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Combining guaranteed and spot markets in display advertising: selling guaranteed page views with stochastic demand [article]

Bowei Chen, Jingmin Huang, Yufei Huang, Stefanos Kollias, Shigang Yue
2019 arXiv   pre-print
In this paper, we present a dynamic programming model to study how an online publisher should optimally allocate and price page views between guaranteed and spot markets.  ...  The problem is challenging because the allocation and pricing of guaranteed contracts affect advertisers' purchase between the two markets, and the terminal value of the model is endogenously determined  ...  Introduction Display advertising is one of the most popular forms of online marketing.  ... 
arXiv:1708.01348v4 fatcat:myi4o5cgefbfhiybktb2fhns3m

A Dynamic Pricing Model for Unifying Programmatic Guarantee and Real-Time Bidding in Display Advertising

Bowei Chen, Shuai Yuan, Jun Wang
2014 Proceedings of 20th ACM SIGKDD Conference on Knowledge Discovery and Data Mining - ADKDD'14  
There are two major ways of selling impressions in display advertising. They are either sold in spot through auction mechanisms or in advance via guaranteed contracts.  ...  In a highly competitive market, advertisers are more willing to purchase the guaranteed contracts and thus higher prices are expected.  ...  The so-called ad option contracts are a more flexible guaranteed delivery mechanism in online advertising [10, 23, 30] .  ... 
doi:10.1145/2648584.2648585 dblp:conf/kdd/ChenYW14 fatcat:74eewdsp25gilj7aufipwn2l3e

Financial Lower Bounds of Online Advertising Abuse [chapter]

Yizheng Chen, Panagiotis Kintis, Manos Antonakakis, Yacin Nadji, David Dagon, Wenke Lee, Michael Farrell
2016 Lecture Notes in Computer Science  
Bharadwaj et al. [2010] discussed two algorithms for pricing the guaranteed display contracts.  ...  Guaranteed contracts are a solution to reducing the price risk because they specify the ad inventories and their delivery prices in advance for online buyers.  ...  Therefore, the strike price of the option is the fixed CPC and the underlying price is the uncertain winning payment CPM in online auctions.  ... 
doi:10.1007/978-3-319-40667-1_12 fatcat:egwgg4ksrrbq7oju4lcwuengdy

Risk-aware dynamic reserve prices of programmatic guarantee in display advertising [article]

Bowei Chen
2017 arXiv   pre-print
Display advertising is an important online advertising type where banner advertisements (shortly ad) on websites are usually measured by how many times they are viewed by online users.  ...  They can be auctioned off in real time or be directly sold through guaranteed contracts in advance.  ...  Compared to guaranteed contracts, ad options provide advertisers with great flexibility. III. THE MODEL In display advertising, a publisher may have several webpages.  ... 
arXiv:1701.05219v1 fatcat:fsxsddnjnbeyddlyi5y4tcdpzi

Inventory Allocation for Online Graphical Display Advertising [article]

Jian Yang, Erik Vee, Sergei Vassilvitskii, John Tomlin, Jayavel Shanmugasundaram, Tasos Anastasakos, Oliver Kennedy
2010 arXiv   pre-print
The model considers two types of campaigns: guaranteed delivery (GD), which are sold months in advance, and non-guaranteed delivery (NGD), which are sold using real-time auctions.  ...  We discuss a multi-objective/goal programming model for the allocation of inventory of graphical advertisements.  ...  acknowledgments We gratefully acknowledge the assistance of Sumanth Jagannath and Wenjing Ma in processing the data for our experiments, and Jianchang Mao for managing much of the click model development  ... 
arXiv:1008.3551v1 fatcat:z5ckwon6hfeajf4yntthrfaoq4

Risk-Aware Dynamic Reserve Prices of Programmatic Guarantee in Display Advertising

Bowei Chen
2016 2016 IEEE 16th International Conference on Data Mining Workshops (ICDMW)  
Display advertising is an important online advertising type where banner advertisements (shortly ad) on websites are usually measured by how many times they are viewed by online users.  ...  They can be auctioned off in real time or be directly sold through guaranteed contracts in advance.  ...  Compared to guaranteed contracts, ad options provide advertisers with great flexibility. III. THE MODEL In display advertising, a publisher may have several webpages.  ... 
doi:10.1109/icdmw.2016.0079 dblp:conf/icdm/Chen16 fatcat:3a4zzgv5lneifa47i4nyfjtb5m

Online advertisement service pricing and an option contract

Yongma Moon, Changhyun Kwon
2011 Electronic Commerce Research and Applications  
In this paper, we suggest a hybrid pricing scheme: advertisers pay the minimum of CPM and CPC fees by purchasing an option from publishers.  ...  Among several ways of pricing online advertisements, the methods based on cost-per-impression (CPM) and costper-click (CPC) are the two most popular.  ...  The CPC pricing is particularly popular in search-based advertising, while the CPM pricing is popular in banner display advertising.  ... 
doi:10.1016/j.elerap.2010.04.005 fatcat:ptsqovmvjnc45kcmdmh4jrmtee

Impression Allocation and Policy Search in Display Advertising [article]

