Improved conversion prediction for B2B products using collective online activity trails.
problem Limited information from single user activity trails for B2B ad targeting.
method Introduced relevant users concept and used distributed activity representations to build seed lists.
result Improved conversion prediction AUC by 8.8% using collective activity trails.
The paper proposes a ML workflow for B2B sales prediction.
problem Predicting business to business sales outcomes using subjective human evaluations.
method A two-pipeline ML approach on Azure ML, including data enrichment and model training.
result ML predictions improve accuracy and increase sales value.
New approach optimizes sales process for B2B businesses.
problem Optimizing the sales process for B2B businesses.
method Causal Predictive Optimization and Generation with three layers: prediction, optimization, and serving.
result Significant wins over legacy systems in LinkedIn implementation.
DSPN predicts advertiser satisfaction and intent for e-commerce platforms.
problem Understanding advertiser intent and satisfaction for e-commerce platforms.
method Two-stage Deep Satisfaction Prediction Network (DSPN) that models intent and satisfaction.
result DSPN outperforms state-of-the-art baselines and predicts advertiser satisfaction accurately.
New method for causal inference in RTB advertising auctions.
problem Measuring the effectiveness of online advertising in RTB systems.
method Adapted Thompson sampling algorithm for causal inference.
result The method outperforms existing methods in estimating advertising effects.
Paper addresses selection bias in online advertising auctions.
problem Selection bias affects auction truthfulness and advertiser profits.
method Theoretical analysis combined with multi-task learning.
result Selection bias can be significantly reduced using multi-task learning.
Study estimates long-term effects of online advertising mechanisms on user behavior and revenue.
problem Estimating long-term treatment effects in online advertising systems.
method Modeling treatment effects as a stopped random walk, using experimental design, and statistical methods.
result Confidence intervals for long-term treatment effects constructed using statistical techniques.
Study optimal bidding strategies for digital ads targeting purchases and health campaigns.
problem Optimizing advertising strategies in digital channels.
method Continuous-time models encoding user behavior and auction mechanisms, semi-explicit formulas for optimal bidding.
result Semi-explicit formulas for optimal value and bidding policy for different types of advertising.
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 to compete for business traffic. The platform chooses the most suitable ads to …
New model uses symmetries and scaling laws to predict consumer advertising response.
problem Understanding consumer response to advertising efforts.
method Introduces a physics-based mathematical model to describe consumer response dynamics.
result The model better captures nonlinearities in advertising effects and provides new parameters for audience engagement.
This paper optimizes multi-channel sequential advertising to maximize cumulative revenue.
problem Maximizing cumulative revenue in multi-channel sequential advertising under a budget constraint.
method Formulated as a dynamic knapsack problem, proposed a bilevel optimization framework with action space reduction.
result Significantly improved cumulative revenue compared to state-of-the-art baselines.
The problem of detecting terms that can be interesting to the advertiser is considered. If a company has already bought some advertising terms which describe certain services, it is reasonable to find out the terms bought by competing companies. A part of them can be recommended as future advertising terms to the compa…
Real-time advertising allows advertisers to bid for each impression for a visiting user. To optimize specific goals such as maximizing revenue and return on investment (ROI) led by ad placements, advertisers not only need to estimate the relevance between the ads and user's interests, but most importantly require a str…
The traditional Sznajd model, as well as its Ochrombel simplification for opinion spreading, are applied to marketing with the help of advertising. The larger the lattice is the smaller is the amount of advertising needed to convince the whole market
Optimizes revenue and performance goals in e-commerce advertising with budget constraints.
problem Maximizing revenue and satisfying multiple performance goals in e-commerce advertising systems.
method Linear programming approach to optimize revenue and performance goals simultaneously.
result Our algorithm improves campaign performance and platform revenue effectively.
The paper models user-advertiser interactions using point processes.
problem Causal inference problems in user-advertiser interaction.
method Temporal marked point processes and neural point processes.
result Neural point processes as practical solutions.
The paper explores how to measure and optimize ad reach while maintaining user privacy.
problem Measuring ad reach while preserving user privacy in online advertising.
method Introduces k-anonymity and probabilistic discounting for frequency capping. result Privacy introduces a significant performance drop but with manageable costs.
