Maximizing revenue for publishers using header bidding and ad exchange auctions.
Jason RhuggenaathReza Refaei AfsharAlp AkcayYingqian ZhangUzay KaymakFatih ÇolakMuratcan TanyerliPublished in: Oper. Res. Lett. (2021)
Keyphrases
- auction mechanisms
- sponsored search
- sponsored search auctions
- bidding strategies
- budget constraints
- combinatorial auctions
- sealed bid auctions
- display advertising
- mechanism design
- multi unit
- online auctions
- contextual advertising
- search engine
- multi attribute
- marginal utility
- winner determination
- online advertising
- resource allocation
- group buying
- click prediction
- electronic marketplaces
- sealed bid
- auction protocol
- third party
- quasi linear
- game theory
- incentive compatibility
- click through rate
- user experience
- information exchange
- multiple criteria
- incomplete information
- trading agents
- social welfare
- mathematical programming
- reverse auction
- expected utility
- utility function
- advertising campaigns
- linked data
- approximation algorithms