NDLI: Optimal mobile App advertising keyword auction model with variable costs

Content Provider	IEEE Xplore Digital Library
Author	Meng Wang Zhide Chen Li Xu Lei Shao
Copyright Year	2013
Description	Author affiliation: Key Lab. of Network Security & Cryptography, Fujian Normal Univ., Fuzhou, China (Meng Wang; Zhide Chen; Li Xu; Lei Shao)
Abstract	With the rapid development of mobile App advertising, how to allocate App advertising more reasonable is now need to be studied. This paper proposes an App advertising auction mechanism based on optimal keyword auctions. First, we analyze the development trend of the App advertising and obtain the result that the core competitiveness of mobile advertising lies in the precise. Next, we describe the App advertising auction mechanism in detail. The advertising click-through rate only depends on the location of the premise and per-click cost. In considering the premise of taking the variable costs of App advertising slots into account, we put forward optimal keyword auctions model. A mathematical analysis is used to get the expected revenues of advertisers, advertising alliance platform and App developers. Finally, we use the expected revenue expressions to analyze the feasibility properties of the model and give corresponding proof. According to the results of our analysis, we can better guide App advertising and maximum revenue of any equilibrium of this dynamic auction. In order to closer to the actual situation, our model also takes the individual rationality, incentive compatibility properties into account to prove the feasibility of the mechanism.
Starting Page	166
Ending Page	171
File Size	137798
Page Count	6
File Format	PDF
ISBN	9781479914067
DOI	10.1109/ChinaCom.2013.6694585
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2013-08-14
Publisher Place	China
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	GSP Mechanism VCG Mechanism Search engines Mobile communication Keyword Auctions App Advertising Internet Resource management Mathematical model Advertising Cost accounting
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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