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Today's online advertisers procure digital ad impressions through interacting with autobidding platforms: advertisers convey high level procurement goals via setting levers such as budget, target return-on-investment, max cost per click,…
In online advertising (Ad), advertisers are always eager to know how to globally optimize their budget allocation strategies across different channels for more conversions such as orders, payments, etc. Ignoring competition among different…
As the largest e-commerce platform, Taobao helps advertisers reach billions of search queries each day via sponsored search, which has also contributed considerable revenue to the platform. An efficient bidding strategy to cater to diverse…
Budget management strategies in repeated auctions have received growing attention in online advertising markets. However, previous work on budget management in online bidding mainly focused on second-price auctions. The rapid shift from…
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…
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…
Audience interest, demography, purchase behavior and other possible classifications are ex- tremely important factors to be carefully studied in a targeting campaign. This information can help advertisers and publishers deliver…
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…
The effectiveness of advertising in e-commerce largely depends on the ability of merchants to bid on and win impressions for their targeted users. The bidding procedure is highly complex due to various factors such as market competition,…
Online advertising systems typically use a cascaded architecture to manage massive requests and candidate volumes, where the ranking stages allocate traffic based on eCPM (predicted CTR $\times$ Bid). With the increasing popularity of…
In cost-per-click (CPC) or cost-per-impression (CPM) advertising campaigns, advertisers always run the risk of spending the budget without getting enough conversions. Moreover, the bidding on advertising inventory has few connections with…
Learning high-quality feature embeddings efficiently and effectively is critical for the performance of web-scale machine learning systems. A typical model ingests hundreds of features with vocabularies on the order of millions to billions…
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…
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…
In online display advertising, guaranteed contracts and real-time bidding (RTB) are two major ways to sell impressions for a publisher. For large publishers, simultaneously selling impressions through both guaranteed contracts and in-house…
Many companies rely on advertising platforms such as Google, Facebook, or Instagram to recruit a large and diverse applicant pool for job openings. Prior works have shown that equitable bidding may not result in equitable outcomes due to…
Online recommendation and advertising are two major income channels for online recommendation platforms (e.g. e-commerce and news feed site). However, most platforms optimize recommending and advertising strategies by different teams…
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…
Real-time bidding (RTB) is an important mechanism in online display advertising, where a proper bid for each page view plays an essential role for good marketing results. Budget constrained bidding is a typical scenario in RTB where the…
Cascading architecture has been widely adopted in large-scale advertising systems to balance efficiency and effectiveness. In this architecture, the pre-ranking model is expected to be a lightweight approximation of the ranking model, which…