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Abstract
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Article Information:
Design of a Combinational Auction Mechanism for Television Advertising Market in Taiwan
Chi-Bin Cheng, Hung-Chung Wu and C.C. Henry Chan
Corresponding Author: Chi-Bin Cheng
Submitted: March 15, 2012
Accepted: April 13, 2012
Published: October 15, 2012 |
Abstract:
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The lack of a transparent mechanism makes the television advertising market in Taiwan extremely
volatile to supply and demand changes. To resolve the problem, this study suggests a transparent and fair
auction mechanism for the TV advertising market. A characteristic of television commercials is that there exists
a synergy between time slots of commercials, i.e., it is more effective for advertisers to acquire some time slots
together than just to obtain one of them. A combinatorial auction mechanism is proposed, which enables the
advertisers to bid for a set of time slots simultaneously, thus avoiding the problem of losing any item in the
bidder desired bundle. This study models the TV commercial combinatorial auction as an integer programming
problem. One-month time slots of a TV channel in Taiwan are used in a computational experiment. The
problem is solved by LINGO 12.0 and the resulting solutions provide a satisfactory allocation of time slots and
maximize revenue for the TV station.
Key words: Combinatorial auction , exposure problem, integer programming, television advertising market, , ,
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Cite this Reference:
Chi-Bin Cheng, Hung-Chung Wu and C.C. Henry Chan, . Design of a Combinational Auction Mechanism for Television Advertising Market in Taiwan. Research Journal of Applied Sciences, Engineering and Technology, (20): 4105-4111.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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