A hierarchical framework for ad inventory allocation in programmatic advertising markets
Juanjuan Li; Xiaochun Ni; Yong Yuan; Fei-Yue Wang
Source PublicationELECTRONIC COMMERCE RESEARCH AND APPLICATIONS
ISSN1567-4223
2018-09-01
Volume31Pages:40-51
Corresponding AuthorYuan, Yong(yong.yuan@ia.ac.cn)
AbstractEnabled by the big data driven user profiling and precision bidding techniques, online programmatic advertising markets have evolved from the traditional website-buying or ad-slot-buying models to a fine-grained and realtime trading model at the level of ad impressions (i.e., ad inventory). As a result, Web publishers are now facing a challenging decision of allocating the ad inventory across multiple advertising models, which has a direct and important influence on both their individual revenues, and the market-wide supply-demand balance. In this paper, we propose a novel hierarchical ad inventory allocation framework (AIAF), taking into consideration the possible scenarios of ad inventory allocation in programmatic advertising markets. AIAF explicitly captures the specific features of ad inventory allocation in each of three levels (i.e., channel level, market level and platform level), and also their influence-feedback effects. We present the general solution process for solving this model on the basis of its property analysis. An illustrative instantiation of our AIAF model is formulated to demonstrate its applications in supporting publishers' decision-making on the ad inventory allocation. We also conduct experiments based on empirical data so as to validate the model and analysis. Our research findings indicate that 1) our AIAF model outperforms other single-level and two-level allocation strategies; 2) the fine-grained optimization is superior to that of the coarse-grained level; 3) allocation decisions should be made on the basis of the comparative marginal revenue instead of the absolute marginal revenue.
KeywordProgrammatic advertising Ad inventory Real-time bidding Private marketplace Header bidding
DOI10.1016/j.elerap.2018.09.001
WOS KeywordRESOURCE-ALLOCATION ; INFORMATION ; EXCHANGES
Indexed BySCI
Language英语
Funding ProjectNational Natural Science Foundation of China[71472174] ; National Natural Science Foundation of China[61533019] ; National Natural Science Foundation of China[71702182]
Funding OrganizationNational Natural Science Foundation of China
WOS Research AreaBusiness & Economics ; Computer Science
WOS SubjectBusiness ; Computer Science, Information Systems ; Computer Science, Interdisciplinary Applications
WOS IDWOS:000447431500004
PublisherELSEVIER SCIENCE BV
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Document Type期刊论文
Identifierhttp://ir.ia.ac.cn/handle/173211/21609
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
Recommended Citation
GB/T 7714
Juanjuan Li,Xiaochun Ni,Yong Yuan,et al. A hierarchical framework for ad inventory allocation in programmatic advertising markets[J]. ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS,2018,31:40-51.
APA Juanjuan Li,Xiaochun Ni,Yong Yuan,&Fei-Yue Wang.(2018).A hierarchical framework for ad inventory allocation in programmatic advertising markets.ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS,31,40-51.
MLA Juanjuan Li,et al."A hierarchical framework for ad inventory allocation in programmatic advertising markets".ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS 31(2018):40-51.
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