Related papers: Lift-Based Bidding in Ad Selection
As a cost-effective option for Cloud consumers, spot service has been considered to be a significant supplement for building a full-fledged market economy for the Cloud ecosystem. However, unlike the static and straightforward way of…
Ad auctions in sponsored search support ``broad match'' that allows an advertiser to target a large number of queries while bidding only on a limited number. While giving more expressiveness to advertisers, this feature makes it challenging…
Auction-based recommender systems are prevalent in online advertising platforms, but they are typically optimized to allocate recommendation slots based on immediate expected return metrics, neglecting the downstream effects of…
Correctly pricing products or services in an online marketplace presents a challenging problem and one of the critical factors for the success of the business. When users are looking to buy an item they typically search for it. Query…
The causal effect of showing an ad to a potential customer versus not, commonly referred to as "incrementality", is the fundamental question of advertising effectiveness. In digital advertising three major puzzle pieces are central to…
Many online applications running on live traffic are powered by machine learning models, for which training, validation, and hyper-parameter tuning are conducted on historical data. However, it is common for models demonstrating strong…
In many applications, ads are displayed together with the prices, so as to provide a direct comparison among similar products or services. The price-displaying feature not only influences the consumers' decisions, but also affects the…
Online media provides opportunities for marketers through which they can deliver effective brand messages to a wide range of audiences. Advertising technology platforms enable advertisers to reach their target audience by delivering ad…
Online bidding serves as a fundamental information system in mobile ecosystems, facilitating real-time ad allocation across billions of devices while optimizing both platform performance and user experience through data-driven decision…
We have developed a first of its kind methodology for deriving bandwidth prices for premium direct peering between Access ISPs (A-ISPs) and Content and Service Providers (CSPs) that want to deliver content and services in premium quality.…
Interactions between bids to show ads online can lead to an advertiser's ad being shown to more men than women even when the advertiser does not target towards men. We design bidding strategies that advertisers can use to avoid such…
We consider the "Offline Ad Slot Scheduling" problem, where advertisers must be scheduled to "sponsored search" slots during a given period of time. Advertisers specify a budget constraint, as well as a maximum cost per click, and may not…
In recent years, Header Bidding (HB) has gained popularity among web publishers, challenging the status quo in the ad ecosystem. Contrary to the traditional waterfall standard, HB aims to give back to publishers control of their ad…
One method to offer some bidders a discount in a first-price auction is to augment their bids when selecting a winner but only charge them their original bids should they win. Another method is to use their original bids to select a winner,…
Advertisement auctions play a crucial role in revenue generation for e-commerce companies. To make the bidding procedure scalable to thousands of auctions, the automatic bidding (autobidding) algorithms are actively developed in the…
In online advertising, the inherent complexity and dynamic nature of advertising environments necessitate the use of auto-bidding services to assist advertisers in bid optimization. This complexity is further compounded in multi-channel…
Real-time bidding (RTB) plays a pivotal role in online advertising ecosystems. Advertisers employ strategic bidding to optimize their advertising impact while adhering to various financial constraints, such as the return-on-investment (ROI)…
Sponsored search positions are typically allocated through real-time auctions, where the outcomes depend on advertisers' quality-adjusted bids - the product of their bids and quality scores. Although quality scoring helps promote ads with…
Online A/B testing, the gold standard for evaluating new advertising policies, consumes substantial engineering resources and risks significant revenue loss from deploying underperforming variations. This motivates the use of Off-Policy…
This paper explores the integration of strategic optimization methods in search advertising, focusing on ad ranking and bidding mechanisms within E-commerce platforms. By employing a combination of reinforcement learning and evolutionary…