Related papers: MM2RTB: Bringing Multimedia Metrics to Real-Time B…
Real-time bidding has emerged as an effective online advertising technique. With real-time bidding, advertisers can position ads per impression, enabling them to optimise ad campaigns by targeting specific audiences in real-time. This paper…
In online display advertising, guaranteed contracts and real-time bidding (RTB) are two major ways to sell impressions for a publisher. Despite the increasing popularity of RTB, there is still half of online display advertising revenue…
Incrementality, which is used to measure the causal effect of showing an ad to a potential customer (e.g. a user in an internet platform) versus not, is a central object for advertisers in online advertising platforms. This paper…
Display advertising is an important online advertising type where banner advertisements (shortly ad) on websites are usually measured by how many times they are viewed by online users. There are two major channels to sell ad views. They can…
The optimization of bidding strategies for online advertising slot auctions presents a critical challenge across numerous digital marketplaces. A significant obstacle to the development, evaluation, and refinement of real-time autobidding…
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…
We study and formulate arbitrage in display advertising. Real-Time Bidding (RTB) mimics stock spot exchanges and utilises computers to algorithmically buy display ads per impression via a real-time auction. Despite the new automation, the…
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…
Diverse and enriched data sources are essential for commercial ads-recommendation models to accurately assess user interest both before and after engagement with content. While extended user-engagement histories can improve the prediction…
We examine trade-offs among stakeholders in ad auctions. Our metrics are the revenue for the utility of the auctioneer, the number of clicks for the utility of the users and the welfare for the utility of the advertisers. We show how to…
Traditional auction theory posits that bid value exhibits a positive correlation with the probability of securing the auctioned object in ascending auctions. However, under uncertainty and incomplete information, as is characteristic in…
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…
The ad-trading desks of media-buying agencies are increasingly relying on complex algorithms for purchasing advertising inventory. In particular, Real-Time Bidding (RTB) algorithms respond to many auctions -- usually Vickrey auctions --…
Given the massive market of advertising and the sharply increasing online multimedia content (such as videos), it is now fashionable to promote advertisements (ads) together with the multimedia content. It is exhausted to find relevant ads…
In online advertising markets, budget-constrained advertisers acquire ad placements through repeated bidding in auctions on various platforms. We present a strategy for bidding optimally in a set of auctions that may or may not be…
Online advertising is progressively moving towards a programmatic model in which ads are matched to actual interests of individuals collected as they browse the web. Letting the huge debate around privacy aside, a very important question in…
In digital advertising, Click-Through Rate (CTR) and Conversion Rate (CVR) are very important metrics for evaluating ad performance. As a result, ad event prediction systems are vital and widely used for sponsored search and display…
The rapid advances in e-commerce and Web 2.0 technologies have greatly increased the impact of commercial advertisements on the general public. As a key enabling technology, a multitude of recommender systems exists which analyzes user…
In online advertising, auto-bidding has become an essential tool for advertisers to optimize their preferred ad performance metrics by simply expressing high-level campaign objectives and constraints. Previous works designed auto-bidding…
In recent years, RTB(Real Time Bidding) becomes a popular online advertisement trading method. During the auction, each DSP(Demand Side Platform) is supposed to evaluate current opportunity and respond with an ad and corresponding bid…