{"title":"网络广告拍卖实时竞价的优化竞价算法","authors":"Zhang Chong-rui, E. Zhang","doi":"10.1109/ICMSE.2014.6930205","DOIUrl":null,"url":null,"abstract":"RTB is one of the most popular topics on online advertising in recent years; RTB-based ads auction subverts traditional advertising strategy, explicitly stating the concept that “advertisement is commodity”. Most of the current researches on online ads auction focus at the point of linear programming or assignment problem, while there's little study on the macro-level auction mechanism, especially the characteristics of the general winning bids. Based on real log data from a DSP in China, this paper conducts empirical analysis of average deal price and bidding volume at different times of impressions. Finally, we design an optimized method for delivery of RTB ads through offline experiments.","PeriodicalId":197239,"journal":{"name":"2014 International Conference on Management Science & Engineering 21th Annual Conference Proceedings","volume":"126 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2014-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"10","resultStr":"{\"title\":\"Optimized bidding algorithm of real time bidding in online ads auction\",\"authors\":\"Zhang Chong-rui, E. Zhang\",\"doi\":\"10.1109/ICMSE.2014.6930205\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"RTB is one of the most popular topics on online advertising in recent years; RTB-based ads auction subverts traditional advertising strategy, explicitly stating the concept that “advertisement is commodity”. Most of the current researches on online ads auction focus at the point of linear programming or assignment problem, while there's little study on the macro-level auction mechanism, especially the characteristics of the general winning bids. Based on real log data from a DSP in China, this paper conducts empirical analysis of average deal price and bidding volume at different times of impressions. Finally, we design an optimized method for delivery of RTB ads through offline experiments.\",\"PeriodicalId\":197239,\"journal\":{\"name\":\"2014 International Conference on Management Science & Engineering 21th Annual Conference Proceedings\",\"volume\":\"126 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2014-10-20\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"10\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"2014 International Conference on Management Science & Engineering 21th Annual Conference Proceedings\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1109/ICMSE.2014.6930205\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"2014 International Conference on Management Science & Engineering 21th Annual Conference Proceedings","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/ICMSE.2014.6930205","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Optimized bidding algorithm of real time bidding in online ads auction
RTB is one of the most popular topics on online advertising in recent years; RTB-based ads auction subverts traditional advertising strategy, explicitly stating the concept that “advertisement is commodity”. Most of the current researches on online ads auction focus at the point of linear programming or assignment problem, while there's little study on the macro-level auction mechanism, especially the characteristics of the general winning bids. Based on real log data from a DSP in China, this paper conducts empirical analysis of average deal price and bidding volume at different times of impressions. Finally, we design an optimized method for delivery of RTB ads through offline experiments.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
