AIR: Sophisticated Electronic Markets for TV Advertising, Powered by Novel Optimization

AIR：由新颖优化提供支持的复杂的电视广告电子市场

• 批准号: 1127832
• 负责人: Tuomas Sandholm
• 金额: $ 30万
• 依托单位: Carnegie-Mellon University
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 2011
• 资助国家: 美国
• 起止时间: 2011-08-01 至 2015-07-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=1127832&HistoricalAwards=false
• 关键词: AIR; Sophisticated; Electronic; Markets; TV

The proposed project utilizes advances in key classic computer science problems such as search tree restructuring to implement an optimized auction system for acquisition/sale of media advertising time. The proposed system would move away from the current manually negotiated approach to an expressive auction approach in which buyers can express rich preferences and constraints through which they can more effectively conduct their campaigns. The optimization software of the PI currently underlies the nationwide kidney exchange. This effort will scale and adapt the PI's prior work in expressive auctions for transportation and medical markets to match the richness of the TV market. Based on requirements gathering to be undertaken, a prototype application for the TV ad market will be completed. The proposed work has the potential to reap significant savings though efficiencies and added derived value obtained for the expressive auction approach. This is anticipated by the PI to be anywhere from 13-41% of the current $75B market. Moreover, implementation of these approaches has the potential to create fairer and open markets while consumers benefit from viewing of ads relevant to their interests and needs. The approach has broader application in other areas such as electricity and pollution rights/credits as well as other media markets. The effort has a relationship within an established innovation ecosystem at CMU and a new small company will be launched.

建议的项目利用先进的关键经典计算机科学问题，如搜索树重组，实现一个优化的拍卖系统收购/销售的媒体广告时间。拟议的系统将从目前的手动协商方法转向表达性拍卖方法，在这种方法中，买家可以表达丰富的偏好和限制，通过这些偏好和限制，他们可以更有效地开展活动。PI的优化软件目前是全国肾脏交换的基础。这项工作将扩大和调整PI先前在运输和医疗市场的表现性拍卖中的工作，以匹配电视市场的丰富性。根据需求收集进行，电视广告市场的原型应用程序将完成。拟议的工作有可能获得显着的节省，虽然效率和附加衍生价值的表达拍卖方法。PI预计这将占当前750亿美元市场的13-41%。此外，这些方法的实施有可能创造更公平和开放的市场，而消费者则从观看与其兴趣和需求相关的广告中受益。这一办法在电力和污染权/信贷以及其他媒体市场等其他领域也有更广泛的应用。这项工作与CMU现有的创新生态系统有关系，一家新的小公司将成立。