| Abstract: | This paper studies the commission rate in real-time bidding based on the generalized first-price auction mechanism. Firstly, the equilibrium bidding strategies are provided when there are fixed commission rate and the linear commission rate, which proves that if the there is no reserve price, the expected payment of DSP is not related to the rate of commission. The commission rate affects the equilibrium bidding strategies only. Secondly, this paper shows that if there are the reserve price and the commission, the payment of DSP is increasing on the commission rate. That is, if there is reserve price, the DSP cannot control the increasing of the expected payment by adjusting the equilibrium bidding strategy, when the commission rate increases. Finally, provided that the reserve price and commission rate are exogenous respectively, this paper draws to the conclusion that the conditions of optimal commission rate and the optimal reserve price must be satisfied. |
