Exploring New Mechanisms for Demand-Side Platforms in Real Time Bidding Markets
Qin, Rui; Yuan, Yong; Ni, Xiaochun; Wang, Fei-Yue
Conference Name2017 Chinese Automation Congress
Source PublicationProceedings of the 2017 Chinese Automation Congress
Conference DateOct. 20-22, 2017
Conference PlaceJinan, China
AbstractWhen 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.
KeywordReal Time Bidding Two-stage Resale Model Demand Side Platform Pricing Mechanism Bidding Mechanism
Document Type会议论文
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,Yuan, Yong,Ni, Xiaochun,et al. Exploring New Mechanisms for Demand-Side Platforms in Real Time Bidding Markets[C],2017.
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