Ad Serving with Multiple KPIs

Kitts, Brendan; Krishnan, Michael N.; Yadav, Ishadutta; Zeng, Yongbo; Badeau, Garrett; Potter, Andrew; Tolkachov, Sergey; Thornburg, Ethan; Janga, Satyanarayana Reddy

doi:10.1145/3097983.3098085

Cited by 7 publications

(9 citation statements)

References 20 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Such a methodology can be based for example on a controller which updates the strategy from time to time. This is a different topic which has been studied specifically in the literature (see [9], [8]).…”

Section: Discussionmentioning

confidence: 99%

Optimal Allocation of Real-Time-Bidding and Direct Campaigns

Jauvion¹,

Grislain²

2018

Proceedings of the 24th ACM SIGKDD International Conference on Knowledge Discovery &Amp; Data Mining

View full text Add to dashboard Cite

In this paper, we consider the problem of optimizing the revenue a web publisher gets through real-time bidding (i.e. from ads sold in real-time auctions) and direct (i.e. from ads sold through contracts agreed in advance). We consider a setting where the publisher is able to bid in the real-time bidding auction for each impression. If it wins the auction, it chooses a direct campaign to deliver and displays the corresponding ad.This paper presents an algorithm to build an optimal strategy for the publisher to deliver its direct campaigns while maximizing its real-time bidding revenue. The optimal strategy gives a formula to determine the publisher bid as well as a way to choose the direct campaign being delivered if the publisher bidder wins the auction, depending on the impression characteristics.The optimal strategy can be estimated on past auctions data. The algorithm scales with the number of campaigns and the size of the dataset. This is a very important feature, as in practice a publisher may have thousands of active direct campaigns at the same time and would like to estimate an optimal strategy on billions of auctions.The algorithm is a key component of a system which is being developed, and which will be deployed on thousands of web publishers worldwide, helping them to serve efficiently billions of ads a day to hundreds of millions of visitors.

show abstract

Section: Discussionmentioning

confidence: 99%

Optimal Allocation of Real-Time-Bidding and Direct Campaigns

Jauvion¹,

Grislain²

2018

Proceedings of the 24th ACM SIGKDD International Conference on Knowledge Discovery &Amp; Data Mining

View full text Add to dashboard Cite

show abstract

“…However, according to [130], this threshold might, in the long term, harm bid pacing and the campaign CPC. One possible explanation for this is that, according to Kitts et al [83], it is not advisable to mix viewability constraints in the campaign setting together with other constraints such as a good ratio of CTR, since that might reduce the available inventory to buy. This has also been highlighted by other studies that advise to only use viewability in the campaign settings if the objective is to increase brand awareness, whereas if the objective is to increase clicks, it would be better not to use viewability as a constraint [33,96,133].…”

Section: ) Campaign Settingsmentioning

confidence: 99%

A Survey of the Role of Viewability Within the Online Advertising Ecosystem

et al. 2021

View full text Add to dashboard Cite

We also want to thank ExoClick for their support in conducting this research. The project that gave rise to these results received the support of a fellowship from "la Caixa" Foundation (ID 100010434) and from the European Union's Horizon 2020 research and innovation programme under the Marie Skłodowska-Curie grant agreement No 847648. The fellowship code is LCF/BQ/PR20/11770009. We also acknowledge support from the Spanish Ministry of Economy and Competitiveness through the Juan de la Cierva Formación program (FJCI-2017-34926) ABSTRACT Within the online advertising ecosystem, viewability is defined as the metric that measures if an ad impression had the chance of being viewable by a potential consumer. Although this metric has been presented as a potential game-changer within the ad industry, it has not been fully adopted by the stakeholders, mainly due to disagreement between the different parties on the standards to implement and measure it, and its potential benefits and drawbacks. In this study, we present a survey of the role that viewability can have on the main challenges of the online advertising ecosystem depicting the main applications, benefits and issues. With this objective, we provide an overall picture of how viewability can fit within the ecosystem, which can help the different stakeholders to work on its adoption, integration and establishing a research agenda.

show abstract

“…(22), where u(t) is calculated by Eq. (14) and click(t) represents the quantity of clicks in the time step t. By such a modification, the PID controller would constantly increase its attention on the accumulated CPC, and give each time step different weights.…”

Section: Implementation Detailsmentioning

confidence: 99%

“…(1) Cost-min: Cost-min [14] is a generic algorithm to address multiple constraints in advertising scenario, and could be applied in our scenario as follows. The bidding strategy Eq.…”

Section: Baseline Strategiesmentioning

confidence: 99%

“…However, apart from the budget constraint, advertisers would routinely add certain key performance indicator (KPI) constraints that the advertising campaign must meet [14]. Advertisers set such KPI constraints because the campaign with a single budget constraint may suffer from huge changes of the traffic caused by the volatilities of the bidding environment.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Bid Optimization by Multivariable Control in Display Advertising

Yang

Wang

et al. 2019

Proceedings of the 25th ACM SIGKDD International Conference on Knowledge Discovery &Amp; Data Mining

View full text Add to dashboard Cite

Real-Time Bidding (RTB) is an important paradigm in display advertising, where advertisers utilize extended information and algorithms served by Demand Side Platforms (DSPs) to improve advertising performance. A common problem for DSPs is to help advertisers gain as much value as possible with budget constraints. However, advertisers would routinely add certain key performance indicator (KPI) constraints that the advertising campaign must meet due to practical reasons. In this paper, we study the common case where advertisers aim to maximize the quantity of conversions, and set cost-per-click (CPC) as a KPI constraint. We convert such a problem into a linear programming problem and leverage the primal-dual method to derive the optimal bidding strategy. To address the applicability issue, we propose a feedback control-based solution and devise the multivariable control system. The empirical study based on real-word data from Taobao.com verifies the effectiveness and superiority of our approach compared with the state of the art in the industry practices.

show abstract

Ad Serving with Multiple KPIs

Cited by 7 publications

References 20 publications

Optimal Allocation of Real-Time-Bidding and Direct Campaigns

Optimal Allocation of Real-Time-Bidding and Direct Campaigns

A Survey of the Role of Viewability Within the Online Advertising Ecosystem

Bid Optimization by Multivariable Control in Display Advertising

Contact Info

Product

Resources

About