{"id":"https://openalex.org/W3022133734","doi":"https://doi.org/10.1109/access.2020.2991989","title":"Multichannel Auction Strategies in Online Advertising With a Profit Model","display_name":"Multichannel Auction Strategies in Online Advertising With a Profit Model","publication_year":2020,"publication_date":"2020-01-01","ids":{"openalex":"https://openalex.org/W3022133734","doi":"https://doi.org/10.1109/access.2020.2991989","mag":"3022133734"},"language":"en","primary_location":{"id":"doi:10.1109/access.2020.2991989","is_oa":true,"landing_page_url":"https://doi.org/10.1109/access.2020.2991989","pdf_url":null,"source":{"id":"https://openalex.org/S2485537415","display_name":"IEEE Access","issn_l":"2169-3536","issn":["2169-3536"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Access","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://doi.org/10.1109/access.2020.2991989","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5102795249","display_name":"Jianxia Liu","orcid":"https://orcid.org/0000-0002-9307-7693"},"institutions":[{"id":"https://openalex.org/I881766915","display_name":"Nanjing University","ror":"https://ror.org/01rxvg760","country_code":"CN","type":"education","lineage":["https://openalex.org/I881766915"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Jianxia Liu","raw_affiliation_strings":["School of Information Management, Nanjing University, Nanjing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Information Management, Nanjing University, Nanjing, China","institution_ids":["https://openalex.org/I881766915"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5112116221","display_name":"Gang Ma","orcid":null},"institutions":[{"id":"https://openalex.org/I37461747","display_name":"Wuhan University","ror":"https://ror.org/033vjfk17","country_code":"CN","type":"education","lineage":["https://openalex.org/I37461747"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Gang Ma","raw_affiliation_strings":["School of Economics and Management, Wuhan University, Wuhan, China"],"raw_orcid":"https://orcid.org/0000-0002-5426-6678","affiliations":[{"raw_affiliation_string":"School of Economics and Management, Wuhan University, Wuhan, China","institution_ids":["https://openalex.org/I37461747"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5024118314","display_name":"Yangyang Jiao","orcid":"https://orcid.org/0000-0002-5426-6678"},"institutions":[{"id":"https://openalex.org/I37461747","display_name":"Wuhan University","ror":"https://ror.org/033vjfk17","country_code":"CN","type":"education","lineage":["https://openalex.org/I37461747"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Yangyang Jiao","raw_affiliation_strings":["School of Economics and Management, Wuhan University, Wuhan, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Economics and Management, Wuhan University, Wuhan, China","institution_ids":["https://openalex.org/I37461747"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":{"value":1850,"currency":"USD","value_usd":1850},"apc_paid":{"value":1850,"currency":"USD","value_usd":1850},"fwci":0.1859,"has_fulltext":false,"cited_by_count":1,"citation_normalized_percentile":{"value":0.5528757,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":90,"max":94},"biblio":{"volume":"8","issue":null,"first_page":"83831","last_page":"83841"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11182","display_name":"Auction Theory and Applications","score":0.9995999932289124,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11182","display_name":"Auction Theory and Applications","score":0.9995999932289124,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9993000030517578,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11437","display_name":"Digital Platforms and Economics","score":0.9947999715805054,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/bidding","display_name":"Bidding","score":0.8842877149581909},{"id":"https://openalex.org/keywords/common-value-auction","display_name":"Common value auction","score":0.7583461999893188},{"id":"https://openalex.org/keywords/profit","display_name":"Profit (economics)","score":0.651591956615448},{"id":"https://openalex.org/keywords/real-time-bidding","display_name":"Real-time bidding","score":0.6118316650390625},{"id":"https://openalex.org/keywords/channel","display_name":"Channel (broadcasting)","score":0.5160588622093201},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.5052197575569153},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.4437529444694519},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.4214636981487274},{"id":"https://openalex.org/keywords/context","display_name":"Context (archaeology)","score":0.4157445728778839},{"id":"https://openalex.org/keywords/microeconomics","display_name":"Microeconomics","score":0.4121844470500946},{"id":"https://openalex.org/keywords/economics","display_name":"Economics","score":0.21236678957939148},{"id":"https://openalex.org/keywords/telecommunications","display_name":"Telecommunications","score":0.1341150403022766}],"concepts":[{"id":"https://openalex.org/C9233905","wikidata":"https://www.wikidata.org/wiki/Q3276328","display_name":"Bidding","level":2,"score":0.8842877149581909},{"id":"https://openalex.org/C163239763","wikidata":"https://www.wikidata.org/wiki/Q5153637","display_name":"Common value auction","level":2,"score":0.7583461999893188},{"id":"https://openalex.org/C181622380","wikidata":"https://www.wikidata.org/wiki/Q26911","display_name":"Profit (economics)","level":2,"score":0.651591956615448},{"id":"https://openalex.org/C1525070","wikidata":"https://www.wikidata.org/wiki/Q2134714","display_name":"Real-time bidding","level":3,"score":0.6118316650390625},{"id":"https://openalex.org/C127162648","wikidata":"https://www.wikidata.org/wiki/Q16858953","display_name":"Channel (broadcasting)","level":2,"score":0.5160588622093201},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5052197575569153},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.4437529444694519},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4214636981487274},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.4157445728778839},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.4121844470500946},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.21236678957939148},{"id":"https://openalex.org/C76155785","wikidata":"https://www.wikidata.org/wiki/Q418","display_name":"Telecommunications","level":1,"score":0.1341150403022766},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.0},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1109/access.2020.2991989","is_oa":true,"landing_page_url":"https://doi.org/10.1109/access.2020.2991989","pdf_url":null,"source":{"id":"https://openalex.org/S2485537415","display_name":"IEEE Access","issn_l":"2169-3536","issn":["2169-3536"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Access","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:0d27b536107c4b9db17a5b680ee10312","is_oa":true,"landing_page_url":"https://doaj.org/article/0d27b536107c4b9db17a5b680ee10312","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"IEEE Access, Vol 8, Pp 83831-83841 (2020)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.1109/access.2020.2991989","is_oa":true,"landing_page_url":"https://doi.org/10.1109/access.2020.2991989","pdf_url":null,"source":{"id":"https://openalex.org/S2485537415","display_name":"IEEE Access","issn_l":"2169-3536","issn":["2169-3536"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310319808","host_organization_name":"Institute of Electrical and Electronics Engineers","host_organization_lineage":["https://openalex.org/P4310319808"],"host_organization_lineage_names":["Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Access","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[{"id":"https://openalex.org/G2463015797","display_name":null,"funder_award_id":"61602424","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"},{"id":"https://openalex.org/G5664710287","display_name":"\u57fa\u4e8e\u94fe\u7f6e\u6362\u7684\u5fae\u6d41\u63a7DNA\u81ea\u7ec4\u88c5\u7cfb\u7edf\u7814\u7a76","funder_award_id":"61472371","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"}],"funders":[{"id":"https://openalex.org/F4320321001","display_name":"National Natural Science Foundation of China","ror":"https://ror.org/01h0zpd94"}],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":39,"referenced_works":["https://openalex.org/W1027816620","https://openalex.org/W1588320142","https://openalex.org/W1970985379","https://openalex.org/W1973556911","https://openalex.org/W1997011197","https://openalex.org/W2018752076","https://openalex.org/W2043536113","https://openalex.org/W2074635765","https://openalex.org/W2089796338","https://openalex.org/W2095250372","https://openalex.org/W2106324718","https://openalex.org/W2130343004","https://openalex.org/W2137585345","https://openalex.org/W2150768223","https://openalex.org/W2159415543","https://openalex.org/W2180728492","https://openalex.org/W2294054237","https://openalex.org/W2301664183","https://openalex.org/W2385815194","https://openalex.org/W2496034510","https://openalex.org/W2551219902","https://openalex.org/W2587281820","https://openalex.org/W2616004182","https://openalex.org/W2622863238","https://openalex.org/W2726968438","https://openalex.org/W2734415024","https://openalex.org/W2751625970","https://openalex.org/W2757248679","https://openalex.org/W2760346386","https://openalex.org/W2916953377","https://openalex.org/W2949202225","https://openalex.org/W2954073452","https://openalex.org/W2964326026","https://openalex.org/W2997707547","https://openalex.org/W3123169068","https://openalex.org/W3172404257","https://openalex.org/W6695740115","https://openalex.org/W6733739134","https://openalex.org/W6744798298"],"related_works":["https://openalex.org/W2147694495","https://openalex.org/W1984203460","https://openalex.org/W1995388959","https://openalex.org/W1562320220","https://openalex.org/W2372662578","https://openalex.org/W2141395620","https://openalex.org/W784208287","https://openalex.org/W341704063","https://openalex.org/W2355176056","https://openalex.org/W2355147764"],"abstract_inverted_index":{"In":[0],"the":[1,10,55,67,76,86,90,100,106,118,122,127,144,149,152,165,169,175,181],"online":[2],"advertising":[3],"market":[4,134],"that":[5,62,108,151],"has":[6,132],"increasingly":[7],"emerged":[8],"with":[9,42],"Internet's":[11],"rapid":[12],"development,":[13],"supply":[14],"side":[15,24],"platforms":[16],"(SSP)":[17],"use":[18,143,170],"multichannel":[19,71,119],"auctions":[20],"to":[21,115,142],"sell":[22],"demand":[23],"platform":[25],"(DSP)":[26],"advertisements.":[27],"To":[28],"explore":[29],"which":[30],"channel":[31,57,131,147],"is":[32,138,158,178,188],"dominant,":[33],"we":[34,74,88,103],"analyze":[35,89],"three":[36,101],"channels":[37],"including":[38],"direct":[39],"bidding,":[40],"bidding":[41,146,173],"costly":[43,145],"information":[44],"and":[45,59,163,180],"proxy":[46,172],"bidding.":[47],"We":[48],"develop":[49],"an":[50],"analytical":[51],"model":[52],"for":[53,80,94,99,140],"studying":[54],"SSP's":[56],"decisions":[58],"expected":[60],"profit":[61,78],"will":[63,110],"be":[64],"generated":[65],"in":[66],"context":[68],"of":[69,92,121,171,183],"such":[70],"auctions.":[72],"First,":[73],"construct":[75],"SSP":[77],"models":[79],"these":[81,95],"different":[82,96],"channels.":[83],"Then,":[84],"comparing":[85],"profits,":[87],"formulation":[91],"strategies":[93],"situations.":[97],"Importantly,":[98],"channels,":[102],"study":[104],"how":[105],"probability":[107,150,182],"bidders":[109,153,157,187],"attach":[111],"a":[112,133],"higher":[113,155,185],"value":[114,156,186],"advertisements":[116],"influences":[117],"strategy":[120],"SSP.":[123],"The":[124],"results":[125],"show":[126],"following:":[128],"(1)":[129],"each":[130],"share;":[135],"(2)":[136],"it":[137],"better":[139],"SSPs":[141,166],"if":[148],"are":[154],"low":[159],"or":[160],"very":[161],"high;":[162],"(3)":[164],"should":[167],"consider":[168],"when":[174],"reserve":[176],"price":[177],"high":[179],"having":[184],"not":[189],"high.":[190]},"counts_by_year":[{"year":2022,"cited_by_count":1}],"updated_date":"2026-06-11T09:08:48.828518","created_date":"2025-10-10T00:00:00"}
