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DOI: 10.4230/LIPIcs.ICALP.2016.142
URN: urn:nbn:de:0030-drops-62863
URL: http://drops.dagstuhl.de/opus/volltexte/2016/6286/
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Goel, Gagan ; Leonardi, Stefano ; Mirrokni, Vahab ; Nikzad, Afshin ; Paes-Leme, Renato

Reservation Exchange Markets for Internet Advertising

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Abstract

Internet display advertising industry follows two main business models. One model is based on direct deals between publishers and advertisers where they sign legal contracts containing terms of fulfillment for a future inventory. The second model is a spot market based on auctioning page views in real-time on advertising exchange (AdX) platforms such as DoubleClick's Ad Exchange, RightMedia, or AppNexus. These exchanges play the role of intermediaries who sell items (e.g. page-views) on behalf of a seller (e.g. a publisher) to buyers (e.g., advertisers) on the opposite side of the market. The computational and economics issues arising in this second model have been extensively investigated in recent times. In this work, we consider a third emerging model called reservation exchange market. A reservation exchange is a two-sided market between buyer orders for blocks of advertisers' impressions and seller orders for blocks of publishers' page views. The goal is to match seller orders to buyer orders while providing the right incentives to both sides. In this work we first describe the important features of mechanisms for efficient reservation exchange markets. We then address the algorithmic problems of designing revenue sharing schemes to provide a fair division between sellers of the revenue collected from buyers. A major conceptual contribution of this work is in showing that even though both clinching ascending auctions and VCG mechanisms achieve the same outcome from a buyer perspective, however, from the perspective of revenue sharing among sellers, clinching ascending auctions are much more informative than VCG auctions.

BibTeX - Entry

@InProceedings{goel_et_al:LIPIcs:2016:6286,
  author =	{Gagan Goel and Stefano Leonardi and Vahab Mirrokni and Afshin Nikzad and Renato Paes-Leme},
  title =	{{Reservation Exchange Markets for Internet Advertising}},
  booktitle =	{43rd International Colloquium on Automata, Languages, and Programming (ICALP 2016)},
  pages =	{142:1--142:13},
  series =	{Leibniz International Proceedings in Informatics (LIPIcs)},
  ISBN =	{978-3-95977-013-2},
  ISSN =	{1868-8969},
  year =	{2016},
  volume =	{55},
  editor =	{Ioannis Chatzigiannakis and Michael Mitzenmacher and Yuval Rabani and Davide Sangiorgi},
  publisher =	{Schloss Dagstuhl--Leibniz-Zentrum fuer Informatik},
  address =	{Dagstuhl, Germany},
  URL =		{http://drops.dagstuhl.de/opus/volltexte/2016/6286},
  URN =		{urn:nbn:de:0030-drops-62863},
  doi =		{10.4230/LIPIcs.ICALP.2016.142},
  annote =	{Keywords: Reservation Markets, Internet Advertising, Two-sided Markets, Clinching Auction, Envy-free allocations}
}

Keywords: Reservation Markets, Internet Advertising, Two-sided Markets, Clinching Auction, Envy-free allocations
Seminar: 43rd International Colloquium on Automata, Languages, and Programming (ICALP 2016)
Issue Date: 2016
Date of publication: 17.08.2016


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