publication . Preprint . Other literature type . Conference object . 2016

Feedback Control of Real-Time Display Advertising

Weinan Zhang; Yifei Rong; Jun Wang; Tianchi Zhu; Xiaofan Wang;
Open Access English
  • Published: 03 Mar 2016
Abstract
Comment: WSDM 2016
Subjects
free text keywords: Computer Science - Computer Science and Game Theory, Computer Science - Systems and Control, Advertising, Real-time bidding, Demand-side platform, Common value auction, Advertising campaign, Display advertising, business.industry, business, Bidding, Performance indicator, Control system, Computer science
35 references, page 1 of 3

[1] K. Amin, M. Kearns, P. Key, and A. Schwaighofer. Budget optimization for sponsored search: Censored learning in mdps. UAI, 2012. [OpenAIRE]

[2] K. J. A˚stro¨m and P. Kumar. Control: A perspective. Automatica, 50(1):3-43, 2014.

[3] K. J. A˚stro¨m and R. M. Murray. Feedback systems: an introduction for scientists and engineers. Princeton university press, 2010.

[4] S. Balseiro, O. Besbes, and G. Y. Weintraub. Repeated auctions with budgets in ad exchanges: Approximations and design. Columbia Business School Research Paper, (12/55), 2014.

[5] R. Battiti. First-and second-order methods for learning: between steepest descent and newton's method. Neural computation, 4(2):141-166, 1992. [OpenAIRE]

[6] S. Bennett. Development of the pid controller. Control Systems, 13(6):58-62, 1993.

[7] S. P. Bhattacharyya, H. Chapellat, and L. H. Keel. Robust control. The Parametric Approach, by Prentice Hall PTR, 1995.

[8] Y. Chen, P. Berkhin, B. Anderson, and N. R. Devanur. Real-time bidding algorithms for performance-based display ad allocation. KDD, 2011. [OpenAIRE]

[9] Y. Cui, R. Zhang, W. Li, and J. Mao. Bid landscape forecasting in online ad exchange marketplace. In KDD, pages 265-273. ACM, 2011.

[10] B. W. Dezotell. Water level controller, June 9 1936. US Patent 2,043,530.

[11] R. Gomer, E. M. Rodrigues, N. Milic-Frayling, and M. Schraefel. Network analysis of third party tracking: User exposure to tracking cookies through search. In WI, 2013. [OpenAIRE]

[12] Google. The arrival of real-time bidding. Technical report, 2011.

[13] Y. Hu, Y. Koren, and C. Volinsky. Collaborative filtering for implicit feedback datasets. In ICDM, 2008. [OpenAIRE]

[14] T. Jambor, J. Wang, and N. Lathia. Using control theory for stable and efficient recommender systems. In WWW, 2012. [OpenAIRE]

[15] N. Karlsson and J. Zhang. Applications of feedback control in online advertising. In American Control Conference, 2013.

35 references, page 1 of 3
Abstract
Comment: WSDM 2016
Subjects
free text keywords: Computer Science - Computer Science and Game Theory, Computer Science - Systems and Control, Advertising, Real-time bidding, Demand-side platform, Common value auction, Advertising campaign, Display advertising, business.industry, business, Bidding, Performance indicator, Control system, Computer science
35 references, page 1 of 3

[1] K. Amin, M. Kearns, P. Key, and A. Schwaighofer. Budget optimization for sponsored search: Censored learning in mdps. UAI, 2012. [OpenAIRE]

[2] K. J. A˚stro¨m and P. Kumar. Control: A perspective. Automatica, 50(1):3-43, 2014.

[3] K. J. A˚stro¨m and R. M. Murray. Feedback systems: an introduction for scientists and engineers. Princeton university press, 2010.

[4] S. Balseiro, O. Besbes, and G. Y. Weintraub. Repeated auctions with budgets in ad exchanges: Approximations and design. Columbia Business School Research Paper, (12/55), 2014.

[5] R. Battiti. First-and second-order methods for learning: between steepest descent and newton's method. Neural computation, 4(2):141-166, 1992. [OpenAIRE]

[6] S. Bennett. Development of the pid controller. Control Systems, 13(6):58-62, 1993.

[7] S. P. Bhattacharyya, H. Chapellat, and L. H. Keel. Robust control. The Parametric Approach, by Prentice Hall PTR, 1995.

[8] Y. Chen, P. Berkhin, B. Anderson, and N. R. Devanur. Real-time bidding algorithms for performance-based display ad allocation. KDD, 2011. [OpenAIRE]

[9] Y. Cui, R. Zhang, W. Li, and J. Mao. Bid landscape forecasting in online ad exchange marketplace. In KDD, pages 265-273. ACM, 2011.

[10] B. W. Dezotell. Water level controller, June 9 1936. US Patent 2,043,530.

[11] R. Gomer, E. M. Rodrigues, N. Milic-Frayling, and M. Schraefel. Network analysis of third party tracking: User exposure to tracking cookies through search. In WI, 2013. [OpenAIRE]

[12] Google. The arrival of real-time bidding. Technical report, 2011.

[13] Y. Hu, Y. Koren, and C. Volinsky. Collaborative filtering for implicit feedback datasets. In ICDM, 2008. [OpenAIRE]

[14] T. Jambor, J. Wang, and N. Lathia. Using control theory for stable and efficient recommender systems. In WWW, 2012. [OpenAIRE]

[15] N. Karlsson and J. Zhang. Applications of feedback control in online advertising. In American Control Conference, 2013.

35 references, page 1 of 3
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publication . Preprint . Other literature type . Conference object . 2016

Feedback Control of Real-Time Display Advertising

Weinan Zhang; Yifei Rong; Jun Wang; Tianchi Zhu; Xiaofan Wang;