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Proceedings of the Eighth ACM International Conference on Web Search and Data Mining, 2015
In display and mobile advertising, the most significant development in recent years is the Real-Time Bidding (RTB), which allows selling and buying in real-time one ad impression at a time. Since then, RTB has fundamentally changed the landscape of the digital marketing by scaling the buying process across a large number of available inventories.
Jun Wang, Shuai Yuan
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In display and mobile advertising, the most significant development in recent years is the Real-Time Bidding (RTB), which allows selling and buying in real-time one ad impression at a time. Since then, RTB has fundamentally changed the landscape of the digital marketing by scaling the buying process across a large number of available inventories.
Jun Wang, Shuai Yuan
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A Survey on Bid Optimization in Real-Time Bidding Display Advertising
ACM Transactions on Knowledge Discovery from Data, 2023Real-Time Bidding (RTB) is one of the most important forms of online advertising, where an auction is hosted in real time to sell the individual ad impression. How to design an automated bidding strategy in response to the dynamic auction environment is crucial for improving user experience, protecting the interests of advertisers, and promoting the ...
Weitong Ou +6 more
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Two-Layer Recommendation-Based Real Time Bidding (RTB)
2018 IEEE 27th International Conference on Enabling Technologies: Infrastructure for Collaborative Enterprises (WETICE), 2018Real-time bidding (RTB) has recently become the predominant technique in online advertising. Although, RTB is very effective, compared to classical approaches, a lot can be done to improve the accuracy of display advertising. In fact, a major drawback of existing RTB systems is the use of the bidding price and the current user profile as the primary ...
Ait Arab, Sofiane +3 more
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Multi-agent Negotiation in Real-time Bidding
2019 IEEE International Conference on Consumer Electronics - Taiwan (ICCE-TW), 2019In this paper, we study the problem of multi-agent negotiation in real-time bidding scenario. We present a new solution, Extended Q-learning Network (EQN), which iteratively assigns the state transition probability and finally converges to a unique optimum effectively; Importantly, we propose a naive edge computing framework between mobile devices and ...
Chao Kong +5 more
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A survey on real time bidding advertising
Proceedings of 2014 IEEE International Conference on Service Operations and Logistics, and Informatics, 2014Real-time bidding (RTB) is an emerging and promising business model for online computational advertising in the age of big data. Based on analysis of massive amounts of Cookie data generated by Internet users, RTB advertising has the potential of identifying in real-time the characteristic and interest of the target audience in each ad impression ...
Yong Yuan +3 more
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Multi-armed bandits for bid shading in first-price real-time bidding auctions
Journal of intelligent and fuzzy systems, 2021Online advertisements are bought through a mechanism called real-time bidding (RTB). In RTB, the ads are auctioned in real-time on every webpage load. The ad auctions can be of two types: second-price or first-price auctions. In second-price auctions, the bidder with the highest bid wins the auction, but they only pay the second-highest bid. This paper
Espinosa-Leal, Leonardo, Tilli, Tuomo
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Optimized bidding algorithm of real time bidding in online ads auction
2014 International Conference on Management Science & Engineering 21th Annual Conference Proceedings, 2014RTB is one of the most popular topics on online advertising in recent years; RTB-based ads auction subverts traditional advertising strategy, explicitly stating the concept that “advertisement is commodity”. Most of the current researches on online ads auction focus at the point of linear programming or assignment problem, while there's little study on
Chong-rui Zhang, E. Zhang
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Real Time Bidding in Online Digital Advertisement
2015Real time bidding RTB is becoming the key to target marketing where it could optimize advertiser expectations drastically. Not like the conventional digital advertising, in the process of RTB, the impressions of a mobile application or a website are mapped to a particular advertiser through a bidding process which triggers and held for a few ...
Shalinda Adikari, Kaushik Dutta
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Real-Time Bidding in Online Display Advertising
SSRN Electronic Journal, 2017Display advertising is a major source of revenue for many online publishers and content providers. Historically, display advertising impressions have been sold through prenegotiated contracts, known as reservation contracts, between publishers and advertisers.
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Information disclosure in real-time bidding advertising markets
Proceedings of 2014 IEEE International Conference on Service Operations and Logistics, and Informatics, 2014Real-time bidding (RTB) advertising is a fast-growing business model in online display advertising markets. Unlike the guaranteed display advertising, it utilizes programmatic instantaneous auction to price and sell ad inventory on a per-impression basis.
Juanjuan Li, Yong Yuan, Rui Qin
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