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

Smart Pacing for Effective Online Ad Campaign Optimization

In targeted online advertising, advertisers look for maximizing campaign performance under delivery constraint within budget schedule. Most of the advertisers typically prefer to impose the delivery constraint to spend budget smoothly over the time in order to reach a wider range of audiences and have a sustainable impact. Since lots of impressions are traded through public auctions for online advertising today, the liquidity makes price elasticity and bid landscape between demand and supply change quite dynamically. Therefore, it is challenging to perform smooth pacing control and maximize campaign performance simultaneously. In this paper, we propose a smart pacing approach in which the delivery pace of each campaign is learned from both offline and online data to achieve smooth delivery and optimal performance goals. The implementation of the proposed approach in a real DSP system is also presented. Experimental evaluations on both real online ad campaigns and offline simulations show that our approach can effectively improve campaign performance and achieve delivery goals.Comment: KDD'15, August 10-13, 2015, Sydney, NSW, Australi

Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting

The most significant progress in recent years in online display advertising is what is known as the Real-Time Bidding (RTB) mechanism to buy and sell ads. RTB essentially facilitates buying an individual ad impression in real time while it is still being generated from a user’s visit. RTB not only scales up the buying process by aggregating a large amount of available inventories across publishers but, most importantly, enables direct targeting of individual users. As such, RTB has fundamentally changed the landscape of digital marketing. Scientifically, the demand for automation, integration and optimisation in RTB also brings new research opportunities in information retrieval, data mining, machine learning and other related fields. In this monograph, an overview is given of the fundamental infrastructure, algorithms, and technical solutions of this new frontier of computational advertising. The covered topics include user response prediction, bid landscape forecasting, bidding algorithms, revenue optimisation, statistical arbitrage, dynamic pricing, and ad fraud detection

Market Segmentation Trees

We seek to provide an interpretable framework for segmenting users in a population for personalized decision-making. The standard approach is to perform market segmentation by clustering users according to similarities in their contextual features, after which a "response model" is fit to each segment to model how users respond to personalized decisions. However, this methodology is not ideal for personalization, since two users could in theory have similar features but different response behaviors. We propose a general methodology, Market Segmentation Trees (MSTs), for learning interpretable market segmentations explicitly driven by identifying differences in user response patterns. To demonstrate the versatility of our methodology, we design two new, specialized MST algorithms: (i) Choice Model Trees (CMTs) which can be used to predict a user's choice amongst multiple options, and (ii) Isotonic Regression Trees (IRTs) which can be used to solve the bid landscape forecasting problem. We provide a customizable, open-source code base for training MSTs in Python which employs several strategies for scalability, including parallel processing and warm starts. We provide a theoretical analysis of the asymptotic running time of our training method validating its computational tractability on large datasets. We assess the practical performance of MSTs on several synthetic and real world datasets, showing our method reliably finds market segmentations which accurately model response behavior. Further, when applying MSTs to historical bidding data from a leading demand-side platform (DSP), we show that MSTs consistently achieve a 5-29% improvement in bid landscape forecasting accuracy over the DSP's current model. Our findings indicate that integrating market segmentation with response modeling consistently leads to improvements in response prediction accuracy, thereby aiding personalization

Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting

The most significant progress in recent years in online display advertising is what is known as the Real-Time Bidding (RTB) mechanism to buy and sell ads. RTB essentially facilitates buying an individual ad impression in real time while it is still being generated from a user’s visit. RTB not only scales up the buying process by aggregating a large amount of available inventories across publishers but, most importantly, enables direct targeting of individual users. As such, RTB has fundamentally changed the landscape of digital marketing. Scientifically, the demand for automation, integration and optimisation in RTB also brings new research opportunities in information retrieval, data mining, machine learning and other related fields. In this monograph, an overview is given of the fundamental infrastructure, algorithms, and technical solutions of this new frontier of computational advertising. The covered topics include user response prediction, bid landscape forecasting, bidding algorithms, revenue optimisation, statistical arbitrage, dynamic pricing, and ad fraud detection

RTB Formulation Using Point Process

We propose a general stochastic framework for modelling repeated auctions in the Real Time Bidding (RTB) ecosystem using point processes. The flexibility of the framework allows a variety of auction scenarios including configuration of information provided to player, determination of auction winner and quantification of utility gained from each auctions. We propose theoretical results on how this formulation of process can be approximated to a Poisson point process, which enables the analyzer to take advantage of well-established properties. Under this framework, we specify the player's optimal strategy under various scenarios. We also emphasize that it is critical to consider the joint distribution of utility and market condition instead of estimating the marginal distributions independently

Bid Optimization for Offsite Display Ad Campaigns on eCommerce

Online retailers often use third-party demand-side-platforms (DSPs) to conduct offsite advertising and reach shoppers across the Internet on behalf of their advertisers. The process involves the retailer participating in instant auctions with real-time bidding for each ad slot of their interest. In this paper, we introduce a bid optimization system that leverages the dimensional bidding function provided by most well-known DSPs for Walmart offsite display ad campaigns. The system starts by automatically searching for the optimal segmentation of the ad requests space based on their characteristics such as geo location, time, ad format, serving website, device type, etc. Then, it assesses the quality of impressions observed from each dimension based on revenue signals driven by the campaign effect. During the campaign, the system iteratively approximates the bid landscape based on the data observed and calculates the bid adjustments for each dimension. Finally, a higher bid adjustment factor is applied to dimensions with potentially higher revenue over ad spend (ROAS), and vice versa. The initial A/B test results of the proposed optimization system has shown its effectiveness of increasing the ROAS and conversion rate while reducing the effective cost per mille for ad serving