Selective call out and real time bidding

Tanmoy Chakraborty, Eyal Even-Dar, Sudipto Guha, Yishay Mansour, S. Muthukrishnan

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

Ads on the Internet are increasingly sold via ad exchanges such as RightMedia, AdECN and Doubleclick Ad Exchange. These exchanges allow real-time bidding, that is, each time the publisher contacts the exchange, the exchange "calls out" to solicit bids from ad networks. This solicitation introduces a novel aspect, in contrast to existing literature. This suggests developing a joint optimization framework which optimizes over the allocation and well as solicitation. We model this selective call out as an online recurrent Bayesian decision framework with bandwidth type constraints. We obtain natural algorithms with bounded performance guarantees for several natural optimization criteria. We show that these results hold under different call out constraint models, and different arrival processes. Interestingly, the paper shows that under MHR assumptions, the expected revenue of generalized second price auction with reserve is constant factor of the expected welfare. Also the analysis herein allow us prove adaptivity gap type results for the adwords problem.

Original languageEnglish
Title of host publicationInternet and Network Economics - 6th International Workshop, WINE 2010, Proceedings
Pages145-157
Number of pages13
DOIs
StatePublished - 2010
Event6th International Workshop on Internet and Network Economics, WINE 2010 - Stanford, CA, United States
Duration: 13 Dec 201017 Dec 2010

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume6484 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference6th International Workshop on Internet and Network Economics, WINE 2010
Country/TerritoryUnited States
CityStanford, CA
Period13/12/1017/12/10

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