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.
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.
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…
BAT benchmark for autobidding tasks in RTB auctions.
problem Lack of comprehensive datasets and benchmarks for autobidding.
method Developed a benchmark for two auction formats, implemented robust baselines.
result Provides a framework for developing and refining autobidding algorithms.
Adaptive display exposure improves e-commerce platform revenue.
problem Optimize ad display for better revenue and user experience.
method Constrained Markov Decision Process (psCMDP) and two-level reinforcement learning.
result Our approach increases platform revenue under constraints.
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 the order of 100ms. Therefore mechanisms for bidding intelligently such as clickth…
The paper proposes a new method to forecast winning prices in real-time bidding.
problem Accurately forecasting winning prices in real-time bidding with limited data.
method The paper introduces a heteroscedastic fully parametric censored regression approach and a mixture density censored network.
result The proposed method significantly improves winning price forecasting compared to existing methods.
Optimizes RTB campaigns by selecting user profiles and website configurations.
problem Maximizing impressions and profitability in RTB campaigns.
method Optimizes user profiles and website configurations, combines with other strategies.
result As the required number of visits increases, average profitability decreases.
Optimizes RTB bidding without exploration, improving performance under various budgets.
problem Lack of clear evaluation and generalization issues in RTB systems.
method Maximum entropy principle and conditional independence structures to train a model that generalizes to unseen budget conditions.
result Significantly improved performance under various budget settings compared to baselines.
New algorithm optimizes auction prices in real-time.
problem Maximizing revenue in online auctions with high frequency data.
method First real-time algorithm for online learning of monopoly prices.
result Achieves constant time and memory complexity for updates.
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.
It takes skill to build a meaningful predictive model even with the abundance of implementations of modern machine learning algorithms and readily available computing resources. Building a model becomes challenging if hundreds of terabytes of data need to be processed to produce the training data set. In a digital adve…
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.
On most sponsored search platforms, advertisers bid on some keywords for their advertisements (ads). Given a search request, ad retrieval module rewrites the query into bidding keywords, and uses these keywords as keys to select Top N ads through inverted indexes. In this way, an ad will not be retrieved even if querie…
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.
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.
Enhanced ad event prediction boosts performance.
problem Improving ad performance metrics like CTR and CVR.
method New feature engineering approach for ad event prediction.
result Significantly outperforms alternative prediction algorithms.
Proposes DHEB model for predicting online ad performance.
problem Sparse data at individual unit level in online advertising.
method Dynamic Hierarchical Empirical Bayesian (DHEB) model with data-driven hierarchy and shrinkage-based estimations.
result Proposed method outperforms other models in accuracy and efficiency.
A Q-learning approach optimizes RTB ad campaigns for mobile app installs.
problem Optimizing RTB ad campaigns for mobile app installs with delayed rewards.
method State space based policy trained via Q-learning algorithm to handle delayed install notifications.
result Significant increase in profit and number of efficient campaigns.
Develops a support-aware framework for reserve-policy selection in advertising markets.
problem Log-based reserve-price evaluation risks weak support and subgroup harm.
method Support-aware offline decision framework converting logged evidence into certified policies.
result Preserves the best gate-passing policy while eliminating only policies with certified regret.
New bid shading algorithm reduces costs by 55%.
problem Minimizing costs in online advertising auctions.
method Win-rate prediction and surplus maximization using logistic regression.
result 7% more profit for advertisers compared to benchmarks.
RALM extends exposure for long-tail contents in real-time recommender systems.
problem Lack of timely exposure for long-tail contents in recommender systems.
method Real-time attention-based look-alike model (RALM) with seeds-to-user similarity prediction and user representation learning.
result RALM outperforms traditional look-alike models in effectiveness and real-time performance.
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 methods for faster ranking and link prediction using higher-order motifs.
problem Real-time ranking and link prediction in applications like web search.
method Higher-order ranking and link prediction methods based on closing higher-order network motifs.
result The methods are faster and more efficient than existing methods based on closing triangles.
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.
The ad-trading desks of media-buying agencies are increasingly relying on complex algorithms for purchasing advertising inventory. In particular, Real-Time Bidding (RTB) algorithms respond to many auctions -- usually Vickrey auctions -- throughout the day for buying ad-inventory with the aim of maximizing one or severa…
Online media provides opportunities for marketers through which they can deliver effective brand messages to a wide range of audiences. Advertising technology platforms enable advertisers to reach their target audience by delivering ad impressions to online users in real time. In order to identify the best marketing me…
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…
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 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
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.
Deep learning model extracts location references from tweets during emergencies.
problem Challenges in extracting reliable location information from tweets during crises.
method Convolutional Neural Network (CNN) based model.
result Achieved high accuracy in extracting location references from tweets.
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.
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…
Study examines how different types of advertising impact brand attitudes.
problem Understanding how advertising types affect brand perceptions.
method Analysis of 575 brands over five years, using national, local, and digital ads, with brand/quarter and industry/week fixed effects.
result Different types of advertising have varying impacts on brand perceptions.
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.
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.