{"id":"https://openalex.org/W2774987586","doi":"https://doi.org/10.1109/smc.2017.8122643","title":"Optimizing the revenue for ad exchanges in header bidding advertising markets","display_name":"Optimizing the revenue for ad exchanges in header bidding advertising markets","publication_year":2017,"publication_date":"2017-10-01","ids":{"openalex":"https://openalex.org/W2774987586","doi":"https://doi.org/10.1109/smc.2017.8122643","mag":"2774987586"},"language":"en","primary_location":{"id":"doi:10.1109/smc.2017.8122643","is_oa":false,"landing_page_url":"https://doi.org/10.1109/smc.2017.8122643","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2017 IEEE International Conference on Systems, Man, and Cybernetics (SMC)","raw_type":"proceedings-article"},"type":"conference-paper","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5001421911","display_name":"Rui Qin","orcid":"https://orcid.org/0000-0003-3473-2173"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Rui Qin","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5110476655","display_name":"Yong Yuan","orcid":"https://orcid.org/0000-0001-8310-2712"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Yong Yuan","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5113600509","display_name":"Fei\u2013Yue Wang","orcid":"https://orcid.org/0000-0001-9185-3989"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Fei-Yue Wang","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":2.7128,"has_fulltext":false,"cited_by_count":6,"citation_normalized_percentile":{"value":0.91114384,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":93,"max":96},"biblio":{"volume":"1","issue":null,"first_page":"432","last_page":"437"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9995999932289124,"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"}},"topics":[{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9995999932289124,"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/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/T10328","display_name":"Supply Chain and Inventory Management","score":0.9929999709129333,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"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":0.8939955830574036},{"id":"https://openalex.org/keywords/real-time-bidding","display_name":"Real-time bidding","score":0.7130067348480225},{"id":"https://openalex.org/keywords/revenue","display_name":"Revenue","score":0.666003942489624},{"id":"https://openalex.org/keywords/header","display_name":"Header","score":0.6593443155288696},{"id":"https://openalex.org/keywords/randomness","display_name":"Randomness","score":0.554174542427063},{"id":"https://openalex.org/keywords/ebidding","display_name":"Ebidding","score":0.5250620245933533},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.5110431909561157},{"id":"https://openalex.org/keywords/operations-research","display_name":"Operations research","score":0.4827579855918884},{"id":"https://openalex.org/keywords/microeconomics","display_name":"Microeconomics","score":0.474420964717865},{"id":"https://openalex.org/keywords/revenue-management","display_name":"Revenue management","score":0.44371411204338074},{"id":"https://openalex.org/keywords/position","display_name":"Position (finance)","score":0.4424534738063812},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.36901283264160156},{"id":"https://openalex.org/keywords/economics","display_name":"Economics","score":0.3242301940917969},{"id":"https://openalex.org/keywords/engineering","display_name":"Engineering","score":0.16076475381851196},{"id":"https://openalex.org/keywords/finance","display_name":"Finance","score":0.1082526445388794},{"id":"https://openalex.org/keywords/mathematics","display_name":"Mathematics","score":0.09904110431671143},{"id":"https://openalex.org/keywords/computer-network","display_name":"Computer network","score":0.09299129247665405}],"concepts":[{"id":"https://openalex.org/C9233905","wikidata":"https://www.wikidata.org/wiki/Q3276328","display_name":"Bidding","level":2,"score":0.8939955830574036},{"id":"https://openalex.org/C1525070","wikidata":"https://www.wikidata.org/wiki/Q2134714","display_name":"Real-time bidding","level":3,"score":0.7130067348480225},{"id":"https://openalex.org/C195487862","wikidata":"https://www.wikidata.org/wiki/Q850210","display_name":"Revenue","level":2,"score":0.666003942489624},{"id":"https://openalex.org/C48105269","wikidata":"https://www.wikidata.org/wiki/Q1141160","display_name":"Header","level":2,"score":0.6593443155288696},{"id":"https://openalex.org/C125112378","wikidata":"https://www.wikidata.org/wiki/Q176640","display_name":"Randomness","level":2,"score":0.554174542427063},{"id":"https://openalex.org/C143989560","wikidata":"https://www.wikidata.org/wiki/Q17011617","display_name":"Ebidding","level":3,"score":0.5250620245933533},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5110431909561157},{"id":"https://openalex.org/C42475967","wikidata":"https://www.wikidata.org/wiki/Q194292","display_name":"Operations research","level":1,"score":0.4827579855918884},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.474420964717865},{"id":"https://openalex.org/C2781386248","wikidata":"https://www.wikidata.org/wiki/Q11898700","display_name":"Revenue