A Joint Auction Framework with Externalities and Adaptation
Chun Fang, Luowen Liu, Kun Huang, Tao Ruan, Sheng Yan, Zhen Wang, Huan Li, Qiang Liu, Xingxing Wang

TL;DR
This paper introduces JEANet, a novel auction mechanism that incorporates externalities and adapts to multi-party bidding, improving revenue and efficiency in joint advertising slot allocation.
Contribution
It presents the first automated mechanism design method integrating global externalities into joint auctions, accommodating both joint and traditional advertising.
Findings
JEANet outperforms existing methods in multi-slot joint auctions.
The framework effectively handles externalities and bidding variability.
Experimental results show improved revenue and efficiency.
Abstract
Recently, joint advertising has gained significant attention as an effective approach to enhancing the efficiency and revenue of advertising slot allocation. Unlike traditional advertising, which allocates advertising slots exclusively to a single advertiser, joint advertising displays advertisements from brands and stores that have established a joint selling relationship within the same advertising slot. However, existing approaches often struggle to accommodate both joint and traditional advertising frameworks, thereby limiting the revenue potential and generalizability of joint advertising. Furthermore, these methods are constrained by two critical limitations: they generally neglect the influence of global externalities, and they fail to address the bidding variability stemming from multi-party advertiser participation. Collectively, these limitations present substantial challenges…
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Taxonomy
TopicsAuction Theory and Applications · Consumer Market Behavior and Pricing · Supply Chain and Inventory Management