Di Wu and Cheng Chen and Xiujun Chen and Junwei Pan and Xun Yang and Qing Tan and Jian Xu and Kuang-Chih Lee
2022 arXiv   pre-print
In online display advertising, guaranteed contracts and real-time bidding (RTB) are two major ways to sell impressions for a publisher.  ...  For large publishers, simultaneously selling impressions through both guaranteed contracts and in-house RTB has become a popular choice.  ...  Despite the increasing popularity of RTB, there is still large amount of the online display advertising revenue generated from guaranteed contracts.  ... 
arXiv:2203.07073v1 fatcat:2x7v2rlhqvcctc2qdebiwmngvu

Bidding for Representative Allocations for Display Advertising [chapter]

Arpita Ghosh, Preston McAfee, Kishore Papineni, Sergei Vassilvitskii
2009 Lecture Notes in Computer Science  
Display advertising has traditionally been sold via guaranteed contracts -a guaranteed contract is a deal between a publisher and an advertiser to allocate a certain number of impressions over a certain  ...  However, as spot markets for display ads, such as the RightMedia Exchange, have grown in prominence, the selection of advertisements to show on a given page is increasingly being chosen based on price,  ...  Both the guaranteed and spot markets for display advertising now thrive side-by-side. There is demand for guaranteed contracts from advertisers who want to hedge against future uncertainty of supply.  ... 
doi:10.1007/978-3-642-10841-9_20 fatcat:yhwqf47eu5btfkpsdoa4ppxwae

Optimal Dynamic Auctions for Display Advertising

Ying-Ju Chen
2017 Operations Research  
In the traditional guaranteed market, the publisher commits to deliver a pre-specified number of impressions within a fixed time frame through a guaranteed contract.  ...  We investigate the optimal dynamic auction design for the display advertising industry. Currently, display advertising is sold through two markets side-by-side.  ...  In pursuit of this goal, we construct a stylized model in which a monopolistic online publisher intends to sell his display advertising space sequentially in two markets.  ... 
doi:10.1287/opre.2017.1592 fatcat:gzuvnwbpxzcktmhdnd5kugvahy

A Multi-Agent Reinforcement Learning Method for Impression Allocation in Online Display Advertising [article]

Di Wu, Cheng Chen, Xun Yang, Xiujun Chen, Qing Tan, Jian Xu, Kun Gai
2018 arXiv   pre-print
In online display advertising, guaranteed contracts and real-time bidding (RTB) are two major ways to sell impressions for a publisher.  ...  Despite the increasing popularity of RTB, there is still half of online display advertising revenue generated from guaranteed contracts.  ...  Despite the increasing popularity of RTB, there is still half of the online display advertising revenue generated from guaranteed contracts according to (eMarketer) .  ... 
arXiv:1809.03152v1 fatcat:laiiasdbazgslhvk7sqe7vco6m

Single-period balancing of pay-per-click and pay-per-view online display advertisements

Changhyun Kwon
2009 Journal of Revenue and Pricing Management  
In this paper, we study a balancing problem of web publishers for pay-per-view and pay-per-click contracts for online display advertising.  ...  We investigate how pricing and other contract components will affect the optimal display strategies analytically and numerically.  ...  In this paper, we are interested in a revenue maximization problem for display advertisements with two types of pricing contracts, PPV and PPC.  ... 
doi:10.1057/rpm.2009.43 fatcat:g67xs2sojffu5g5otxatrysaa4

Dynamic ad layout revenue optimization for display advertising

Haibin Cheng, Eren Manavoglu, Ying Cui, Ruofei Zhang, Jianchang Mao
2012 Proceedings of the Sixth International Workshop on Data Mining for Online Advertising and Internet Economy - ADKDD '12  
A dynamic ad layout revenue optimization framework is developed for display advertising, in terms of both guaranteed and non-guaranteed advertising.  ...  Display advertising has been growing rapidly in recent years, with revenue generated from display ads placed on spaces allocated on publisher's web pages.  ...  GD display advertising In GD display advertising, advertisers book the desired high premium impressions from publishers with guaranteed contracts at a flat price in terms of cost-per-thousand (CPM).  ... 
doi:10.1145/2351356.2351365 fatcat:bep42ps2dvgc3mwc4usybzssse

Multi-keyword multi-click advertisement option contracts for sponsored search [article]

Bowei Chen and Jun Wang and Ingemar J. Cox and Mohan S. Kankanhalli
2015 arXiv   pre-print
In our proposal, an advertiser can purchase an option from a search engine in advance by paying an upfront fee, known as the option price.  ...  However, keyword auctions have a number of limitations including: the uncertainty in payment prices for advertisers; the volatility in the search engine's revenue; and the weak loyalty between advertiser  ...  Guaranteed Advertising Deliveries Guaranteed contracts appeared in the early stages of online advertising (particularly in display advertising).  ... 
arXiv:1307.4980v7 fatcat:qmmdsbnmgvcxffsog4ag5iwbzm

Online allocation of display advertisements subject to advanced sales contracts

Saeed Alaei, Esteban Arcaute, Samir Khuller, Wenjing Ma, Azarakhsh Malekian, John Tomlin
2009 Proceedings of the Third International Workshop on Data Mining and Audience Intelligence for Advertising - ADKDD '09  
We first study the computational complexity of optimization problems related to both online and offline allocation of display advertisements.  ...  In this paper we propose a utility model that accounts for both sales and branding advertisers.  ...  INTRODUCTION The current system for allocating and pricing display advertisements relies on two separate markets.  ... 
doi:10.1145/1592748.1592758 dblp:conf/kdd/AlaeiAKMMT09 fatcat:po2m6anhtjawbcvhbcvfskprnm
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