Revenue Models for Demand Side Platforms in Real Time Bidding Advertising
文献类型：会议论文
| 作者 | Qin, Rui ; Ni, Xiaochun; Yuan, Yong; Li, Juanjuan; Wang, Fei-Yue
|
| 出版日期 | 2017-10-05 |
| 会议日期 | Oct. 5-8, 2017 |
| 会议地点 | Banff, Canada |
| 关键词 | Real Time Bidding Demand Side Platform Revenue Model Two-stage Resale Strategy Optimization |
| 英文摘要 | Real time bidding (RTB) has become an emerging online advertising with the development of Internet big data in recent years. In the whole RTB ecosystem, the Demand Side Platform (DSP) plays a central role, and it realizes the programmatic and accurate buying of the advertisements for the advertisers via a two-stage auction. In RTB business logics, DSP plays as an intermediary between the advertisers and the center platform. Due to the principle-agent relationship between the advertisers and the DSP, the DSP aims not only to maximize the revenue for the advertisers, but also gain its revenue in this process. So far there are two revenue modes for DSP, namely the two-stage resale model and the commission model, respectively. In this paper, we mainly consider the revenue model for DSP in RTB advertising market. We aim to study the properties of the two revenue models, and compare the revenues for the DSP and the advertisers under these two models. We also provide an example to illustrate our proposed models and their properties. The results show that under small ratio of the commission, the advertisers are more likely to choose the commission model, but the DSP is more likely to choose the two-stage resale model and set a larger weight, while under large ratio of the commission, the advertisers are more likely to choose the two-stage resale model, but the DSP is more likely to choose the commission model. Our research work highlights the importance of the revenue model on the revenues of the advertisers and the DSP, and is intended to provide a useful reference for DSPs in RTB advertising markets. |
| 会议录 | Proceedings of the 2017 IEEE International Conference on Systems, Man, and Cybernetics
 |
| 源URL | [http://ir.ia.ac.cn/handle/173211/17495]  |
| 专题 | 自动化研究所_复杂系统管理与控制国家重点实验室_先进控制与自动化团队 |
| 通讯作者 | Yuan, Yong |
| 作者单位 | The State Key Laboratory of Management and Control for Complex Systems, Institute of Automation, Chinese Academy of Sciences |
| 推荐引用方式 GB/T 7714 | Qin, Rui,Ni, Xiaochun,Yuan, Yong,et al. Revenue Models for Demand Side Platforms in Real Time Bidding Advertising[C]. 见:. Banff, Canada. Oct. 5-8, 2017. |
入库方式： OAI收割
来源：自动化研究所
浏览0
下载0
收藏0
其他版本
除非特别说明，本系统中所有内容都受版权保护，并保留所有权利。