报告题目：Selling Online Display Advertisement via Guaranteed Contracts and Real-Time Bidding
报 告 人：爱尔兰都柏林圣三一大学 黄宇菲 博士
We propose a new selling mechanism in online display advertising markets that combines both guarantee contracts (GC) and real-time bidding (RTB) and allow advertisers to strategically choose between these two channels. Despite the complexity due to the advertisers’ strategic behaviour and the auctions, we are able to obtain the closed-form solution and show that combining GC and RTB can generate more revenue for the publisher, compared to the case when only RTB or GC is used.
Yufei Huang is an Associate Professor in Operations Management and the Director of EMBA program at Trinity Business School, Trinity College Dublin. Yufei received PhD in Management from UCL School of Management in the UK, MS in Physics and BBA in Marketing from Xi’an Jiaotong University in China. Yufei’s research focuses on new product development and launch, supply chain management and quantitative marketing. His work has appeared in top management journals, such as Production and Operations Management, Human Relations, European Journal of Operational Research. He regularly serves as an associate editor, guest editor and ad-hoc reviewer for various academic journals and book publishers. Yufei is passionate about teaching and has teaching experience at various levels, i.e., undergraduate, master and MBA, with broad topics, i.e., Operations Management, Supply Chain Management, Business Analytics, Data Analytics and Project Management, and in different universities, i.e., Peking University, Trinity, University of Bath, UCL, LBS and LSE.