Comparison Lift uses bandit algorithms to optimize online ad testing.
problem Optimizing online ad testing to maximize click-through rates.
method Bandit-based experimentation algorithm that adapts to test results.
result Ad click-through rates increased by 46% on average.
UCB-RS uses RS to improve UCB for online advertising.
problem Improving recommendation in online advertising.
method UCB-RS, combining UCB with recommendation system.
result UCB-RS outperforms other reinforcement learning methods in RecoGym.
Study predicts ad conversions based on URL embeddings.
problem Predicting user conversion likelihood from visited URLs.
method Introduced URL embedding models and evaluated conversion prediction models.
result Demonstrated effectiveness of URL embedding models for conversion prediction.
Advertisement (abbreviated ad) options are a recent development in online advertising. Simply, an ad option is a first look contract in which a publisher or search engine grants an advertiser a right but not obligation to enter into transactions to purchase impressions or clicks from a specific ad slot at a pre-specifi…
Adverts optimize organic traffic by strategically bidding in e-commerce feeds.
problem Maximizing organic traffic through strategic advertising in e-commerce feeds.
method Proposes a novel Leverage optimization problem and a Hybrid Training Leverage Bidding (HTLB) algorithm to optimize traffic.
result Demonstrates superior performance of the HTLB algorithm in optimizing organic traffic.
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 and ii) the attribution of these conversions to advertising events (such as clic…
Paper addresses CPA line forecasting in online advertising mid-flight.
problem Forecasting ad campaign performance mid-flight considering bidding mechanisms.
method Generates relationships between metrics and optimization signals, estimates sensitivity, and characterizes advertiser spends vs. eCPA.
result Demonstrates promising accuracy in forecasting against actual deliveries.
Optimal bidding strategy for multi-platform ad auctions under budget constraints.
problem Optimizing ad placements for budget-constrained advertisers across multiple platforms.
method Developed an optimal bidding strategy for non-incentive-compatible auctions with budget constraints.
result Maximized total utility across auctions while satisfying budget constraints in expectation.
Improved conversion rate prediction in online advertising using self-supervised pre-training.
problem Data sparsity and calibration issues in predicting conversions given clicks.
method Self-supervised pre-training on all conversion events to enrich CVR prediction model without compromising calibration.
result Improvements in offline training and online A/B tests, with full deployment to Yahoo native advertising system.
The paper tackles the issue of preferential attachment in targeted display advertising by developing domain-adaptation approaches.
problem Skewed distribution of data leads to preferential attachment towards high-budget partners.
method Develops domain-adaptation approaches to predict interested users for low-budget partners.
result Proposed approaches outperform other domain-adaptation methods across different points of campaigns.
Study of negative ads on social media during U.S. midterm elections.
problem Understanding the effectiveness and mechanisms of negative advertising on social media.
method Machine learning for sentiment analysis, AI image recognition, ordinal regressions.
result Negative ads are less effective than previously thought, anger is a key mechanism.
Adaptive algorithm for online evaluation of targeted audiences in advertising.
problem Determining the right match between advertising creatives and target audiences.
method Contextual bandit approach to address audience overlap and learn optimal display policies.
result The proposed method is more efficient than traditional split-testing methods.
AI-driven sales prioritization boosts renewal bookings by 8.08%.
problem Manual sales account prioritization is inefficient and under-invested.
method Developed an AI-based Account Prioritizer using machine learning and explanation algorithms.
result Generated a +8.08% increase in renewal bookings.
New framework for online influencer selection considering cost constraints.
problem Real-world social advertising budget limitations and cost variability of influencers.
method Introduces a budgeted framework for online influence maximization using an algorithm with semi-bandit feedback.
result Improves the state of the art regret bound for cardinality constraint setting.
A new method for precise user targeting in advertising using hyperbolic manifold learning.
problem Improving user satisfaction in targeted advertising by overcoming skepticism and spam perception.
method Proposes a Multi-Manifold Learning framework to learn hierarchical user and ad representations in the hyperbolic space.
result Demonstrates improved performance in user targeting and prediction accuracy on both public datasets and a large-scale commercial system.
