English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Plus monthly

Global: Zendy Tools annual

Global: Zendy Tools monthly

Global: Zendy Free Plan

Advertisement (abbreviated ad) options are a recent development in onlineadvertising. Simply, an ad option is a first look contract in which a publisheror search engine grants an advertiser a right but not obligation to enter intotransactions to purchase impressions or clicks from a specific ad slot at apre-specified price on a specific delivery date. Such a structure providesadvertisers with more flexibility of their guaranteed deliveries. The valuationof ad options is an important topic and previous studies on ad options pricinghave been mostly restricted to the situations where the underlying pricesfollow a geometric Brownian motion (GBM). This assumption is reasonable forsponsored search; however, some studies have also indicated that it is notvalid for display advertising. In this paper, we address this issue byemploying a stochastic volatility (SV) model and discuss a lattice framework toapproximate the proposed SV model in option pricing. Our developments arevalidated by experiments with real advertising data: (i) we find that the SVmodel has a better fitness over the GBM model; (ii) we validate the proposedlattice model via two sequential Monte Carlo simulation methods; (iii) wedemonstrate that advertisers are able to flexibly manage their guaranteeddeliveries by using the proposed options, and publishers can have an increasedrevenue when some of their inventories are sold via ad options.

A lattice framework for pricing display advertisement options with the stochastic volatility underlying model