科研进展
电商平台中融合广告拍卖的机制优化(王长军)
发布时间:2023-12-13 |来源:

  Advertising becomes one of the most popular ways of monetizing an online transaction platform. Usually, sponsored advertisements are posted on the most attractive positions to enhance the number of clicks. However, multiple e-commerce platforms are aware that this action may hurt the search experience of users, even though it can bring more incomes. To balance the advertising revenue and the user experience loss caused by advertisements, most e-commerce platforms choose fixing some areas for advertisements and adopting some restrictions on the number of ads, such as a fixed number K of ads or one advertisement for every N organic searched results. Different from these common rules of treating the allocation of ads separately (from the arrangements of the organic searched items), in this work we build up an integrated system with mixed arrangements of advertisements and organic items. We focus on the design of truthful mechanisms to properly list the advertisements and organic items and optimally trade off the instant revenue and the user experience. Furthermore, for different settings and practical requirements, we extend our optimal truthful allocation mechanisms to cater for these realistic conditions. Finally, we exert several experiments to verify the improvement of our mechanism compared to the common-used advertising mechanism.  

    

  Publication:  

  Theoretical Computer Science, Volume 976, 17 October 2023, 114141  

  http://dx.doi.org/10.1016/j.tcs.2023.114141  

      

  Author:  

  Weian Li  

  Center on Frontiers of Computing Studies, School of Computer Science, Peking University, Beijing, China  

    

  Qi Qi  

  Gaoling School of Artificial Intelligence, Renmin University of China, Beijing, China  

    

  Changjun Wang  

  Academy of Mathematics and Systems Science, Chinese Academy of Sciences, Beijing, China  

  Email: wcj@amss.ac.cn  

    

  Changyuan Yu  

  Baidu Inc., Beijing, China, Beijing, China  


附件下载:

    联系我们
    参考
    相关文章