Improving Auction Mechanisms for Online Real-Time Bidding Advertising with a Two-stage Resale Model

CORC > 自动化研究所 > 中国科学院自动化研究所 > 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

	Improving Auction Mechanisms for Online Real-Time Bidding Advertising with a Two-stage Resale Model
	Qin Rui1,2,4 ; Yuan Yong1,2 ; Wang Fei-Yue1,2,3
	2017
会议日期	2017-7
会议地点	Toulouse, France
英文摘要	Real Time Bidding (RTB), widely publicized as one of the most promising big-data driven business models for online computational advertising, has the potential of effectively monetizing user clicks and impressions via two-stage auctions with resale. Demand side platforms (DSPs) play a key role as intermediators in this auction process. Typically, the first-stage auctions will be conducted separately in each DSP to determine one winning advertiser registered on it, and in the second-stage auction, each DSP submits a bid based on its winning advertiser’s bid to the ad exchange platform (AdX). The highest-bid DSP wins the ad impression from AdX and resells it to its winning advertiser in pursuit of the intermediate fee. This two-stage resale auction is a critical component in maintaining the effectiveness and efficiency of RTB ecosystems. In this paper, we strive to identify and design potential improvements for this auction mechanism with the aim of enhancing the total revenue of both advertisers and DSPs. We also validated our proposed auction mechanisms using the computational experiment approach. The experimental results indicate that our proposed mechanisms can make both advertisers and DSPs better off. Our work represents the first step towards a new research area of optimal mechanism design for RTB auctions, and is expected to provide useful managerial insights in RTB market practice.
内容类型	会议论文
源URL	[http://ir.ia.ac.cn/handle/173211/15437]
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	1.The State Key Laboratory of Management and Control for Complex Systems, Institute of Automation, Chinese Academy of Sciences 2.Qingdao Academy of Intelligent Industries 3.Research Center of Military Computational Experiments and Parallel System, National University of Defense Technology 4.Beijing Engineering Research Center of Intelligent Systems and Technology, Institute of Automation, Chinese Academy of Sciences
推荐引用方式 GB/T 7714	Qin Rui,Yuan Yong,Wang Fei-Yue. Improving Auction Mechanisms for Online Real-Time Bidding Advertising with a Two-stage Resale Model[C]. 见:. Toulouse, France. 2017-7.