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image/svg+xml Jakob Voss, based on art designer at PLoS, modified by Wikipedia users Nina and Beao Closed Access logo, derived from PLoS Open Access logo. This version with transparent background. http://commons.wikimedia.org/wiki/File:Closed_Access_logo_transparent.svg Jakob Voss, based on art designer at PLoS, modified by Wikipedia users Nina and Beao ACM Transactions on ...arrow_drop_down
image/svg+xml Jakob Voss, based on art designer at PLoS, modified by Wikipedia users Nina and Beao Closed Access logo, derived from PLoS Open Access logo. This version with transparent background. http://commons.wikimedia.org/wiki/File:Closed_Access_logo_transparent.svg Jakob Voss, based on art designer at PLoS, modified by Wikipedia users Nina and Beao
DBLP
Article . 2020
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Budget-Constrained Real-Time Bidding Optimization

Multiple Predictors Make It Better
Authors: Chi-Chun Lin; Kun-Ta Chuang; Wush Chi-Hsuan Wu; Ming-Syan Chen;

Budget-Constrained Real-Time Bidding Optimization

Abstract

In this article, we pursue a better solution for the promising problem, i.e., the bidding strategy design, in the real-time bidding (RTB) advertising (AD) environment. Under the budget constraint, the design of an optimal strategy for bidding on each incoming impression opportunity targets at acquiring as many clicks as possible during an AD campaign. State-of-the-art bidding algorithms rely on a single predictor, the clickthrough rate predictor, to calculate the bidding value for each impression. This provides reasonable performance if the predictor has appropriate accuracy in predicting the probability of user clicking. However, the classical methods usually fail to capture optimal results since the predictor accuracy is limited. We improve the situation by accomplishing an additional winning price predictor in the bidding process. In this article, an algorithm combining powers of multiple prediction models is developed. It emerges from an analogy to the online stochastic knapsack problem, and the efficiency of the algorithm is also theoretically analyzed. Experiments conducted on real world RTB datasets show that the proposed solution performs better with regard to both number of clicks achieved and effective cost per click in many different settings of budget constraints.

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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
2
Average
Average
Average
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