在显示广告中结合保证和现货市场：销售保证的页面浏览量与随机需求
Combining guaranteed and spot markets in display advertising: Selling guaranteed page views with stochastic demand
摘要：
虽然页面浏览量通常在用户访问网站时通过实时拍卖立即出售，但也可以通过担保合同提前出售。在本文中，我们提出了一个动态规划模型来研究如何在线出版商应最佳分配和定价之间的保证和现货市场的页面浏览量。这个问题是具有挑战性的，因为保证合同的分配和定价影响广告客户如何在两个市场之间分配他们的购买，并且模型的最终价值由拍卖中更新的供求双重力量内生地决定。我们考虑广告客户的购买行为，即，风险厌恶和随机需求到达的最优解，并提出了一个可扩展的和有效的算法。该模型还与商业数据集进行了经验验证。实验结果表明，通过这两个渠道销售页面浏览量可以增加出版商的预期总收入，并且最佳定价和分配策略对不同的市场和广告商类型具有鲁棒性。
英文摘要：
While page views are often sold instantly through real-time auctions when users visit websites, they can also be sold in advance via guaranteed contracts. 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 how advertisers split their purchases between the two markets, and the terminal value of the model is endogenously determined by the updated dual force of supply and demand in auctions. We take the advertisers' purchasing behaviour into consideration, i.e., risk aversion and stochastic demand arrivals, and present a scalable and efficient algorithm for the optimal solution. The model is also empirically validated with a commercial dataset. The experimental results show that selling page views via both channels can increase the publisher's expected total revenue, and the optimal pricing and allocation strategies are robust to different market and advertiser types.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
