TY - GEN
T1 - Revenue improvement mechanisms based on advertisement’s values and layouts
AU - Takahashi, Satoshi
AU - Matsuo, Tokuro
N1 - Publisher Copyright:
© Springer International Publishing AG 2018.
PY - 2018
Y1 - 2018
N2 - We study an advertisement transaction market which is considering a value of advertisement in addition to monetary value. This paper proposes a novel model for advertisement transactions which employs two stages auctions. To improve an advertisement value for advertisers, it is important to consider not only advertisement sizes and its allocations but also its combinations for the advertisers’ marketing strategies. The two stages auction aims to improve the advertisement value and seller’s revenue. The concept of our model is that the advertisers can consider own marketing strategies for the auction. The first auction winner can choose some preferred other advertisers to make a second auction, and also he/she can reject inconvenient advertisers. The first auction winner can consider the marketing strategy by making a convenient bidders set in the second auction.
AB - We study an advertisement transaction market which is considering a value of advertisement in addition to monetary value. This paper proposes a novel model for advertisement transactions which employs two stages auctions. To improve an advertisement value for advertisers, it is important to consider not only advertisement sizes and its allocations but also its combinations for the advertisers’ marketing strategies. The two stages auction aims to improve the advertisement value and seller’s revenue. The concept of our model is that the advertisers can consider own marketing strategies for the auction. The first auction winner can choose some preferred other advertisers to make a second auction, and also he/she can reject inconvenient advertisers. The first auction winner can consider the marketing strategy by making a convenient bidders set in the second auction.
KW - Advertisement auction
KW - Combinatorial optimization
KW - Market strategy
KW - Mechanism design
KW - Packing problem
UR - https://www.scopus.com/pages/publications/85037833586
UR - https://www.scopus.com/pages/publications/85037833586#tab=citedBy
U2 - 10.1007/978-3-319-70019-9_22
DO - 10.1007/978-3-319-70019-9_22
M3 - Conference contribution
AN - SCOPUS:85037833586
SN - 9783319700182
T3 - Advances in Intelligent Systems and Computing
SP - 270
EP - 280
BT - Recent Advances and Future Prospects in Knowledge, Information and Creativity Support Systems - Selected Revised Papers from the 10th International Conference on Knowledge, Information and Creativity Support Systems KICSS 2015
A2 - Kunifuji, Susumu
A2 - Yuizono, Takaya
A2 - Theeramunkong, Thanaruk
A2 - Skulimowski, Andrzej M.J.
PB - Springer Verlag
T2 - 10th International Conference on Knowledge, Information and Creativity Support Systems, KICSS 2015
Y2 - 12 November 2015 through 14 November 2015
ER -