Instruct: Identify the main and secondary category of Arxiv papers based on the titles and abstracts
Query: Risk-aware dynamic reserve prices of programmatic guarantee in display
  advertising   Display advertising is an important online advertising type where banner
advertisements (shortly ad) on websites are usually measured by how many times
they are viewed by online users. There are two major channels to sell ad views.
They can be auctioned off in real time or be directly sold through guaranteed
contracts in advance. The former is also known as real-time bidding (RTB), in
which media buyers come to a common marketplace to compete for a single ad view
and this inventory will be allocated to a buyer in milliseconds by an auction
model. Unlike RTB, buying and selling guaranteed contracts are not usually
programmatic but through private negotiations as advertisers would like to
customise their requests and purchase ad views in bulk. In this paper, we
propose a simple model that facilitates the automation of direct sales. In our
model, a media seller puts future ad views on sale and receives buy requests
sequentially over time until the future delivery period. The seller maintains a
hidden yet dynamically changing reserve price in order to decide whether to
accept a buy request or not. The future supply and demand are assumed to be
well estimated and static, and the model's revenue management is using
inventory control theory where each computed reverse price is based on the
updated supply and demand, and the unsold future ad views will be auctioned off
in RTB to the meet the unfulfilled demand. The model has several desirable
properties. First, it is not limited to the demand arrival assumption. Second,
it will not affect the current equilibrium between RTB and direct sales as
there are no posted guaranteed prices. Third, the model uses the expected
revenue from RTB as a lower bound for inventory control and we show that a
publisher can receive expected total revenue greater than or equal to those
from only RTB if she uses the computed dynamic reserves prices for direct
sales.

21
The categories of this paper are: adap-org
34
The categories of this paper are: chem-ph
35
The categories of this paper are: mtrl-th
0
The categories of this paper are: hep-ph
26
The categories of this paper are: bayes-an
30
The categories of this paper are: q-alg
12
The categories of this paper are: nucl-th
19
The categories of this paper are: eess
25
The categories of this paper are: patt-sol
17
The categories of this paper are: q-fin
11
The categories of this paper are: hep-lat
37
The categories of this paper are: supr-con
8
The categories of this paper are: hep-ex
13
The categories of this paper are: quant-ph
4
The categories of this paper are: cond-mat
9
The categories of this paper are: nlin