4,715 research outputs found
Learning Adaptive Display Exposure for Real-Time Advertising
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 platform revenue and user experience. Consequently, major
e-commerce platforms (e.g., Taobao.com) have begun to consider more flexible
ways to display ads. In this paper, we investigate the problem of advertising
with adaptive exposure: can we dynamically determine the number and positions
of ads for each user visit under certain business constraints so that the
platform revenue can be increased? More specifically, we consider two types of
constraints: request-level constraint ensures user experience for each user
visit, and platform-level constraint controls the overall platform monetization
rate. We model this problem as a Constrained Markov Decision Process with
per-state constraint (psCMDP) and propose a constrained two-level reinforcement
learning approach to decompose the original problem into two relatively
independent sub-problems. To accelerate policy learning, we also devise a
constrained hindsight experience replay mechanism. Experimental evaluations on
industry-scale real-world datasets demonstrate the merits of our approach in
both obtaining higher revenue under the constraints and the effectiveness of
the constrained hindsight experience replay mechanism.Comment: accepted by CIKM201
Managing Risk of Bidding in Display Advertising
In this paper, we deal with the uncertainty of bidding for display
advertising. Similar to the financial market trading, real-time bidding (RTB)
based display advertising employs an auction mechanism to automate the
impression level media buying; and running a campaign is no different than an
investment of acquiring new customers in return for obtaining additional
converted sales. Thus, how to optimally bid on an ad impression to drive the
profit and return-on-investment becomes essential. However, the large
randomness of the user behaviors and the cost uncertainty caused by the auction
competition may result in a significant risk from the campaign performance
estimation. In this paper, we explicitly model the uncertainty of user
click-through rate estimation and auction competition to capture the risk. We
borrow an idea from finance and derive the value at risk for each ad display
opportunity. Our formulation results in two risk-aware bidding strategies that
penalize risky ad impressions and focus more on the ones with higher expected
return and lower risk. The empirical study on real-world data demonstrates the
effectiveness of our proposed risk-aware bidding strategies: yielding profit
gains of 15.4% in offline experiments and up to 17.5% in an online A/B test on
a commercial RTB platform over the widely applied bidding strategies
Bid Optimization by Multivariable Control in Display Advertising
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
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