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

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…

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…

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 consider an online resource allocation problem where multiple resources, each with an individual initial capacity, are available to serve random requests arriving sequentially over multiple discrete time periods. At each time period, one…

Predicting click and conversion probabilities when bidding on ad exchanges is at the core of the programmatic advertising industry. Two separated lines of previous works respectively address i) the prediction of user conversion probability…

Social advertising (or social promotion) is an effective approach that produces a significant cascade of adoption through influence in the online social networks. The goal of this work is to optimize the ad allocation from the platform's…

In this paper, we investigate the discount allocation problem in social networks. It has been reported that 40\% of consumers will share an email offer with their friend and 28\% of consumers will share deals via social media platforms.…

The research of influence propagation in social networks via word-of-mouth processes has been given considerable attention in recent years. Arguably, the most fundamental problem in this domain is influence maximization, where the goal is…

This paper re-examines the Shapley value methods for attribution analysis in the area of online advertising. As a credit allocation solution in cooperative game theory, Shapley value method directly quantifies the contribution of online…

Real-time bidding (RTB) plays a pivotal role in online advertising ecosystems. Advertisers employ strategic bidding to optimize their advertising impact while adhering to various financial constraints, such as the return-on-investment (ROI)…

We analyze the problem of how to optimally bid for ad spaces in online ad auctions. For this we consider the general case of multiple ad campaigns with overlapping targeting criteria. In our analysis we first characterize the structure of…

In online advertising, users may be exposed to a range of different advertising campaigns, such as natural search or referral or organic search, before leading to a final transaction. Estimating the contribution of advertising campaigns on…

Accurate attribution for multiple platforms is critical for evaluating performance-based advertising. However, existing attribution methods rely heavily on the heuristic methods, e.g., Last-Click Mechanism (LCM) which always allocates the…

We study the problem of auction design for advertising platforms that face strategic advertisers who are bidding across platforms. Each advertiser's goal is to maximize their total value or conversions while satisfying some constraint(s)…

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…

Effective budget allocation is crucial for optimizing the performance of digital advertising campaigns. However, the development of practical budget allocation algorithms remain limited, primarily due to the lack of public datasets and…

In this paper, we study the problem of allocating ads to users through the viral-marketing lens. Advertisers approach the host with a budget in return for the marketing campaign service provided by the host. We show that allocation that…

We study the online budgeted allocation (also called ADWORDS) problem, where a set of impressions arriving online are allocated to a set of budget-constrained advertisers to maximize revenue. Motivated by connections to Internet…

Real-time bidding (RTB) systems, which utilize auctions to allocate user impressions to competing advertisers, continue to enjoy success in digital advertising. Assessing the effectiveness of such advertising remains a challenge in research…

We consider an application of multi-armed bandits to internet advertising (specifically, to dynamic ad allocation in the pay-per-click model, with uncertainty on the click probabilities). We focus on an important practical issue that…