Work

Optimizing Revenue through User Coupon Recommendations in Truthful Online Ad Auctions

Year: 2025

Type: conference-paper

Abstract: 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.

DOI: 10.1145/3696410.3714594

Authors: Xiaodong Liu, Xiao Lin, Yiming Ding, Changcheng Li, Peng Jiang, Weiran Shen

Institutions: Renmin University of China, Kuaishou (China)

Language: English

Topic: Auction Theory and Applications

Subfield: Management Science and Operations Research

Field: Decision Sciences

Domain: Social Sciences

Open Access status: gold

Funders: National Natural Science Foundation of China, Fundamental Research Funds for the Central Universities

Award: G4642383249

OpenAlex ID: W4409657465

FWCI: 2.389

Cites: 15

Cited by: 1

Related to: 10