A hierarchical framework for ad inventory allocation in programmatic advertising markets
作者：
Highlights：
• A novel hierarchical ad inventory allocation framework (AIAF) is proposed.
• Computational experiments based on the real-world empirical data are conducted.
• The AIAF strategy outperforms single-level and two-level allocation strategies.
• The fine-grained optimization is superior to that of the coarse-grained level.
• Allocation decisions should be made based on the comparative marginal revenue.
摘要
•A novel hierarchical ad inventory allocation framework (AIAF) is proposed.•Computational experiments based on the real-world empirical data are conducted.•The AIAF strategy outperforms single-level and two-level allocation strategies.•The fine-grained optimization is superior to that of the coarse-grained level.•Allocation decisions should be made based on the comparative marginal revenue.
论文关键词：Programmatic advertising,Ad inventory,Real-time bidding,Private marketplace,Header bidding
论文评审过程：Received 23 May 2018, Revised 23 July 2018, Accepted 3 September 2018, Available online 5 September 2018, Version of Record 13 September 2018.
论文官网地址：https://doi.org/10.1016/j.elerap.2018.09.001
