Research on the Optimal Strategy of Online Publisher and the Advertiser within a Game Framework

Abstract

Abstract:

Online advertising has been important for both online publishers and advertisers. In this paper, the strategies between an online publisher and an advertiser are discussed. By means of game theory, four different relationships between the two parties are considered: firstly, three non-cooperative games with either symmetrical distribution of power or asymmetrical distribution with one player being the leader in each case, and one cooperative game where both players tend to maximize the total profit. Then, this paper compares the results of each relationship and gives the insights.

Key words: online advertising, game theory, optimal strategy

Ou Haiying. Research on the Optimal Strategy of Online Publisher and the Advertiser within a Game Framework[J]. , 2015, 27(10): 108-117.

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