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Forecasting click volume is a key task in digital advertising, influencing both revenue and campaign strategy. Traditional time series models rely solely on numerical data, often overlooking rich contextual information embedded in textual…
Click-through rates prediction is critical in modern advertising systems, where ranking relevance and user engagement directly impact platform efficiency and business value. In this project, we explore how to model CTR more effectively…
Automated bidding, an emerging intelligent decision making paradigm powered by machine learning, has become popular in online advertising. Advertisers in automated bidding evaluate the cumulative utilities and have private financial…
Real-time bidding (RTB) has become one of the largest online advertising markets in the world. Today the bid price per ad impression is typically decided by the expected value of how it can lead to a desired action event (e.g., registering…
Over the past decade, programmatic advertising has received a great deal of attention in the online advertising industry. A real-time bidding (RTB) system is rapidly becoming the most popular method to buy and sell online advertising…
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…
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 --…
Click-through rate (CTR) prediction has been one of the most central problems in computational advertising. Lately, embedding techniques that produce low-dimensional representations of ad IDs drastically improve CTR prediction accuracies.…
With the emergence of new online channels and information technology, digital advertising tends to substitute more and more to traditional advertising by offering the opportunity to companies to target the consumers/users that are really…
Conversion and conversion rate (CVR) prediction play a critical role in efficient advertising decision-making. In past decades, although researchers have developed plenty of models for CVR prediction, the methodological evolution and…
Efficient allocation of impressions to advertisers in display advertising has a significant impact on advertisers' utility and the browsing experience of users. The problem becomes particularly challenging in the presence of advertisers…
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…
Real-time advertising allows advertisers to bid for each impression for a visiting user. To optimize specific goals such as maximizing revenue and return on investment (ROI) led by ad placements, advertisers not only need to estimate the…
Real-Time Bidding (RTB) enables advertisers to place competitive bids on impression opportunities instantaneously, striving for cost-effectiveness in a highly competitive landscape. Although RTB has widely benefited from the utilization of…
In this work, we investigate the online learning problem of revenue maximization in ad auctions, where the seller needs to learn the click-through rates (CTRs) of each ad candidate and charge the price of the winner through a pay-per-click…
We present a Multi-Task Learning (MTL) approach for improving predictions for rare (e.g., <1%) conversion events in online advertising. The conversions are classified into "rare" or "frequent" types based on historical statistics. The model…
Sponsored search represents a major source of revenue for web search engines. This popular advertising model brings a unique possibility for advertisers to target users' immediate intent communicated through a search query, usually by…
This paper presents models for predicted click-through rates in position auctions that take into account two possibilities that are not normally considered---that the identities of ads shown in other positions may affect the probability…
Real-time bidding is the new paradigm of programmatic advertising. An advertiser wants to make the intelligent choice of utilizing a \textbf{Demand-Side Platform} to improve the performance of their ad campaigns. Existing approaches are…
Most e-commerce product feeds provide blended results of advertised products and recommended products to consumers. The underlying advertising and recommendation platforms share similar if not exactly the same set of candidate products.…