相关论文: Multi-Touch Attribution Based Budget Allocation in…

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…

Amazon's new Multi-Touch Attribution (MTA) solution allows advertisers to measure how each touchpoint across the marketing funnel contributes to a conversion. This gives advertisers a more comprehensive view of their Amazon Ads performance…

Multi-touch attribution (MTA) estimates the relative contributions of the multiple ads a user may see prior to any observed conversions. Increasingly, advertisers also want to base budget and bidding decisions on these attributions,…

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…

In online advertising markets, budget-constrained advertisers acquire ad placements through repeated bidding in auctions on various platforms. We present a strategy for bidding optimally in a set of auctions that may or may not be…

Efficient allocation of impressions to advertisers in display advertising has a significant impact on advertisers' utility and the browsing experience of users. The problem becomes particularly challenging in the presence of advertisers…

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…

Internet advertising is a sophisticated game in which the many advertisers "play" to optimize their return on investment. There are many "targets" for the advertisements, and each "target" has a collection of games with a potentially…

In a multi-channel marketing world, the purchase decision journey encounters many interactions (e.g., email, mobile notifications, display advertising, social media, and so on). These impressions have direct (main effects), as well as…

Advertising becomes one of the most popular ways of monetizing an online transaction platform. Usually, sponsored advertisements are posted on the most attractive positions to enhance the number of clicks. However, multiple e-commerce…

How to utilize an allocated budget effectively for branding and promotion of a commercial house is an important problem, particularly when multiple advertising media are available. There exist multiple such media, and among them, two…

Today, billions of display ad impressions are purchased on a daily basis through a public auction hosted by real time bidding (RTB) exchanges. A decision has to be made for advertisers to submit a bid for each selected RTB ad request in…

Advertising channels have evolved from conventional print media, billboards and radio advertising to online digital advertising (ad), where the users are exposed to a sequence of ad campaigns via social networks, display ads, search etc.…

We study the budget allocation problem in online marketing campaigns that utilize previously collected offline data. We first discuss the long-term effect of optimizing marketing budget allocation decisions in the offline setting. To…

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,…

The majority of online marketplaces offer promotion programs to sellers to acquire additional customers for their products. These programs typically allow sellers to allocate advertising budgets to promote their products, with higher…

We analyze optimal strategies for the allocation of a finite budget that can be invested in different advertising channels over time with the objective of influencing social opinions in a network of individuals. In our analysis, we consider…

The cost of labeling data often limits the performance of machine learning systems. In multi-task learning, related tasks provide information to each other and improve overall performance, but the label cost can vary among tasks. How should…

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…

In this paper, we consider the problem of optimizing the revenue a web publisher gets through real-time bidding (i.e. from ads sold in real-time auctions) and direct (i.e. from ads sold through contracts agreed in advance). We consider a…