| 摘要 |
Systems and methods for producing, valuing, and trading derivatives of advertisement inventory are described. The derivative instruments allow buyers and sellers of advertisement inventory to transact a right or obligation to purchase and receive advertisement inventory at a specified price as well as reselling and trading this right or obligation with other parties. In one embodiment, a derivative instrument allows the buyer to purchase the right, but not the obligation, to receive advertisement inventory on a later date at a pre-determined price. In another embodiment, a buyer of advertising inventory buys this right at a price as calculated by using the Merton options formula, which can estimate relevant parameters such as price history, price volatility, seasonality, and correlation with prices of other advertising inventory.
|