management","level":3,"score":0.44371411204338074},{"id":"https://openalex.org/C198082294","wikidata":"https://www.wikidata.org/wiki/Q3399648","display_name":"Position (finance)","level":2,"score":0.4424534738063812},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.36901283264160156},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.3242301940917969},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.16076475381851196},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.1082526445388794},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.09904110431671143},{"id":"https://openalex.org/C31258907","wikidata":"https://www.wikidata.org/wiki/Q1301371","display_name":"Computer network","level":1,"score":0.09299129247665405},{"id":"https://openalex.org/C105795698","wikidata":"https://www.wikidata.org/wiki/Q12483","display_name":"Statistics","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1109/smc.2017.8122643","is_oa":false,"landing_page_url":"https://doi.org/10.1109/smc.2017.8122643","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2017 IEEE International Conference on Systems, Man, and Cybernetics (SMC)","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[{"id":"https://openalex.org/F4320321001","display_name":"National Natural Science Foundation of China","ror":"https://ror.org/01h0zpd94"}],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":7,"referenced_works":["https://openalex.org/W1554763265","https://openalex.org/W1569990960","https://openalex.org/W2011375897","https://openalex.org/W2088733959","https://openalex.org/W2577194360","https://openalex.org/W2726942983","https://openalex.org/W6611780641"],"related_works":["https://openalex.org/W2372662578","https://openalex.org/W2367213784","https://openalex.org/W2355176056","https://openalex.org/W2360391211","https://openalex.org/W2360290312","https://openalex.org/W2141395620","https://openalex.org/W2380848687","https://openalex.org/W2357347355","https://openalex.org/W2377534033","https://openalex.org/W2389039311"],"abstract_inverted_index":{"With":[0,196],"the":[1,10,22,36,50,62,83,89,94,107,117,153,157,161,165,176,186,197,207,213,217,220,225,229,235,239,244,249,252,256,259,262,266,269,274],"ever-growing":[2],"popularization":[3],"of":[4,64,82,179,216,222,224,243,251,255,261,273],"Real":[5],"Time":[6],"Bidding":[7],"(RTB)":[8],"advertising,":[9],"Ad":[11],"Exchange":[12],"(AdX)":[13],"platform":[14],"has":[15],"long":[16],"enjoyed":[17],"a":[18,76,100,113,144],"dominant":[19,67],"position":[20],"in":[21,30,35,49,99,183,276],"RTB":[23,71],"ecosystem":[24],"due":[25],"to":[26,60,93,119,125,151,268],"its":[27],"unique":[28],"role":[29],"bridging":[31],"publishers":[32],"and":[33,38,104,142,206,219,238,258],"advertisers":[34],"supply":[37],"demand":[39],"sides,":[40],"respectively.":[41],"A":[42],"novel":[43],"technology":[44],"called":[45],"header":[46,73,129,277],"bidding":[47,74,80,130,166,230,278],"emerged":[48],"recent":[51],"one":[52],"or":[53,192],"two":[54],"years,":[55],"however,":[56],"is":[57,112,188],"widely":[58],"believed":[59],"have":[61],"potential":[63],"challenging":[65],"this":[66,121],"position.":[68],"Compared":[69],"with":[70,128,148],"markets,":[72],"establishes":[75],"priority":[77],"sub-market":[78],"allowing":[79],"partners":[81,167,231,267],"publisher":[84],"submit":[85],"their":[86],"bids":[87,163],"before":[88],"ad":[90],"impression":[91],"delivered":[92],"open":[95],"AdX":[96,118,218,257],"platform,":[97],"resulting":[98],"decreased":[101],"winning":[102],"probability":[103],"revenue":[105,242],"for":[106,116,156],"AdX.":[108,245],"As":[109],"such,":[110],"there":[111],"critical":[114],"need":[115,133],"tackle":[120],"challenge":[122],"so":[123],"as":[124],"better":[126],"coexist":[127],"platforms.":[131],"This":[132],"motivates":[134],"our":[135,180,203],"research.":[136],"We":[137,174],"utilize":[138],"stochastic":[139,145],"programming":[140],"approach":[141],"establish":[143],"optimization":[146],"model":[147,182],"risk":[149,214,253],"constraints":[150],"optimize":[152],"pricing":[154],"strategy":[155,237],"AdX,":[158],"considering":[159],"that":[160,211],"highest":[162,226],"from":[164,228],"can":[168,232],"be":[169],"characterized":[170,189],"by":[171,190,265],"random":[172,194],"variables.":[173,195],"study":[175],"equivalent":[177],"forms":[178],"proposed":[181,204],"case":[184],"when":[185],"randomness":[187,223,263],"uniform":[191],"normal":[193],"computational":[198],"experiment":[199],"approach,":[200],"we":[201],"validate":[202],"model,":[205],"experimental":[208],"results":[209],"indicate":[210],"both":[212],"tolerance":[215],"distribution":[221,260],"bid":[227],"greatly":[233],"affect":[234],"optimal":[236,241],"corresponding":[240],"Our":[246],"work":[247],"highlights":[248],"importance":[250],"level":[254],"generated":[264],"decision":[270],"making":[271],"process":[272],"AdXs":[275],"markets.":[279]},"counts_by_year":[{"year":2021,"cited_by_count":2},{"year":2020,"cited_by_count":2},{"year":2019,"cited_by_count":2}],"updated_date":"2026-07-29T14:22:42.915294","created_date":"2025-10-10T00:00:00"}
