论文标题
具有重叠目标标准的在线广告拍卖的最佳竞标策略
Optimal Bidding Strategies for Online Ad Auctions with Overlapping Targeting Criteria
论文作者
论文摘要
我们分析了如何在线广告拍卖中最佳竞标广告空间的问题。为此，我们考虑了具有重叠目标标准的多个广告活动的一般情况。在我们的分析中，我们首先表征了最佳招标策略的结构。特别是，我们表明，最佳招标策略将问题分解为竞选活动和目标群体的脱节集。此外，我们表明，在供应曲线不连续的情况下，仅使用单个投标价值的纯招标策略并不是最佳的。在这种情况下，我们在任何竞标策略的最佳成本以及实现较低限制的混合竞标策略中得出了较低的限制，或者可以任意接近它。
We analyze the problem of how to optimally bid for ad spaces in online ad auctions. For this we consider the general case of multiple ad campaigns with overlapping targeting criteria. In our analysis we first characterize the structure of an optimal bidding strategy. In particular, we show that an optimal bidding strategies decomposes the problem into disjoint sets of campaigns and targeting groups. In addition, we show that pure bidding strategies that use only a single bid value for each campaign are not optimal when the supply curves are not continuous. For this case, we derive a lower-bound on the optimal cost of any bidding strategy, as well as mixed bidding strategies that either achieve the lower-bound, or can get arbitrarily close to it.
