
[Yuan, Yong]的文章
[Ni, Xiaochun]的文章
必应学术
必应学术中相似的文章
[Qin, Rui]的文章
[Yuan, Yong]的文章
[Ni, Xiaochun]的文章
相关权益政策
暂无数据
收藏/分享
文件名: qin-CAC2017.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。