کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
480467 1446079 2012 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Pricing game of online display advertisement publishers
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر علوم کامپیوتر (عمومی)
پیش نمایش صفحه اول مقاله
Pricing game of online display advertisement publishers
چکیده انگلیسی

We consider online display advertisement publishers who maximize the revenue by optimal pricing in an oligopoly setting. Each publisher interacts with others through setting cost-per-impression (CPM) that affects the demand for everyone. Using the pseudoconcavity of the objective function, we prove that a unique best response Nash equilibrium exists for each publisher. We also consider the sensitivity of the publisher while other publishers changes their CPM. In both cases, the best response of the publisher depends entirely on her current best response CPM. We provide an algorithm for finding the equilibrium and illustrate by numerical examples.


► We model a pricing game of online display advertisement publishers.
► We examine the best response of a publisher to strategies of other publishers.
► Optimal contract sizes have no impact on the optimal price.
► The total market revenue may increase with higher competition.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: European Journal of Operational Research - Volume 219, Issue 2, 1 June 2012, Pages 477–487
نویسندگان
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