An emerging marketplace for digital advertising based on amalgamated digital signage networks
An emerging marketplace for digital advertising based on amalgamated digital signage networks
复制标题
基于合并数字标牌网络的新兴数字广告市场
DOI：
10.1109/coec.2003.1210244
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发表时间：
2003
期刊：
影响因子：
--
通讯作者：
Anna Andrusiewicz
中科院分区：
文献类型：
--
作者：
John V. Harrison;Anna Andrusiewicz
数字标牌网络是一种新兴的电子广告技术形式，它正在迅速普及，但在电子商务（电子商务）文献中很少受到关注。与传统标牌相比，我们鼓励使用数字标牌网络显示和管理广告的成本降低和效率提高。我们引入了一个部分自动化的中介，即数字标牌交换，它形成了一个虚拟市场，用于在数字标牌网络上购买和销售显示时间。我们为客户在数字标牌网络上的显示时间订单提供了一个简洁的表示，并为交易所提供了一个非正式的商业交易管理模型。该模型包括支持提前批量购买显示时间块。当订单不能完全按要求完成时，它也可以向客户提出还价。
Digital signage networks are a newly emerging form of electronic advertising technology that is rapidly growing in popularity but has received little attention in e-commerce (electronic commerce) literature. We motivate the cost reduction and increased effectiveness of advertising that is displayed and managed using digital signage networks as opposed to traditional signage. We introduce a partially automated intermediary, namely the digital signage exchange that forms a virtual marketplace for the purchase and sale of display time on the digital signage network. We present a concise representation for a customer's order for display time on the digital signage network and an informal business transaction management model for the exchange. This model includes support for advance bulk purchase of blocks of display time. It can also make a counter-offer to the customer when an order cannot be completely fulfilled as requested.