互联网实时竞价广告的若干关键问题研究

项目名称： 互联网实时竞价广告的若干关键问题研究

项目编号： No.71472174

项目类型： 面上项目

立项/批准年度： 2015

项目学科： 管理科学

项目作者： 袁勇

作者单位： 中国科学院自动化研究所

项目金额： 64万元

中文摘要： 实时竞价(Real-Time Bidding, RTB)是随着计算广告学和大数据的深度融合而诞生的精准广告模式，为互联网广告的投放和售卖模式均带来了颠覆性变革。目前，RTB市场尚处于持续试错和优化的探索阶段，缺乏行之有效的商业模式与决策手段，导致RTB实践中在宏观市场机制设计和微观参与者决策支持两个层面均面临着极大的问题与挑战。面向市场实际问题与需求，本项目拟从参与者行为分析、决策支持和市场交易机制设计三条主线开展研究，重点研究参与者的投标行为模式与大群体博弈、市场细分粒度优化、跨渠道广告库存管理、交易机制设计与评估等关键问题，并建立基于智能体仿真的RTB计算实验平台来验证和评估项目的理论研究成果。本项目不仅对于电子商务和计算广告学基础理论研究具有重要意义，同时有助于促进RTB商业模式及其市场生态系统的健康和可持续发展，可望为萌芽和高速发展期的新兴RTB市场提供有益的理论指导与借鉴。

中文关键词： 电子商务；计算广告学；实时竞价

英文摘要： Real-time bidding (RTB) is an emerging business model for online targeted advertising following the integration of computational advertising and big data research. It has delivered disruptive and transformative innovation for both targeting technology and selling model of online advertising. To date, RTB markets are still experiencing continuing trail-and-error and optimization, and lack of effective business models and decision-making measures. As a result, RTB markets are exposed to severe problems and challenges in macroscopic mechanism design and microscopic decision-making. In this project, we will conduct research on behavioral analysis, decision-making and trading mechanism design, focusing on such significant issues as bidding behavior analysis and large-population games, optimization of market segmentation granularity, multi-channel inventory management, market mechanism design and evaluation. We will also build an agent-based computational-experimental platform, aiming at validating and evaluating our research findings. The proposed project will not only enrich and develop the existing research on E-commerce and computational advertising, but also help promote the healthy and sustainable development of RTB business model and its market ecosystems. Our research findings are expected to provide useful guidance and reference for the emerging and fast-growing RTB markets.

英文关键词： E-Commerce;Computational Advertising;Real-Time Bidding