Related papers: Estimating Individual Advertising Effect in E-Comm…

We consider the problem of designing optimal online-ad investment strategies for a single advertiser, who invests at multiple sponsored search sites simultaneously, with the objective of maximizing his average revenue subject to the…

Who should we prioritize for treatment when causal effects cannot be estimated? In practice, organizations often rely on predictive proxies: ads are targeted using purchase probabilities, and retention incentives are allocated using…

We consider the problem of estimating a causal effect in a multi-domain setting. The causal effect of interest is confounded by an unobserved confounder and can change between the different domains. We assume that we have access to a proxy…

Causal inference has numerous real-world applications in many domains, such as health care, marketing, political science, and online advertising. Treatment effect estimation, a fundamental problem in causal inference, has been extensively…

Networked multi-agent dynamical systems have been used to model how individual opinions evolve over time due to the opinions of other agents in the network. Particularly, such a model has been used to study how a planning agent can be used…

We study a game between autobidding algorithms that compete in an online advertising platform. Each autobidder is tasked with maximizing its advertiser's total value over multiple rounds of a repeated auction, subject to budget and…

E-commerce companies have a number of online products, such as organic search, sponsored search, and recommendation modules, to fulfill customer needs. Although each of these products provides a unique opportunity for users to interact with…

With expansion of the video advertising market, research to predict the effects of video advertising is getting more attention. Although effect prediction of image advertising has been explored a lot, prediction for video advertising is…

The research of influence propagation in social networks via word-of-mouth processes has been given considerable attention in recent years. Arguably, the most fundamental problem in this domain is influence maximization, where the goal is…

In computational advertising, a challenging problem is how to recommend the bid for advertisers to achieve the best return on investment (ROI) given budget constraint. This paper presents a bid recommendation scenario that discovers the…

User behaviour targeting is essential in online advertising. Compared with sponsored search keyword targeting and contextual advertising page content targeting, user behaviour targeting builds users' interest profiles via tracking their…

We consider a brand with a given budget that wants to promote a product over multiple rounds of influencer marketing. In each round, it commissions an influencer to promote the product over a social network, and then observes the subsequent…

This paper examines and proposes several attribution modeling methods that quantify how revenue should be attributed to online advertising inputs. We adopt and further develop relative importance method, which is based on regression models…

As advertisers increasingly shift their budgets toward digital advertising, accurately forecasting advertising costs becomes essential for optimizing marketing campaign returns. This paper presents a comprehensive study that employs various…

Social advertising (or social promotion) is an effective approach that produces a significant cascade of adoption through influence in the online social networks. The goal of this work is to optimize the ad allocation from the platform's…

Advertising options have been recently studied as a special type of guaranteed contracts in online advertising, which are an alternative sales mechanism to real-time auctions. An advertising option is a contract which gives its buyer a…

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…

We present a number of models for the adword auctions used for pricing advertising slots on search engines such as Google, Yahoo! etc. We begin with a general problem formulation which allows the privately known valuation per click to be a…

Randomized trials typically estimate average relative treatment effects, but decisions on the benefit of a treatment are possibly better informed by more individualized predictions of the absolute treatment effect. In case of a binary…

Internet advertising is a fast growing business which has proved to be significantly important in digital economics. It is vitally important for both web search engines and online content providers and publishers because web advertising…