486 research outputs found
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
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