In this paper, we study performance measures for online advertising systems by empirical approach. The traditional statistical measure Critical Success Index (CSI), also known as Threat Score (TS), ...is modified as CSI-R to add the emphasis on recall. We then generate two realistic data sets to examine the effects of CSI and CSI-R in evaluation of a Real-Time Bidding (RTB) system for online advertising. Performance factors such as accuracy, lift, efficiency and skill score are compared for both minority and majority classes. The results show that CSI-R is better applied on measuring such a system.
Demand-side platform is the key process for real-time bidding of online advertising. The appropriate design of entity relationship of Demand-side platform has become the primary problem to launch ...demand. In order to solve the problem of online advertising in Demand-side platform has been the lack of a clear definition of the problem of entity relationship, a system design has been proposed to combines the online advertising real-time bidding specific demands and advertisers demands to meet the online advertising business requirements. The design not only defines the module division of Demand-side platform system, but also puts forward core entity relationship. Furthermore, it also provides a good foundation for further online advertising with efficient, flexible ways.
Real-time bid optimization for group-buying ads Balakrishnan, Raju; Bhatt, Rushi P.
Proceedings of the 21st ACM international conference on Information and knowledge management,
10/2012
Conference Proceeding
Open access
Group-buying ads seeking a minimum number of customers before the deal expiry are increasingly used by the daily-deal providers. Unlike the traditional web ads, the advertiser's profits for ...group-buying ads depends on the time to expiry and additional customers needed to satisfy the minimum group size. Since both these quantities are time-dependent, optimal bid amounts to maximize profits change with every impression. Consequently, traditional static bidding strategies are far from optimal. Instead, bid values need to be optimized in real-time to maximize expected bidder profits. This online optimization of deal profits is made possible by the advent of ad exchanges offering real-time (spot) bidding. To this end, we propose a real-time bidding strategy for group-buying deals based on the online optimization of the bid values. We derive the expected bidder profit of deals as a function of the bid amounts, and dynamically vary bids to maximize profits. Further, to satisfy time constraints of the online bidding, we present methods of minimizing computation timings. We evaluate the proposed bidding on a multi-million click stream of 935 ads. The method shows significant profit improvement over the existing strategies.
In this paper, we describe an innovative data-driven behavioural approach that we developed for the optimization of performance online advertising on Simply, the new international adnetwork developed ...by Dada spa.
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