Title :
Bidding strategies optimization for the online video ad spot market
Author :
Jacobik, Craig ; Dang, Au ; Fujii, Tomu ; Koerwer, Joseph ; Schultz, David ; Trouton, Eric ; Scherer, William T.
Author_Institution :
Dept. of Syst. & Inf. Eng., Univ. of Virginia, Charlottesville, VA, USA
Abstract :
Tidal TV is an online video advertising, optimization, and yield management solutions provider. Their current business strategy includes purchasing online video advertising inventory from content providers and delivering ads to their clients, using demographic targeting to maximize value. The problem is to develop, test, and simulate the best bidding strategies for both second price and first price auctions and then to identify the tradeoffs of using the optimized strategies over current existing strategies. Tidal TV will then incorporate learning from this exercise to further develop strategies to bid for online video ads.
Keywords :
Internet; advertising; electronic commerce; optimisation; strategic planning; television; bidding strategy optimization; demographic target; online video ad spot market; price auction; tidal TV; Advertising; Data models; Heuristic algorithms; Internet; Monte Carlo methods; Streaming media; TV;
Conference_Titel :
Systems and Information Engineering Design Symposium (SIEDS), 2011 IEEE
Conference_Location :
Charlottesville, VA
Print_ISBN :
978-1-4577-0446-8
DOI :
10.1109/SIEDS.2011.5876864
