Related papers: Advertiser Learning in Direct Advertising Markets
Sponsored search auctions constitute one of the most successful applications of microeconomic mechanisms. In mechanism design, auctions are usually designed to incentivize advertisers to bid their truthful valuations and to assure both the…
Click-through rate (CTR) prediction is a critical task in online advertising systems. Models like Deep Neural Networks (DNNs) are simple but stateless. They consider each target ad independently and cannot directly extract useful…
Click-through rate (CTR) prediction is a critical task in online advertising systems. A large body of research considers each ad independently, but ignores its relationship to other ads that may impact the CTR. In this paper, we investigate…
The use of sponsored product listings in prominent positions of consumer search results has made e-commerce platforms, which traditionally serve as marketplaces for third-party sellers to reach consumers, a major medium for those sellers to…
Etsy is a global marketplace where people across the world connect to make, buy and sell unique goods. Sellers at Etsy can promote their product listings via advertising campaigns similar to traditional sponsored search ads. Click-Through…
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.…
We study a game played between advertisers in an online ad platform. The platform sells ad impressions by first-price auction and provides autobidding algorithms that optimize bids on each advertiser's behalf, subject to advertiser…
Campaign is a frequently employed instrument in lifting up the GMV (Gross Merchandise Volume) of retailer in traditional marketing. As its counterpart in online context, digital-marketing-campaign (DMC) has being trending in recent years…
Existing auto-bidding algorithms in digital advertising often treat the value of an ad opportunity as the revenue obtained when an ad is shown and/or clicked, and bid accordingly. This can lead to wasteful spending because the true value is…
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…
This paper investigates advertising practices in print newspapers across India using a novel data-driven approach. We develop a pipeline employing image processing and OCR techniques to extract articles and advertisements from digital…
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…
Online advertising is a huge, rapidly growing advertising market in today's world. One common form of online advertising is using image ads. A decision is made (often in real time) every time a user sees an ad, and the advertiser is eager…
In display advertising, predicting the conversion rate (CVR), meaning the probability that a user takes a predefined action on an advertiser's website, is a fundamental task for estimating the value of displaying an advertisement to a user.…
In light of the growing market of Ad Exchanges for the real-time sale of advertising slots, publishers face new challenges in choosing between the allocation of contract-based reservation ads and spot market ads. In this setting, the…
Consumers can acquire information through their own search efforts or through their social network. Information diffusion via word-of-mouth communication leads to some consumers free-riding on their "friends" and less information…
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…
In online display advertising, guaranteed contracts and real-time bidding (RTB) are two major ways to sell impressions for a publisher. Despite the increasing popularity of RTB, there is still half of online display advertising revenue…
Contemporary real-world online ad auctions differ from canonical models [Edelman et al., 2007; Varian, 2009] in at least four ways: (1) values and click-through rates can depend upon users' search queries, but advertisers can only partially…
Click-through rate (CTR) prediction is a critical task in online advertising systems. Most existing methods mainly model the feature-CTR relationship and suffer from the data sparsity issue. In this paper, we propose DeepMCP, which models…