Exploring New Mechanisms for Demand-Side Platforms in Real Time Bidding Markets
文献类型：会议论文
| 作者 | Qin, Rui ; Yuan, Yong; Ni, Xiaochun; Wang, Fei-Yue
|
| 出版日期 | 2017-10-20 |
| 会议日期 | Oct. 20-22, 2017 |
| 会议地点 | Jinan, China |
| 关键词 | Real Time Bidding Two-stage Resale Model Demand Side Platform Pricing Mechanism Bidding Mechanism |
| 英文摘要 | When online advertising met the big data technology, programmatic buying has become more and more popular, in which Real Time Bidding (RTB) is regarded as one of the most important formats of programmatic buying advertising. In RTB advertising markets, there is a two-stage auction process for each ad impression, in which Demand-Side Platforms (DSPs) adopt a two-stage resale model to get their revenues. Thus, for each DSP, how to design effective auction mechanisms in the two-stage auction process so as to get higher revenues for both itself and its advertisers has become a critical issue. This paper aims to study this issue, and propose a new bidding and pricing mechanism for the DSP. We also utilize the computational experiment approach to evaluate our proposed mechanism, and the experimental results show that our new mechanism can improve the revenues of both the DSP and the advertisers. |
| 会议录 | Proceedings of the 2017 Chinese Automation Congress
 |
| 源URL | [http://ir.ia.ac.cn/handle/173211/17555]  |
| 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,Yuan, Yong,Ni, Xiaochun,et al. Exploring New Mechanisms for Demand-Side Platforms in Real Time Bidding Markets[C]. 见:. Jinan, China. Oct. 20-22, 2017. |
入库方式： OAI收割
来源：自动化研究所
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