An advanced bidding agent for advertisement selection on public displays

Alex Rogers, Esther David, Terry R. Payne, Nicholas R. Jennings

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

10 Scopus citations

Abstract

In this paper we present an advanced bidding agent that participates in first-price sealed bid auctions to allocate advertising space on BluScreen - an experimental public advertisement system that detects users through the presence of their Bluetooth enabled devices. Our bidding agent is able to build probabilistic models of both the behaviour of users who view the adverts, and the auctions that it participates within. It then uses these models to maximise the exposure that its adverts receive. We evaluate the effectiveness of this bidding agent through simulation against a range of alternative selection mechanisms including a simple bidding strategy, random allocation, and a centralised optimal allocation with perfect foresight. Our bidding agent significantly outperforms both the simple bidding strategy and the random allocation, and in a mixed population of agents it is able to expose its adverts to 25% more users than the simple bidding strategy. Moreover, its performance is within 7.5% of that of the centralised optimal allocation despite the highly uncertain environment in which it must operate.

Original languageEnglish
Title of host publicationAAMAS'07 - Proceedings of the 6th International Joint Conference on Autonomous Agents and Multiagent Systems
Pages263-270
Number of pages8
DOIs
StatePublished - 2007
Externally publishedYes
Event6th International Joint Conference on Autonomous Agents and Multiagent Systems, AAMAS'07 - Honolulu, HI, United States
Duration: 14 May 200818 May 2008

Publication series

NameProceedings of the International Conference on Autonomous Agents

Conference

Conference6th International Joint Conference on Autonomous Agents and Multiagent Systems, AAMAS'07
Country/TerritoryUnited States
CityHonolulu, HI
Period14/05/0818/05/08

Keywords

  • Auction
  • Bidding agent
  • Public display

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