Revenue Improvement Mechanisms Based on Advertisement's Values and Layouts

摘要

We study an advertisement transaction market which is considering a value of advertisement in addition to monetary value. This paper proposes a novel model for advertisement transactions which employs two stages auctions. To improve an advertisement value for advertisers, it is important to consider not only advertisement sizes and its allocations but also its combinations for the advertisers' marketing strategies. The two stages auction aims to improve the advertisement value and seller's revenue. The concept of our model is that the advertisers can consider own marketing strategies for the auction. The first auction winner can choose some preferred other advertisers to make a second auction, and also he/she can reject inconvenient advertisers. The first auction winner can consider the marketing strategy by making a convenient bidders set in the second auction.