Design of a combinational auction mechanism for television advertising market in Taiwan
學年 101
學期 1
出版（發表）日期 2012-10-01
作品名稱 Design of a combinational auction mechanism for television advertising market in Taiwan
作品名稱（其他語言）
著者 Cheng, Chi-Bin; Wu, Hung-Chung; Chan, C. C. Henry
單位 淡江大學資訊管理學系
出版者 Faisalabad: Medwell Journals
著錄名稱、卷期、頁數 Research Journal of Applied Sciences, Engineering and Technology 4(20), pp.4105-4111
摘要 The lack of a transparent mechanism makes the television advertising market in Taiwan extremely volatile to supply and demand changes. To resolve the problem, this study suggests a transparent and fair auction mechanism for the TV advertising market. A characteristic of television commercials is that there exists a synergy between time slots of commercials, i.e., it is more effective for advertisers to acquire some time slots together than just to obtain one of them. A combinatorial auction mechanism is proposed, which enables the advertisers to bid for a set of time slots simultaneously, thus avoiding the problem of losing any item in the bidder desired bundle. This study models the TV commercial combinatorial auction as an integer programming problem. One-month time slots of a TV channel in Taiwan are used in a computational experiment. The problem is solved by LINGO 12.0 and the resulting solutions provide a satisfactory allocation of time slots and maximize revenue for the TV station.
關鍵字 Advertising markets; Auction mechanisms; Combinatorial auction; Computational experiment; Exposure problem; Integer programming problems;Supply and demand;Television commercials;Time slots;TV channels;TV commercial;TV stations;Economics;Integer programming;Marketing;Television;Television broadcasting;Television stations;Commerce
語言 en
ISSN 2040-7459 2040-7467
期刊性質 國外
收錄於 EI
產學合作
通訊作者 Cheng, Chi-Bin
審稿制度
國別 GBR
公開徵稿
出版型式 紙本 電子版
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