一种基于时间的广告分配算法

An algorithm to allocate ads based on time slots

电视台通过增加广告时长的方式来提高广告收入,却忽视了如何充分利用自身的广告时段资源,导致投入产出比越来越低.为了提高电视广告时段资源的利用率和整体效用,文中提出了一种基于时间的广告分配算法(ad allocation algorithm based on time slots,ADAA-TS)来协调电视台与广告商之间的拍卖.首先筛选掉低于电视台提供价格的广告商,并对广告商报价排序,然后基于时间槽的分配选择最大报价供应商,最后给出了被分配时间槽的供应商的支付规则.ADAA-TS算法不仅拥有计算效率、个体理性、真实性和预算平衡,而且还可以充分利用广告时段资源.

With the increasingly fierce competition,China＇ s TV stations increase income by way of advertising revenue,but ignore how to make full use of their own advertising resources,resulting in lower investment ratio.In order to improve the resource utilization and social welfare,we propose ad time slots allocation and pricing mechanism based on time length（ADAA-TS） to coordinate the auction between the TV station and the advertiser. The algorithm ranks the advertisers from high to low for the unit price higher than the unit price offered by the TV station,and then obtains the winner and loser set with the maximum capacity of time slot allocation as a reference. Lastly,the mechanism of payment is designed. ADAA-TS not only holds computational efficiency,individual rationality,budget balance,and truthfulness,but also improves utilization of ad time slot and social welfare.