Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting
نویسندگان
چکیده
منابع مشابه
Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting
In display and mobile advertising, the most significant progress in recent years is the employment of the so-called 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 inventorie...
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Real-time advertising allows advertisers to bid for each impression for a visiting user. To optimize a specic goal such as maximizing the revenue led by ad placements, advertisers not only need to estimate the relevance between the ads and user’s interests, but most importantly require a strategic response with respect to other advertisers bidding in the market. In this paper, we formulate bid...
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Display advertising has traditionally been sold via guaranteed contracts – a guaranteed contract is a deal between a publisher and an advertiser to allocate a certain number of impressions over a certain period, for a pre-specified price per impression. However, as spot markets for display ads, such as the RightMedia Exchange, have grown in prominence, the selection of advertisements to show on...
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In the area of ad-targeting, predicting user responses is essential for many applications such as Real-Time Bidding (RTB). Many of the features available in this domain are sparse categorical features. This presents a challenge especially when the user responses to be predicted is rare, because each feature will only have very few positive examples. Recently, neural embedding techniques such as...
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We use data from a large-scale field experiment to explore what influences the effectiveness of online advertising. We find that matching an ad to website content and increasing an ad’s obtrusiveness independently increase purchase intent. However, in combination these two strategies are ineffective. Ads that match both website content and are obtrusive do worse at increasing purchase intent th...
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ژورنال
عنوان ژورنال: Foundations and Trends® in Information Retrieval
سال: 2017
ISSN: 1554-0669,1554-0677
DOI: 10.1561/1500000049