A locally-built, LLM-digested index of recent arXiv papers in quant finance, geometry/topology, and statistical ML — keyword search served straight from SQLite on this machine.
Study optimal bidding strategies for digital ads targeting purchases and health campaigns.
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…
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 and practice. This paper proposes a new approach to perform causal inference on…
DSPN predicts advertiser satisfaction and intent for e-commerce platforms.
Firms implementing digital advertising campaigns face a complex problem in determining the right match between their advertising creatives and target audiences. Typical solutions to the problem have leveraged non-experimental methods, or used "split-testing" strategies that have not explicitly addressed the complexitie…
The paper tackles the issue of preferential attachment in targeted display advertising by developing domain-adaptation approaches.
Paper develops multilingual job classification for ISCO and KZiS.
In digital advertising, Click-Through Rate (CTR) and Conversion Rate (CVR) are very important metrics for evaluating ad performance. As a result, ad event prediction systems are vital and widely used for sponsored search and display advertising as well as Real-Time Bidding (RTB). In this work, we introduce an enhanced …
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…
BAT benchmark for autobidding tasks in RTB auctions.
CPP improves predictive model outputs for better intervention decisions.
Customers are usually exposed to online digital advertisement channels, such as email marketing, display advertising, paid search engine marketing, along their way to purchase or subscribe products( aka. conversion). The marketers track all the customer journey data and try to measure the effectiveness of each advertis…
In this paper, we apply neural networks into digital marketing world for the purpose of better targeting the potential customers. To do so, we model the customer online behaviours using dedicated neural network architectures. Starting from user searched keywords in a search engine to the landing page and different foll…
This paper describes a practical system for Multi Touch Attribution (MTA) for use by a publisher of digital ads. We developed this system for JD.com, an eCommerce company, which is also a publisher of digital ads in China. The approach has two steps. The first step ('response modeling') fits a user-level model for purc…
Bridges uplift modeling and sequential decision-making with online budget allocation.
Tensors are becoming prevalent in modern applications such as medical imaging and digital marketing. In this paper, we propose a sparse tensor additive regression (STAR) that models a scalar response as a flexible nonparametric function of tensor covariates. The proposed model effectively exploits the sparse and low-ra…
Paper addresses selection bias in online advertising auctions.
Study estimates long-term effects of online advertising mechanisms on user behavior and revenue.
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.
This paper optimizes multi-channel sequential advertising to maximize cumulative revenue.
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
In the last decade, the digital age has sharply redefined the way we study human behavior. With the advancement of data storage and sensing technologies, electronic records now encompass a diverse spectrum of human activity, ranging from location data, phone and email communication to Twitter activity and open-source c…
The paper models user-advertiser interactions using point processes.
The paper explores how to measure and optimize ad reach while maintaining user privacy.
Comparison Lift uses bandit algorithms to optimize online ad testing.
Study predicts ad conversions based on URL embeddings.
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…
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…
Most e-commerce product feeds provide blended results of advertised products and recommended products to consumers. The underlying advertising and recommendation platforms share similar if not exactly the same set of candidate products. Consumers' behaviors on the advertised results constitute part of the recommendatio…
Paper addresses CPA line forecasting in online advertising mid-flight.
Online advertising in E-commerce platforms provides sellers an opportunity to achieve potential audiences with different target goals. Ad serving systems (like display and search advertising systems) that assign ads to pages should satisfy objectives such as plenty of audience for branding advertisers, clicks or conver…
Optimal bidding strategy for multi-platform ad auctions under budget constraints.
Improved conversion rate prediction in online advertising using self-supervised pre-training.
New framework for online influencer selection considering cost constraints.
A growing number of empirical studies suggest that negative advertising is effective in campaigning, while the mechanisms are rarely mentioned. With the scandal of Cambridge Analytica and Russian intervention behind the Brexit and the 2016 presidential election, people have become aware of the political ads on social m…
A new method for precise user targeting in advertising using hyperbolic manifold learning.
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.
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…
This paper optimizes ad bids and daily budgets for multiple campaigns in pay-per-click advertising.
Introduces tensor bandits for multi-dimensional online decision making.
Approach to optimize bidding policies offline using reinforcement learning.
A PID-based feedback-control system improves multiple KPIs in RTB display advertising.
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…
In this paper, the method UCB-RS, which resorts to recommendation system (RS) for enhancing the upper-confidence bound algorithm UCB, is presented. The proposed method is used for dealing with non-stationary and large-state spaces multi-armed bandit problems. The proposed method has been targeted to the problem of the …