کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
379897 659517 2011 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Online advertisement service pricing and an option contract
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر هوش مصنوعی
پیش نمایش صفحه اول مقاله
Online advertisement service pricing and an option contract
چکیده انگلیسی

For the Internet advertisement market, we consider a contract problem between advertisers and publishers. Among several ways of pricing online advertisements, the methods based on cost-per-impression (CPM) and cost-per-click (CPC) are the two most popular. The CPC fee is proportional to the click-through rate (CTR), which is uncertain and makes decisions of advertisers and publishers difficult. In this paper, we suggest a hybrid pricing scheme: advertisers pay the minimum of CPM and CPC fees by purchasing an option from publishers. To determine the option price, we consider a Nash bargaining game for negotiation between an advertiser and a publisher and provide the solution. Further, we show that such option contracts will help the advertiser avoid high cost and the publisher generate more revenue. The option contract will also improve the contract feasibility, compared to CPM and CPC.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Electronic Commerce Research and Applications - Volume 10, Issue 1, January–February 2011, Pages 38–48
نویسندگان
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