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The real-time bidding (RTB), aka programmatic buying, has recently become the fastest growing area in online advertising. Instead of bulking buying and inventory-centric buying, RTB mimics stock exchanges and utilises computer algorithms to…
Real time bidding (RTB) enables demand side platforms (bidders) to scale ad campaigns across multiple publishers affiliated to an RTB ad exchange. While driving multiple campaigns for mobile app install ads via RTB, the bidder typically has…
This article discusses the troubled relationship between contemporary advertising technology (adtech) systems, in particular systems of real-time bidding (RTB, also known as programmatic advertising) underpinning much behavioral targeting…
Nowadays, mobile users have a vast number of applications and services at their disposal. Each of these might impose some privacy threats on users' "Personally Identifiable Information" (PII). Location privacy is a crucial part of PII, and…
Real-time bidding (RTB) has become a major paradigm of display advertising. Each ad impression generated from a user visit is auctioned in real time, where demand-side platform (DSP) automatically provides bid price usually relying on the…
The most significant progress in recent years in online display advertising is what is known as the Real-Time Bidding (RTB) mechanism to buy and sell ads. RTB essentially facilitates buying an individual ad impression in real time while it…
Online advertising has typically been more personalized than offline advertising, through the use of machine learning models and real-time auctions for ad targeting. One specific task, predicting the likelihood of conversion (i.e.\ the…
In this paper, we deal with the uncertainty of bidding for display advertising. Similar to the financial market trading, real-time bidding (RTB) based display advertising employs an auction mechanism to automate the impression level media…
Mobile gaming apps increasingly rely on third-party Software Development Kits SDKs for advertising, analytics, attribution, and user engagement, potentially introducing privacy exposure beyond traditional permission based risks. Existing…
Real-Time Bidding (RTB) is an important paradigm in display advertising, where advertisers utilize extended information and algorithms served by Demand Side Platforms (DSPs) to improve advertising performance. A common problem for DSPs is…
The mobile gaming industry, particularly the free-to-play sector, has been around for more than a decade, yet it still experiences rapid growth. The concept of games-as-service requires game developers to pay much more attention to…
There are two major ways of selling impressions in display advertising. They are either sold in spot through auction mechanisms or in advance via guaranteed contracts. The former has achieved a significant automation via real-time bidding…
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…
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…
Software applications continue to challenge user privacy when users interact with them. Privacy practices (e.g. Data Minimisation (DM), Privacy by Design (PbD) or General Data Protection Regulation (GDPR)) and related "privacy engineering"…
The majority of online display ads are served through real-time bidding (RTB) --- each ad display impression is auctioned off in real-time when it is just being generated from a user visit. To place an ad automatically and optimally, it is…
Mobile gaming applications (apps) have become increasingly pervasive, including a growing number of games designed for children. Despite their popularity, these apps often integrate complex analytics, advertising, and attribution…
With the surge in mobile gaming, accurately predicting user spending on newly downloaded games has become paramount for maximizing revenue. However, the inherently unpredictable nature of user behavior poses significant challenges in this…
Real-Time Bidding (RTB) is revolutionising display advertising by facilitating per-impression auctions to buy ad impressions as they are being generated. Being able to use impression-level data, such as user cookies, encourages user…
Real-time bidding (RTB) based display advertising has become one of the key technological advances in computational advertising. RTB enables advertisers to buy individual ad impressions via an auction in real-time and facilitates the…