Allocation of advertising space by a web service provider using combinatorial auctions

被引：0
|
作者：
Sandeep Dulluri
N. R. Srinivasa Raghavan
机构：
[1] Indian Institute of Science,Decision Sciences Laboratory, Department of Management Studies
来源：
Sadhana | 2005年 / 30卷
关键词：
Web page service provider (WSP); winner-determination problem (WDP); multi-dimensional knapsack problem (MDKP); combinatorial auction problem (CAP); ant-colony optimization (ACO); online advertisements;
D O I：
暂无
中图分类号：
学科分类号：
摘要：
Advertising is a critical process for promoting both products and services in global trade. Internet has emerged as a powerful medium for trade and commerce. Online advertising over the internet has increased more than hundred-fold since 2001. In the present work, we address problems faced by online advertisement service providers. In this paper, we propose a multi-slot and multi-site combinatorial auction for allocating scarce advertisement slots available on multiple sites. We observe that combinatorial auctions serve as effective mechanisms for allocating advertising slots over the internet. We resort to “ant” systems (ant — social insect/intelligent agent) to solve the aboveNP- hard combinatorial optimization problem which involves winner-determination in multi-item and multi-unit combinatorial auctions.
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页码：213 / 230
页数：17
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