Related papers: Optimized Cost Per Click in Online Advertising: A …
Taobao, as the largest online retail platform in the world, provides billions of online display advertising impressions for millions of advertisers every day. For commercial purposes, the advertisers bid for specific spots and target crowds…
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…
In the cost per click (CPC) pricing model, an advertiser pays an ad network only when a user clicks on an ad; in turn, the ad network gives a share of that revenue to the publisher where the ad was impressed. Still, advertisers may be…
The prediction of click-through rate (CTR) is crucial for industrial applications, such as online advertising. AUC is a commonly used evaluation indicator for CTR models. For advertising platforms, online performance is generally evaluated…
Online advertisement is the main source of revenue for Internet business. Advertisers are typically ranked according to a score that takes into account their bids and potential click-through rates(eCTR). Generally, the likelihood that a…
Cost-per-click (CPC) in paid search is a volatile auction outcome generated by a competitive landscape that is only partially observable from any single advertiser's history. Using Google Ads auction logs from a concentrated car-rental…
In this paper, we propose a stochastic model to describe how search service providers charge client companies based on users' queries for the keywords related to these companies' ads by using certain advertisement assignment strategies. We…
In sponsored search, advertisement (abbreviated ad) slots are usually sold by a search engine to an advertiser through an auction mechanism in which advertisers bid on keywords. In theory, auction mechanisms have many desirable economic…
A standard result from auction theory is that bidding truthfully in a second price auction is a weakly dominant strategy. The result, however, does not apply in the presence of Cost Per Action (CPA) constraints. Such constraints exist, for…
Cost per click is a common metric to judge digital advertising campaign performance. In this paper we discuss an approach that generates a feature targeting recommendation to optimise cost per click. We also discuss a technique to assign…
As advertisers increasingly shift their budgets toward digital advertising, accurately forecasting advertising costs becomes essential for optimizing marketing campaign returns. This paper presents a comprehensive study that employs various…
The online advertising management platform has become increasingly popular among e-commerce vendors/advertisers, offering a streamlined approach to reach target customers. Despite its advantages, configuring advertising strategies correctly…
Promotions play a crucial role in e-commerce platforms, and various cost structures are employed to drive user engagement. This paper focuses on promotions with response-dependent costs, where expenses are incurred only when a purchase is…
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…
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…
For Verizon MediaDemand Side Platform(DSP), forecasting of ad campaign performance not only feeds key information to the optimization server to allow the system to operate on a high-performance mode, but also produces actionable insights to…
In display advertising, advertisers want to achieve a marketing objective with constraints on budget and cost-per-outcome. This is usually formulated as an optimization problem that maximizes the total utility under constraints. 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'…
Online bipartite matching (OBM) is a fundamental model underpinning many important applications, including search engine advertisement, website banner and pop-up ads, and ride-hailing. We study the i.i.d. OBM problem, where one side of the…
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…