A simple Ising spin model which can describe the mechanism of advertising in a duopoly market is proposed. In contrast to other agent-based models, the influence does not flow inward from the surrounding neighbors to the center site, but spreads outward from the center to the neighbors. The model thus describes the spr…
BiCB combines traffic prediction and bidding optimization for live advertising.
problem Real-time bidding in live advertising with unknown future traffic.
method Binary Constrained Bidding (BiCB) that merges mathematical analysis and statistical traffic estimation.
result BiCB achieves good approximation to optimal bidding results with low complexity.
Some online advertising offers pay only when an ad elicits a response. Randomness and uncertainty about response rates make showing those ads a risky investment for online publishers. Like financial investors, publishers can use portfolio allocation over multiple advertising offers to pursue revenue while controlling r…
Little is known about how different types of advertising affect brand attitudes. We investigate the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and digital). The data represent t…
This paper optimizes ad bids and daily budgets for multiple campaigns in pay-per-click advertising.
problem Optimizing ad bids and daily budgets for multiple campaigns in pay-per-click advertising.
method Formulated as a combinatorial semi-bandit problem, solved using Gaussian Processes and four algorithms.
result Regret upper bounded as O(sqrt{T}), where T is the time horizon.
Study proposes a time-aware model to predict user conversion intent.
problem Weak predictive signals from users not suitable for conversion prediction.
method Time-aware approach to model user activities and capture conversion intent signals.
result Approach outperforms other models on real-world datasets.
Approach to optimize bidding policies offline using reinforcement learning.
problem Optimizing spending in online advertising under budget constraints.
method Offline reinforcement learning for optimizing differentiable base policies.
result Statistically significant performance gains in production bidding environments.
A PID-based feedback-control system improves multiple KPIs in RTB display advertising.
problem Challenges in simultaneously improving multiple KPIs in RTB campaigns.
method Sequential Control using PID-based feedback and importance metrics.
result Effective in simultaneously controlling multiple KPIs in both simulations and live traffic.
Predicting the click-through rate of an advertisement is a critical component of online advertising platforms. In sponsored search, the click-through rate estimates the probability that a displayed advertisement is clicked by a user after she submits a query to the search engine. Commercial search engines typically rel…
The paper introduces SuccessProbaMax to optimize policy success probability in online advertising.
problem Optimizing policy success probability in online advertising systems.
method SuccessProbaMax algorithm that optimizes for the probability of success rather than expected value.
result SuccessProbaMax outperforms conventional algorithms in terms of success rate.
This paper examines and proposes several attribution modeling methods that quantify how revenue should be attributed to online advertising inputs. We adopt and further develop relative importance method, which is based on regression models that have been extensively studied and utilized to investigate the relationship …
FairJob dataset for job recommendations in advertising, preserving fairness and utility.
problem Fairness in online job recommendations for advertising.
method Anonymized dataset with proxy for sensitive attributes, fairness metric computation.
result Demonstrated potential improvements in fairness with trade-offs in utility.
Real time bidding (RTB) enables demand side platforms (bidders) to scale ad campaigns across multiple publishers affiliated to an RTB ad exchange. While driving multiple campaigns for mobile app install ads via RTB, the bidder typically has to: (i) maintain each campaign's efficiency (i.e., meet advertiser's target cos…
Paper improves conversion prediction models for online advertising.
problem Predicting different types of conversions in online advertising.
method Multi-Task Learning with MT-FwFM.
result Improved AUC by 0.74% and 0.84% on two conversion types, and overall AUC by 0.50%.
System filters inappropriate YouTube content for advertisers.
problem Inadequate detection of inappropriate content on YouTube ads.
method Proposes a system for identifying and filtering inappropriate content.
result Current countermeasures are ineffective in detecting inappropriate content.
In markets for online advertising, some advertisers pay only when users respond to ads. So publishers estimate ad response rates and multiply by advertiser bids to estimate expected revenue for showing ads. Since these estimates may be inaccurate, the publisher risks not selecting the ad for each ad call that would max…