A dynamic pricing model for unifying programmatic guarantee and real-time bidding in display advertising

There are two major ways of selling impressions in display advertising. They are either sold in spot through auction mechanisms or in advance via guaranteed contracts. The former has achieved a significant automation via real-time bidding (RTB); however, the latter is still mainly done over the counter through direct sales. This paper proposes a mathematical model that allocates and prices the future impressions between real-time auctions and guaranteed contracts. Under conventional economic assumptions, our model shows that the two ways can be seamless combined programmatically and the publisher's revenue can be maximized via price discrimination and optimal allocation. We consider advertisers are risk-averse, and they would be willing to purchase guaranteed impressions if the total costs are less than their private values. We also consider that an advertiser's purchase behavior can be affected by both the guaranteed price and the time interval between the purchase time and the impression delivery date. Our solution suggests an optimal percentage of future impressions to sell in advance and provides an explicit formula to calculate at what prices to sell. We find that the optimal guaranteed prices are dynamic and are non-decreasing over time. We evaluate our method with RTB datasets and find that the model adopts different strategies in allocation and pricing according to the level of competition. From the experiments we find that, in a less competitive market, lower prices of the guaranteed contracts will encourage the purchase in advance and the revenue gain is mainly contributed by the increased competition in future RTB. In a highly competitive market, advertisers are more willing to purchase the guaranteed contracts and thus higher prices are expected. The revenue gain is largely contributed by the guaranteed selling.Comment: Chen, Bowei and Yuan, Shuai and Wang, Jun (2014) A dynamic pricing model for unifying programmatic guarantee and real-time bidding in display advertising. In: The Eighth International Workshop on Data Mining for Online Advertising, 24 - 27 August 2014, New York Cit

Test of conformal gravity with astrophysical observations

Since it can describe the rotation curves of galaxies without dark matter and can give rise to accelerated expansion, conformal gravity attracts much attention recently. As a theory of modified gravity, it is important to test conformal gravity with astrophysical observations. Here we constrain conformal gravity with SNIa and Hubble parameter data and investigate whether it suffers from an age problem with the age of APM~08279+5255. We find conformal gravity can accommodate the age of APM~08279+5255 at 3 $\sigma$ deviation, unlike most of dark energy models which suffer from an age problem.Comment: 6 pages, 2 figure

Data Detection and Code Channel Allocation for Frequency-Domain Spread ACO-OFDM Systems Over Indoor Diffuse Wireless Channels

Future optical wireless communication systems promise to provide high-speed data transmission in indoor diffuse environments. This paper considers frequency-domain spread asymmetrically clipped optical orthogonal frequency-division multiplexing (ACOOFDM) systems in indoor diffuse channels and aims to develop efficient data detection and code channel allocation schemes. By exploiting the frequency-domain spread concept, a linear multi-code detection scheme is proposed to maximize the signal to interference plus noise ratio (SINR) at the receiver. The achieved SINR and bit error ratio (BER) performance are analyzed. A computationally efficient code channel allocation algorithm is proposed to improve the BER performance of the frequency-domain spread ACO-OFDM system. Numerical results show that the frequency-domain spread ACO-OFDM system outperforms conventional ACO-OFDM systems in indoor diffuse channels. Moreover, the proposed linear multi-code detection and code channel allocation algorithm can improve the performance of optical peak-to-average power ratio (PAPR