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 …
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48 results for “display advertising”
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.
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.
New model for display advertising with stochastic and adversarial components.
problem Display advertising with stochastic and adversarial click-through-rates.
method Adversarial scaling model; two algorithms tested: action elimination and mirror descent.
result Two algorithms are robust to adversarial scaling.
Prospective display advertising poses a great challenge for large advertising platforms as the strongest predictive signals of users are not eligible to be used in the conversion prediction systems. To that end efforts are made to collect as much information as possible about each user from various data sources and to …
An average adult is exposed to hundreds of digital advertisements daily (https://www.mediadynamicsinc.com/uploads/files/PR092214-Note-only-150-Ads-2mk.pdf), making the digital advertisement industry a classic example of a big-data-driven platform. As such, the ad-tech industry relies on historical engagement logs (clic…
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…
The goal of online display advertising is to entice users to "convert" (i.e., take a pre-defined action such as making a purchase) after clicking on the ad. An important measure of the value of an ad is the probability of conversion. The focus of this paper is the development of a computationally efficient, accurate, a…
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…
In display advertising, predicting the conversion rate, that is, the probability that a user takes a predefined action on an advertiser's website, such as purchasing goods is fundamental in estimating the value of displaying the advertisement. However, there is a relatively long time delay between a click and its resul…
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.
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…
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…
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.
We consider online optimization in the 1-lookahead setting, where the objective does not decompose additively over the rounds of the online game. The resulting formulation enables us to deal with non-stationary and/or long-term constraints , which arise, for example, in online display advertising problems. We propose a…
In display advertising, predicting the conversion rate (CVR), meaning the probability that a user takes a predefined action on an advertiser's website, is a fundamental task for estimating the value of displaying an advertisement to a user. There are two main challenges in CVR prediction due to delayed feedback. First,…
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…
Optimizes reserve prices for first-price auctions to maximize revenue.
problem Optimizing reserve prices for first-price auctions in display advertising.
method Gradient-based algorithm to adaptively update and optimize reserve prices based on bidder responsiveness to experimental shocks.
result Revenue optimization in first-price auctions can be decomposed into demand and bidding components, and techniques are introduced to reduce variance of each.
Online advertising is an important and huge industry. Having knowledge of the website attributes can contribute greatly to business strategies for ad-targeting, content display, inventory purchase or revenue prediction. Classical inferences on users and sites impose challenge, because the data is voluminous, sparse, hi…
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 …
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…
Click-through rate (CTR) prediction is a critical task in online display advertising. The data involved in CTR prediction are typically multi-field categorical data, i.e., every feature is categorical and belongs to one and only one field. One of the interesting characteristics of such data is that features from one fi…
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.
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…
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…
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.
Online audio advertising is a particular form of advertising used abundantly in online music streaming services. In these platforms, which tend to host tens of thousands of unique audio advertisements (ads), providing high quality ads ensures a better user experience and results in longer user engagement. Therefore, th…
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…
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. …
Dimensionality reduction for click-through rate prediction: Dense versus sparse representationstat.ML
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…
Inappropriate and profane content on social media is exponentially increasing and big corporations are becoming more aware of the type of content on which they are advertising and how it may affect their brand reputation. But with a huge surge in content being posted online it becomes seemingly difficult to filter out …
In online display advertising, selecting the most effective ad creative (ad image) for each impression is a crucial task for DSPs (Demand-Side Platforms) to fulfill their goals (click-through rate, number of conversions, revenue, and brand improvement). As widely recognized in the marketing literature, the effect of ad…
We review a method for click-through rate prediction based on the work of Menon et al. [11], which combines collaborative filtering and matrix factorization with a side-information model and fuses the outputs to proper probabilities in [0,1]. In addition we provide details, both for the modeling as well as the experime…
New model for personalized online advertising with multi-user interaction.
problem Realistic online advertising scenarios with multiple users interacting simultaneously.
method Introduces Multi-User Contextual Cascading Bandit (MCCB) model and proposes UCBBP and AUCBBP algorithms.
result Proves UCBBP and AUCBBP achieve optimal regret bounds for multi-user context.
Clarifies the scope of 'reproducibility' in AI and ML.
problem Unclear meaning of 'reproducibility' in AI and ML.
method Analyzes the community's works on reproducibility.
result Identifies eight general topic areas of reproducibility.
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.
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.
Neural nets predict user attention from mouse movements.
problem Predicting user attention from mouse cursor movements.
method Investigated different mouse movement representations and trained neural networks.
result Neural networks outperform handcrafted features for predicting user attention.
Click-through rate~(CTR) prediction, whose goal is to estimate the probability of the user clicks, has become one of the core tasks in advertising systems. For CTR prediction model, it is necessary to capture the latent user interest behind the user behavior data. Besides, considering the changing of the external envir…
Multi-armed bandit algorithms have become a reference solution for handling the explore/exploit dilemma in recommender systems, and many other important real-world problems, such as display advertisement. However, such algorithms usually assume a stationary reward distribution, which hardly holds in practice as users' …
CTR prediction in real-world business is a difficult machine learning problem with large scale nonlinear sparse data. In this paper, we introduce an industrial strength solution with model named Large Scale Piece-wise Linear Model (LS-PLM). We formulate the learning problem with and regularizers, leadin…
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.
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…
Click-through rate prediction is an essential task in industrial applications, such as online advertising. Recently deep learning based models have been proposed, which follow a similar Embedding\&MLP paradigm. In these methods large scale sparse input features are first mapped into low dimensional embedding vectors, a…
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…
Advertising effects in Sznajd marketing modelcond-mat.stat-mech
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