Comparing predicted prices in auctions for online advertising

被引：4

作者：

Bax, Eric ^{[1
]}

Kuratti, Anand

Mcafee, Preston ^{[2
]}

Romero, Julian ^{[3
]}

机构：

[1] Yahoo Marketplace Architecture, Burbank, CA 91504 USA

[2] Yahoo Res, Burbank, CA 91504 USA

[3] Purdue Univ, W Lafayette, IN 47907 USA

来源：

INTERNATIONAL JOURNAL OF INDUSTRIAL ORGANIZATION | 2012年 / 30卷 / 01期

关键词：

Reversion; Validation; Bias; Auction; Prediction; BINOMIAL PROPORTION; INTERVAL ESTIMATION; INFORMATION; CONFIDENCE; ESTIMATORS; SELECTION; STANDARD;

D O I：

10.1016/j.ijindorg.2011.06.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Online publishers sell opportunities to show ads. Some advertisers pay only if their ad elicits a user response. Publishers estimate response rates for ads in order to estimate expected revenues from showing the ads. Then publishers select ads that maximize estimated expected revenue. By taking a maximum among estimates, publishers inadvertently select ads based on a combination of actual expected revenue and inaccurate estimation of expected revenue. Publishers can increase actual expected revenue by selecting ads to maximize a combination of estimated expected revenue and estimation accuracy. (C) 2011 Elsevier B.V. All rights reserved.

引用

页码：80 / 88

页数：9

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