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Managing millions of digital auctions is an essential task for modern advertising auction systems. The main approach to managing digital auctions is an autobidding approach, which depends on the Click-Through Rate and Conversion Rate…

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…

Real-time bidding (RTB) has become a critical way of online advertising. In RTB, an advertiser can participate in bidding ad impressions to display its advertisements. The advertiser determines every impression's bidding price according to…

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…

Long-sequence modeling has become an indispensable frontier in recommendation systems for capturing users' long-term preferences. However, user behaviors within advertising domains are inherently sparse, posing a significant barrier to…

Incrementality, which is used to measure the causal effect of showing an ad to a potential customer (e.g. a user in an internet platform) versus not, is a central object for advertisers in online advertising platforms. This paper…

Online advertising banners are sold in real-time through auctions.Typically, the more banners a user is shown, the smaller the marginalvalue of the next banner for this user is. This fact can be detected bybasic ML models, that can be used…

Lifelong sequential modeling (LSM) is becoming increasingly critical in social media recommendation systems for predicting the click-through rate (CTR) of items presented to users. Central to this process is the attention mechanism, which…

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…

This paper describes an engine to optimize web publisher revenues from second-price auctions. These auctions are widely used to sell online ad spaces in a mechanism called real-time bidding (RTB). Optimization within these auctions is…

This paper proposes a diffusion-based auto-bidding framework that leverages graph representations to model large-scale auction environments. In such settings, agents must dynamically optimize bidding strategies under constraints defined by…

In E-commerce advertising, where product recommendations and product ads are presented to users simultaneously, the traditional setting is to display ads at fixed positions. However, under such a setting, the advertising system loses the…

Modeling user's historical feedback is essential for Click-Through Rate Prediction in personalized search and recommendation. Existing methods usually only model users' positive feedback information such as click sequences which neglects…

We describe a parallel bayesian online deep learning framework (PBODL) for click-through rate (CTR) prediction within today's Tencent advertising system, which provides quick and accurate learning of user preferences. We first explain the…

Real-Time Bidding (RTB) enables advertisers to place competitive bids on impression opportunities instantaneously, striving for cost-effectiveness in a highly competitive landscape. Although RTB has widely benefited from the utilization of…

In product search, users tend to browse results on multiple search result pages (SERPs) (e.g., for queries on clothing and shoes) before deciding which item to purchase. Users' clicks can be considered as implicit feedback which indicates…

In this article, we present a general approach to personalizing ads through encoding and learning from variable-length sequences of recent user actions and diverse representations. To this end we introduce a three-component module called…

In online advertising, display ads are increasingly being placed based on real-time auctions where the advertiser who wins gets to serve the ad. This is called real-time bidding (RTB). In RTB, auctions have very tight time constraints on…

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…

Click prediction is one of the fundamental problems in sponsored search. Most of existing studies took advantage of machine learning approaches to predict ad click for each event of ad view independently. However, as observed in the…