publication . Other literature type . Conference object . 2014

Budget pacing for targeted online advertisements at LinkedIn

Deepak Agarwal; Souvik Ghosh; Kai Wei; Siyu You;
  • Published: 01 Jan 2014
  • Publisher: Association for Computing Machinery (ACM)
Abstract
Targeted online advertising is a prime source of revenue for many Internet companies. It is a common industry practice to use a generalized second price auction mechanism to rank advertisements at every opportunity of an impression. This greedy algorithm is suboptimal for both advertisers and publishers when advertisers have a finite budget. In a greedy mechanism high performing advertisers tend to drop out of the auction marketplace fast and that adversely affects both the advertiser experience and the publisher revenue. We describe a method for improving such ad serving systems by including a budget pacing component that serves ads by being aware of global sup...
Subjects
free text keywords: Share of voice, Advertising, Ad serving, Impression, Greedy algorithm, Revenue, Generalized second-price auction, Computer science, The Internet, business.industry, business, Online advertising
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publication . Other literature type . Conference object . 2014

Budget pacing for targeted online advertisements at LinkedIn

Deepak Agarwal; Souvik Ghosh; Kai Wei; Siyu You;