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

Deep Landscape Forecasting for Real-time Bidding Advertising

The emergence of real-time auction in online advertising has drawn huge attention of modeling the market competition, i.e., bid landscape forecasting. The problem is formulated as to forecast the probability distribution of market price for each ad auction. With the consideration of the censorship issue which is caused by the second-price auction mechanism, many researchers have devoted their efforts on bid landscape forecasting by incorporating survival analysis from medical research field. However, most existing solutions mainly focus on either counting-based statistics of the segmented sample clusters, or learning a parameterized model based on some heuristic assumptions of distribution forms. Moreover, they neither consider the sequential patterns of the feature over the price space. In order to capture more sophisticated yet flexible patterns at fine-grained level of the data, we propose a Deep Landscape Forecasting (DLF) model which combines deep learning for probability distribution forecasting and survival analysis for censorship handling. Specifically, we utilize a recurrent neural network to flexibly model the conditional winning probability w.r.t. each bid price. Then we conduct the bid landscape forecasting through probability chain rule with strict mathematical derivations. And, in an end-to-end manner, we optimize the model by minimizing two negative likelihood losses with comprehensive motivations. Without any specific assumption for the distribution form of bid landscape, our model shows great advantages over previous works on fitting various sophisticated market price distributions. In the experiments over two large-scale real-world datasets, our model significantly outperforms the state-of-the-art solutions under various metrics.Comment: KDD 2019. The reproducible code and dataset link is https://github.com/rk2900/DL

Generalized Multi-Output Gaussian Process Censored Regression

When modelling censored observations, a typical approach in current regression methods is to use a censored-Gaussian (i.e. Tobit) model to describe the conditional output distribution. In this paper, as in the case of missing data, we argue that exploiting correlations between multiple outputs can enable models to better address the bias introduced by censored data. To do so, we introduce a heteroscedastic multi-output Gaussian process model which combines the non-parametric flexibility of GPs with the ability to leverage information from correlated outputs under input-dependent noise conditions. To address the resulting inference intractability, we further devise a variational bound to the marginal log-likelihood suitable for stochastic optimization. We empirically evaluate our model against other generative models for censored data on both synthetic and real world tasks and further show how it can be generalized to deal with arbitrary likelihood functions. Results show how the added flexibility allows our model to better estimate the underlying non-censored (i.e. true) process under potentially complex censoring dynamics.Comment: 7 pages, 3 figures, 3 table

Towards a User Privacy-Aware Mobile Gaming App Installation Prediction Model

Over the past decade, programmatic advertising has received a great deal of attention in the online advertising industry. A real-time bidding (RTB) system is rapidly becoming the most popular method to buy and sell online advertising impressions. Within the RTB system, demand-side platforms (DSP) aim to spend advertisers' campaign budgets efficiently while maximizing profit, seeking impressions that result in high user responses, such as clicks or installs. In the current study, we investigate the process of predicting a mobile gaming app installation from the point of view of a particular DSP, while paying attention to user privacy, and exploring the trade-off between privacy preservation and model performance. There are multiple levels of potential threats to user privacy, depending on the privacy leaks associated with the data-sharing process, such as data transformation or de-anonymization. To address these concerns, privacy-preserving techniques were proposed, such as cryptographic approaches, for training privacy-aware machine-learning models. However, the ability to train a mobile gaming app installation prediction model without using user-level data, can prevent these threats and protect the users' privacy, even though the model's ability to predict may be impaired. Additionally, current laws might force companies to declare that they are collecting data, and might even give the user the option to opt out of such data collection, which might threaten companies' business models in digital advertising, which are dependent on the collection and use of user-level data. We conclude that privacy-aware models might still preserve significant capabilities, enabling companies to make better decisions, dependent on the privacy-efficacy trade-off utility function of each case.Comment: 11 pages, 3 figure

Bid Shading in The Brave New World of First-Price Auctions

Online auctions play a central role in online advertising, and are one of the main reasons for the industry's scalability and growth. With great changes in how auctions are being organized, such as changing the second- to first-price auction type, advertisers and demand platforms are compelled to adapt to a new volatile environment. Bid shading is a known technique for preventing overpaying in auction systems that can help maintain the strategy equilibrium in first-price auctions, tackling one of its greatest drawbacks. In this study, we propose a machine learning approach of modeling optimal bid shading for non-censored online first-price ad auctions. We clearly motivate the approach and extensively evaluate it in both offline and online settings on a major demand side platform. The results demonstrate the superiority and robustness of the new approach as compared to the existing approaches across a range of performance metrics.Comment: In Proceedings of the 29th ACM International Conference on Information and Knowledge Management (CIKM'20), October 19-23, 2020, Virtual Event, Irelan

Estimating Latent Demand of Shared Mobility through Censored Gaussian Processes

Transport demand is highly dependent on supply, especially for shared transport services where availability is often limited. As observed demand cannot be higher than available supply, historical transport data typically represents a biased, or censored, version of the true underlying demand pattern. Without explicitly accounting for this inherent distinction, predictive models of demand would necessarily represent a biased version of true demand, thus less effectively predicting the needs of service users. To counter this problem, we propose a general method for censorship-aware demand modeling, for which we devise a censored likelihood function. We apply this method to the task of shared mobility demand prediction by incorporating the censored likelihood within a Gaussian Process model, which can flexibly approximate arbitrary functional forms. Experiments on artificial and real-world datasets show how taking into account the limiting effect of supply on demand is essential in the process of obtaining an unbiased predictive model of user demand behavior.Comment: 21 pages, 10 figure