Truthful auctions for pricing search keywords
EC '06 Proceedings of the 7th ACM conference on Electronic commerce
Audience selection for on-line brand advertising: privacy-friendly social network targeting
Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining
Data-driven multi-touch attribution models
Proceedings of the 17th ACM SIGKDD international conference on Knowledge discovery and data mining
Relational click prediction for sponsored search
Proceedings of the fifth ACM international conference on Web search and data mining
Design principles of massive, robust prediction systems
Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining
Causally motivated attribution for online advertising
Proceedings of the Sixth International Workshop on Data Mining for Online Advertising and Internet Economy
Using co-visitation networks for detecting large scale online display advertising exchange fraud
Proceedings of the 19th ACM SIGKDD international conference on Knowledge discovery and data mining
Scalable supervised dimensionality reduction using clustering
Proceedings of the 19th ACM SIGKDD international conference on Knowledge discovery and data mining
Real time bid optimization with smooth budget delivery in online advertising
Proceedings of the Seventh International Workshop on Data Mining for Online Advertising
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Billions of online display advertising spots are purchased on a daily basis through real time bidding exchanges (RTBs). Advertising companies bid for these spots on behalf of a company or brand in order to purchase these spots to display banner advertisements. These bidding decisions must be made in fractions of a second after the potential purchaser is informed of what location (Internet site) has a spot available and who would see the advertisement. The entire transaction must be completed in near real-time to avoid delays loading the page and maintain a good users experience. This paper presents a bid-optimization approach that is implemented in production at Media6Degrees for bidding on these advertising opportunities at an appropriate price. The approach combines several supervised learning algorithms, as well as second price auction theory, to determine the correct price to ensure that the right message is delivered to the right person, at the right time.