A hierarchical framework for ad inventory allocation in programmatic advertising markets

doi:10.1016/j.elerap.2018.09.001

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 hierarchical framework for ad inventory allocation in programmatic advertising markets
	Juanjuan Li; Xiaochun Ni; Yong Yuan; Fei-Yue Wang
发表期刊	ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS
ISSN	1567-4223
	2018-09-01
卷号	31 页码:40-51
通讯作者	Yuan, Yong(yong.yuan@ia.ac.cn)
摘要	Enabled 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.
关键词	Programmatic advertising Ad inventory Real-time bidding Private marketplace Header bidding
DOI	10.1016/j.elerap.2018.09.001
关键词[WOS]	RESOURCE-ALLOCATION ; INFORMATION ; EXCHANGES
收录类别	SCI
语种	英语
资助项目	National Natural Science Foundation of China[71702182] ; National Natural Science Foundation of China[61533019] ; National Natural Science Foundation of China[71472174] ; National Natural Science Foundation of China[71472174] ; National Natural Science Foundation of China[61533019] ; National Natural Science Foundation of China[71702182]
项目资助者	National Natural Science Foundation of China
WOS研究方向	Business & Economics ; Computer Science
WOS类目	Business ; Computer Science, Information Systems ; Computer Science, Interdisciplinary Applications
WOS记录号	WOS:000447431500004
出版者	ELSEVIER SCIENCE BV
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/173211/21609
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
推荐引用方式 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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