Dominant Bidding Strategy in Mobile App Advertising Auction
文献类型：会议论文
| 作者 | Wang, Lei; Zhang, Yong; Chen, Zhide; Ning, Li; Qiao, Cheng |
| 出版日期 | 2014 |
| 会议名称 | 11th IEEE International Conference on E-Business Engineering, ICEBE 2014 |
| 会议地点 | Guangzhou |
| 英文摘要 | The widespread use of intelligent mobile phone has promoted prosperity of mobile App advertising in recent years. Based on existing bidding status, this paper presents the dominant bidding strategy for mobile advertising auction. Firstly, our study characterizes multiple Nash Equilibria resulting from different bidding strategies in wGSP (weighted Generalized Second-Price) auction. Further more, we prove that advertiser's rank and utility will not decrease by using the dominant bidding strategy. We also consider the situation where the reserve price is set by the mobile advertising platform. It turns out that that advertiser's payment will be no less than reserve price. Finally, a practical implementation for a virtual market simulates the dynamic bidding process in real world environments. © 2014 IEEE.( |
| 收录类别 | EI |
| 语种 | 英语 |
| 源URL | [http://ir.siat.ac.cn:8080/handle/172644/6022]  |
| 专题 | 深圳先进技术研究院_数字所 |
| 作者单位 | 2014 |
| 推荐引用方式 GB/T 7714 | Wang, Lei,Zhang, Yong,Chen, Zhide,et al. Dominant Bidding Strategy in Mobile App Advertising Auction[C]. 见:11th IEEE International Conference on E-Business Engineering, ICEBE 2014. Guangzhou. |
入库方式： OAI收割
来源：深圳先进技术研究院
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