Optimizing Revenue through User Coupon Recommendations in Truthful Online Ad Auctions
Online advertising serves as the primary revenue source for numerous Internet companies, which typically sell advertising slots through auctions. Conventional online ad auctions assume constant click-through rates (CTRs) and conversion rates (CVRs) for ads during the auction process. However, this paper studies a new scenario where advertisers can offer coupons to users, thereby influencing both CTRs and CVRs and consequently, the platform's revenue.
Authors
- Peng Jiang (ORCID: https://orcid.org/0000-0002-9266-0780)
- Xiaodong Liu
- Changcheng Li (ORCID: https://orcid.org/0009-0004-9489-5737)
- Weiran Shen (ORCID: https://orcid.org/0000-0003-4366-9276)
- Xiao Lin (ORCID: https://orcid.org/0000-0002-1533-2791)
- Y. Ding (ORCID: https://orcid.org/0009-0004-6383-6929)
Institutions
- Kuaishou (China)
- Renmin University of China (CN)
Publication Details
- Published
- 2025-04-22
- DOI
- https://doi.org/10.1145/3696410.3714594
- Citations
- 1
- Primary Topic
- Auction Theory and Applications
- Type
- article
- Field-Weighted Citation Impact
- 2.11
Funders
- National Natural Science Foundation of China
- Fundamental Research Funds for the Central Universities