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

提议的项目利用关键的经典计算机科学问题的进展，如搜索树重组，来实现媒体广告时间获取/销售的优化拍卖系统。拟议中的系统将从目前的人工协商方式转向一种表达式拍卖方式，在这种方式中，买家可以表达丰富的偏好和约束，通过这种方式，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之前在交通和医疗市场的表现力拍卖方面的工作，以匹配电视市场的丰富性。根据需要进行的需求收集，将完成电视广告市场的原型应用。提议的工作有可能通过提高效率和增加表达拍卖方法获得的衍生价值来获得显着的节省。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，同时消费者从观看与其兴趣和需求相关的广告中受益。该方法在电力和污染权/信用等其他领域以及其他媒体市场有更广泛的应用。这项工作与CMU已建立的创新生态系统有关，并将成立一家新的小公司。

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.