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

Synthesis and crystal structure of the first 6a-thiathiophthen metal complex [Mo(CO)_5PPh_(2]2)(µ-C_5H_2S_3)

The first 6a-thiathiophthen metal complex was prepared by treating M(CO_)5[PPh_2CS_2CH_2C≡CH] with a catalytic amount of secondary amine or tertiary amine; the structure of the 6a-thiathiophthen molybdenum complex is confirmed by an X-ray diffraction analysis

Lift-Based Bidding in Ad Selection

Real-time bidding (RTB) has become one of the largest online advertising markets in the world. Today the bid price per ad impression is typically decided by the expected value of how it can lead to a desired action event (e.g., registering an account or placing a purchase order) to the advertiser. However, this industry standard approach to decide the bid price does not consider the actual effect of the ad shown to the user, which should be measured based on the performance lift among users who have been or have not been exposed to a certain treatment of ads. In this paper, we propose a new bidding strategy and prove that if the bid price is decided based on the performance lift rather than absolute performance value, advertisers can actually gain more action events. We describe the modeling methodology to predict the performance lift and demonstrate the actual performance gain through blind A/B test with real ad campaigns in an industry-leading Demand-Side Platform (DSP). We also discuss the relationship between attribution models and bidding strategies. We prove that, to move the DSPs to bid based on performance lift, they should be rewarded according to the relative performance lift they contribute.Comment: AAAI 201

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