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.
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.
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.
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 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.
Develops a new bidding system to maximize advertiser profit.
problem Inaccurate prediction of ad lift-effect due to biased log data.
method Unbiased Lift-based Bidding System that predicts lift-effect from biased log data.
result Demonstrates superior and practical high-performing lift-based bidding strategy.
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.
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.
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.
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.
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.
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.
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.
Paper improves privacy-preserving measurement of advertising incrementality.
problem Privacy degradation in randomized lift tests for advertising measurement.
method Formulates a robust causal decision problem under signal losses, projecting clean worlds onto incrementality.
result Sharp decision frontier shows valid certification or rejection outside the frontier.
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.
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.
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.
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.
We study the problem of adaptive control of a high dimensional linear quadratic (LQ) system. Previous work established the asymptotic convergence to an optimal controller for various adaptive control schemes. More recently, for the average cost LQ problem, a regret bound of O ( T ) {O}(\sqrt{T}) O ( T ) was shown, apart form logarit…
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.
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…
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…
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.
User response prediction makes a crucial contribution to the rapid development of online advertising system and recommendation system. The importance of learning feature interactions has been emphasized by many works. Many deep models are proposed to automatically learn high-order feature interactions. Since most featu…
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 flexibility to control the number and positions of ads, resulting in sub-optimal p…
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.
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
The paper develops a method to evaluate recommendation systems without A/B testing.
problem Evaluating new recommendation algorithms efficiently and accurately.
method An estimator that predicts algorithm performance using historical data.
result The estimator converges to true performance at a rate of N \sqrt{N} N . 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.
Study proposes a machine learning method for bid shading in first-price auctions.
problem Maintaining strategy equilibrium in first-price auctions.
method Machine learning approach to model optimal bid shading.
result Demonstrates superiority and robustness of new approach across various metrics.
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 k k -anonymity and probabilistic discounting for frequency capping. result Privacy introduces a significant performance drop but with manageable costs.
DeepMCP improves CTR prediction by learning better feature representations.
problem Data sparsity in CTR prediction models.
method DeepMCP models user-ad, ad-ad, and feature-CTR relationships through three subnets.
result DeepMCP outperforms state-of-the-art models in CTR prediction.
Paper proposes a GPU-based system for training massive deep learning models in ads systems.
problem Training massive deep learning models with terabyte-scale parameters in ads systems.
method Hierarchical GPU parameter server with 3-layer storage (GPU High-Bandwidth Memory, CPU main memory, SSD).
result 4-node hierarchical GPU parameter server trains a model 2X faster than a 150-node in-memory system.
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.
The ability to perform effective off-policy learning would revolutionize the process of building better interactive systems, such as search engines and recommendation systems for e-commerce, computational advertising and news. Recent approaches for off-policy evaluation and learning in these settings appear promising. …
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…
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.
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…
Efficiently identifies promising hyperparameters for online learning models.
problem Expensive hyperparameter search for non-stationary model training.
method Two-stage approach: efficient configuration identification followed by full training.
result Up to 10x reduction in hyperparameter search cost on public benchmark.
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.
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.
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.
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.