Related papers: Keyword Targeting Optimization in Sponsored Search…
Scale-calibrated ranking systems are ubiquitous in real-world applications nowadays, which pursue accurate ranking quality and calibrated probabilistic predictions simultaneously. For instance, in the advertising ranking system, the…
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'…
Today's top advertisers typically manage hundreds of campaigns simultaneously and consistently launch new ones throughout the year. A crucial challenge for marketing managers is determining the optimal allocation of limited budgets across…
We present a vertical introduction to campaign optimization; that is, the ability to predict the user response to an ad campaign without any users' profiles on average and for each exposed ad. In practice, we present an approach to build a…
We study a novel problem of sponsored search (SS) for E-Commerce platforms: how we can attract query users to click product advertisements (ads) by presenting them features of products that attract them. This not only benefits merchants and…
Sponsored search in e-commerce poses several unique and complex challenges. These challenges stem from factors such as the asymmetric language structure between search queries and product names, the inherent ambiguity in user search intent,…
Evaluating the return on ad spend (ROAS), the causal effect of advertising on sales, is critical to advertisers for understanding the performance of their existing marketing strategy as well as how to improve and optimize it. Media Mix…
Synonymous keyword retrieval has become an important problem for sponsored search ever since major search engines relax the exact match product's matching requirement to a synonymous level. Since the synonymous relations between queries and…
In sponsored search it is critical to match ads that are relevant to a query and to accurately predict their likelihood of being clicked. Commercial search engines typically use machine learning models for both query-ad relevance matching…
We propose a novel approach for the recommendation of possible customers (users) to advertisers (e.g., brands) based on two main aspects: (i) the comparison between On-line Social Network profiles, and (ii) neighborhood analysis on the…
Sponsored search positions are typically allocated through real-time auctions, where the outcomes depend on advertisers' quality-adjusted bids - the product of their bids and quality scores. Although quality scoring helps promote ads with…
We consider the budget optimization problem faced by an advertiser participating in repeated sponsored search auctions, seeking to maximize the number of clicks attained under that budget. We cast the budget optimization problem as a Markov…
This survey revisits classical combinatorial optimization algorithms and extends them to two-stage stochastic models, particularly focusing on client-element problems. We reformulate these problems to optimize element selection under…
Online advertising has been introduced as one of the most efficient methods of advertising throughout the recent years. Yet, advertisers are concerned about the efficiency of their online advertising campaigns and consequently, would like…
Internet search companies sell advertisement slots based on users' search queries via an auction. While there has been a lot of attention on the auction process and its game-theoretic aspects, our focus is on the advertisers. In particular,…
In search and advertisement ranking, it is often required to simultaneously maximize multiple objectives. For example, the objectives can correspond to multiple intents of a search query, or in the context of advertising, they can be…
Digital advertising is a critical part of many e-commerce platforms such as Taobao and Amazon. While in recent years a lot of attention has been drawn to the consumer side including canonical problems like ctr/cvr prediction, the advertiser…
For decades, Simultaneous Ascending Auction (SAA) has been the most widely used mechanism for spectrum auctions, and it has recently gained popularity for allocating 5G licenses in many countries. Despite its relatively simple rules, SAA…
Pay-per-click advertising includes various formats (\emph{e.g.}, search, contextual, social) with a total investment of more than 200 billion USD per year worldwide. An advertiser is given a daily budget to allocate over several, even…
We study a natural model of coordinated social ad campaigns over a social network, based on models of Datta et al. and Aslay et al. Multiple advertisers are willing to pay the host - up to a known budget - per user exposure, whether the…