A combinatorial allocation mechanism with penalties for banner advertising
Proceedings of the 17th international conference on World Wide Web
Expressive banner ad auctions and model-based online optimization for clearing
AAAI'08 Proceedings of the 23rd national conference on Artificial intelligence - Volume 1
WINE '09 Proceedings of the 5th International Workshop on Internet and Network Economics
Optimal online assignment with forecasts
Proceedings of the 11th ACM conference on Electronic commerce
Fast algorithms for finding matchings in lopsided bipartite graphs with applications to display ads
Proceedings of the 11th ACM conference on Electronic commerce
Balanced allocation with succinct representation
Proceedings of the 16th ACM SIGKDD international conference on Knowledge discovery and data mining
Online stochastic packing applied to display ad allocation
ESA'10 Proceedings of the 18th annual European conference on Algorithms: Part I
Selective call out and real time bidding
WINE'10 Proceedings of the 6th international conference on Internet and network economics
Design of online auctions: Proxy versus non-proxy settings
Decision Support Systems
Handling forecast errors while bidding for display advertising
Proceedings of the 21st international conference on World Wide Web
Ad serving using a compact allocation plan
Proceedings of the 13th ACM Conference on Electronic Commerce
SHALE: an efficient algorithm for allocation of guaranteed display advertising
Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining
The Planning of Guaranteed Targeted Display Advertising
Operations Research
Real-time bid optimization for group-buying ads
Proceedings of the 21st ACM international conference on Information and knowledge management
Optimal mediated auctions with endogenous participation
Decision Support Systems
Partner tiering in display advertising
Proceedings of the 7th ACM international conference on Web search and data mining
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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 period, for a pre-specified price per impression. 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, using an auction. As the number of participants in the exchange grows, the price of an impressions becomes a signal of its value. This correlation between price and value means that a seller implementing the contract through bidding should offer the contract buyer a range of prices, and not just the cheapest impressions necessary to fulfill its demand.Implementing a contract using a range of prices, is akin to creating a mutual fund of advertising impressions, and requires randomized bidding. We characterize what allocations can be implemented with randomized bidding, namely those where the desired share obtained at each price is a non-increasing function of price. In addition, we provide a full characterization of when a set of campaigns are compatible and how to implement them with randomized bidding strategies.