Optimizing Trade-offs Among Stakeholders in Real-Time Bidding by Incorporating Multimedia Metrics

Chen, X., Chen, B. and Kankanhalli, M. (2017) Optimizing Trade-offs Among Stakeholders in Real-Time Bidding by Incorporating Multimedia Metrics. In: 40th International ACM SIGIR Conference on Research and Development in Information Retrieval (SIGIR), Tokyo, Japan, 7-11 Aug 2017, pp. 205-214. ISBN 9781450350228 (doi:10.1145/3077136.3080802)

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Abstract

Displaying banner advertisements (in short, ads) on webpages has usually been discussed as an Internet economics topic where a publisher uses auction models to sell an online user's page view to advertisers and the one with the highest bid can have her ad displayed to the user. This is also called real-time bidding (RTB) and the ad displaying process ensures that the publisher's benefit is maximized or there is an equilibrium in ad auctions. However, the benefits of the other two stakeholders - the advertiser and the user - have been rarely discussed. In this paper, we propose a two-stage computational framework that selects a banner ad based on the optimized trade-offs among all stakeholders. The first stage is still auction based and the second stage re-ranks ads by considering the benefits of all stakeholders. Our metric variables are: the publisher's revenue, the advertiser's utility, the ad memorability, the ad click-through rate (CTR), the contextual relevance, and the visual saliency. To the best of our knowledge, this is the first work that optimizes trade-offs among all stakeholders in RTB by incorporating multimedia metrics. An algorithm is also proposed to determine the optimal weights of the metric variables. We use both ad auction datasets and multimedia datasets to validate the proposed framework. Our experimental results show that the publisher can significantly improve the other stakeholders' benefits by slightly reducing her revenue in the short-term. In the long run, advertisers and users will be more engaged, the increased demand of advertising and the increased supply of page views can then boost the publisher's revenue.

Item Type:Conference Proceedings
Additional Information:This research is supported by the National Research Foundation, Prime Minister's Office, Singapore under its International Research Centre in Singapore Funding Initiative.
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Chen, Dr Bowei
Authors: Chen, X., Chen, B., and Kankanhalli, M.
College/School:College of Social Sciences > Adam Smith Business School > Management
ISBN:9781450350228
Copyright Holders:Copyright © 2017 ACM
First Published:First published in Proceedings of the 40th International ACM SIGIR Conference on Research and Development in Information Retrieval: 205-214
Publisher Policy:Reproduced in accordance with the publisher copyright policy
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