Related papers: Optimized Cost per Click in Taobao Display Adverti…
Traditionally the probabilistic ranking principle is used to rank the search results while the ranking based on expected profits is used for paid placement of ads. These rankings try to maximize the expected utilities based on the user…
We propose a new Markov Decision Process (MDP) model for ad auctions to capture the user response to the quality of ads, with the objective of maximizing the long-term discounted revenue. By incorporating user response, our model takes into…
Predicting keywords performance, such as number of impressions, click-through rate (CTR), conversion rate (CVR), revenue per click (RPC), and cost per click (CPC), is critical for sponsored search in the online advertising industry. An…
Ranking is a crucial module using in the recommender system. In particular, the ranking module using in our YoungTao recommendation scenario is to provide an ordered list of items to users, to maximize the click number throughout the…
The most significant progress in recent years in online display advertising is what is known as the Real-Time Bidding (RTB) mechanism to buy and sell ads. RTB essentially facilitates buying an individual ad impression in real time while it…
Budget pacing is a popular service that has been offered by major internet advertising platforms since their inception. Budget pacing systems seek to optimize advertiser returns subject to budget constraints by smoothly spending advertiser…
Managing millions of digital auctions is an essential task for modern advertising auction systems. The main approach to managing digital auctions is an autobidding approach, which depends on the Click-Through Rate and Conversion Rate…
Brand advertising plays a critical role in building long-term consumer awareness and loyalty, making it a key objective for advertisers across digital platforms. Although real-time bidding has been extensively studied, there is limited…
Online advertising has become a key source of revenue for both web search engines and online publishers. For them, the ability of allocating right ads to right webpages is critical because any mismatched ads would not only harm web users'…
Payments in online ad auctions are typically derived from click-through rates, so that advertisers do not pay for ineffective ads. But advertisers often care about more than just clicks. That is, for example, if they aim to raise brand…
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…
Display advertising has traditionally been sold via guaranteed contracts -- a guaranteed contract is a deal between a publisher and an advertiser to allocate a certain number of impressions over a certain period, for a pre-specified price…
In e-commerce websites like Taobao, brand is playing a more important role in influencing users' decision of click/purchase, partly because users are now attaching more importance to the quality of products and brand is an indicator of…
We develop a framework for the analysis of large-scale Ad-auctions where adverts are assigned over a continuum of search types. For this pay-per-click market, we provide an efficient mechanism that maximizes social welfare. In particular,…
Online advertising has recently grown into a highly competitive and complex multi-billion-dollar industry, with advertisers bidding for ad slots at large scales and high frequencies. This has resulted in a growing need for efficient…
Bid optimization for online advertising from single advertiser's perspective has been thoroughly investigated in both academic research and industrial practice. However, existing work typically assume competitors do not change their bids,…
Many popular search engines run an auction to determine the placement of advertisements next to search results. Current auctions at Google and Yahoo! let advertisers specify a single amount as their bid in the auction. This bid is…
In digital online advertising, advertisers procure ad impressions simultaneously on multiple platforms, or so-called channels, such as Google Ads, Meta Ads Manager, etc., each of which consists of numerous ad auctions. We study how an…
Cache advertisements reduce the access cost by allowing users to skip the cache when it does not contain their datum. Such advertisements are used in multiple networked domains such as 5G networks, wide area networks, and…
Matching platforms, from ridesharing to food delivery to competitive gaming, face a fundamental operational dilemma: match agents immediately to minimize waiting costs, or delay to exploit the efficiency gains of thicker markets. Yet…