A Pareto optimal mechanism for demand-side platforms in real time bidding advertising markets

doi:10.1016/j.ins.2018.08.012

CASIA OpenIR > 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

	A Pareto optimal mechanism for demand-side platforms in real time bidding advertising markets
	Qin, Rui1,2,4 ; Yuan, Yong1,2 ; Wang, Fei-Yue1,2,3
发表期刊	INFORMATION SCIENCES
ISSN	0020-0255
	2018-12-01
卷号	469 页码:119-140
通讯作者	Wang, Fei-Yue(feiyue.wang@ia.ac.cn)
摘要	Real time bidding (RTB) advertising has been widely recognized as one of the most promising big-data-driven business models, and a fast-growing research field of computational advertising in recent years. In RTB markets, each ad impression is sold through a two-stage resale auction session, in which demand side platforms (DSPs) play an important role as intermediators. Specifically, DSPs buy ad impressions from the Ad Exchange (AdX) platform and resell them to their registered advertisers, who are interested in the target audience behind the ad impressions. The mechanism design of this two-stage resale auction is a hot research topic and also a critical component in maintaining the effectiveness and efficiency of the RTB ecosystems. In this paper, we strive to identify and design a new mechanism for this auction model in stochastic market environments, with the aim of maximizing the total expected revenue of the winning advertiser and the DSP, and improving the expected revenues for both the winning advertiser and the DSP from each ad impression. Our proposed new mechanism is Pareto optimal for the advertisers and DSPs. We study the equivalent forms of our proposed mechanism in cases when the stochastic market environments can be characterized by uniformly or normally distributed random variables, respectively. We also validate our auction mechanism using the computational experiment approach. The experimental results indicate that our mechanism can make both advertisers and DSPs better off. Our work is expected to provide useful managerial insights for DSPs in RTB market practice. (C) 2018 Elsevier Inc. All rights reserved.
关键词	Computational advertising Real time bidding Demand side platform Pareto optimal Mechanism design Computational experiment
DOI	10.1016/j.ins.2018.08.012
关键词[WOS]	SPONSORED SEARCH AUCTIONS ; FRAMEWORK ; KEYWORDS ; DESIGN
收录类别	SCI
语种	英语
资助项目	National Natural Science Foundation of China[71232006] ; National Natural Science Foundation of China[61533019] ; National Natural Science Foundation of China[71472174] ; National Natural Science Foundation of China[71702182] ; National Natural Science Foundation of China[71232006] ; National Natural Science Foundation of China[61533019] ; National Natural Science Foundation of China[71472174] ; National Natural Science Foundation of China[71702182] ; National Natural Science Foundation of China[71702182] ; National Natural Science Foundation of China[71472174] ; National Natural Science Foundation of China[61533019] ; National Natural Science Foundation of China[71232006]
项目资助者	National Natural Science Foundation of China
WOS研究方向	Computer Science
WOS类目	Computer Science, Information Systems
WOS记录号	WOS:000448229800008
出版者	ELSEVIER SCIENCE INC
引用统计	被引频次：6[WOS] [WOS记录] [WOS相关记录]
文献类型	期刊论文
条目标识符	http://ir.ia.ac.cn/handle/173211/21607
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	Wang, Fei-Yue
作者单位	1.The State Key Laboratory for Management and Control of Complex Systems, Institute of Automation, Chinese Academy of Sciences 2.Qingdao Academy of Intelligent Industries 3.Research Center of Military Computational Experiments and Parallel System, National University of Defense Technology 4.Beijing Engineering Research Center of Intelligent Systems and Technology, Institute of Automation, Chinese Academy of Sciences
第一作者单位	中国科学院自动化研究所
通讯作者单位	中国科学院自动化研究所
推荐引用方式 GB/T 7714	Qin, Rui,Yuan, Yong,Wang, Fei-Yue. A Pareto optimal mechanism for demand-side platforms in real time bidding advertising markets[J]. INFORMATION SCIENCES,2018,469:119-140.
APA	Qin, Rui,Yuan, Yong,&Wang, Fei-Yue.(2018).A Pareto optimal mechanism for demand-side platforms in real time bidding advertising markets.INFORMATION SCIENCES,469,119-140.
MLA	Qin, Rui,et al."A Pareto optimal mechanism for demand-side platforms in real time bidding advertising markets".INFORMATION SCIENCES 469(2018):119-140.

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