| Optimized Bidding Algorithm of Real Time Bidding in Online Ads Auction | |
| Zhang Chong-rui; Zhang, E. | |
| 2014 | |
| 关键词 | auction mechanism empirical research online advertising real-time bidding |
| 页码 | 33-42 |
| 英文摘要 | 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. |
| 会议录出版者 | IEEE |
| 会议录出版地 | 345 E 47TH ST, NEW YORK, NY 10017 USA |
| 语种 | 英语 |
| WOS研究方向 | Operations Research & Management Science |
| WOS记录号 | WOS:000365283500006 |
| 内容类型 | 会议论文 |
| 源URL | [http://10.2.47.112/handle/2XS4QKH4/3062]  |
| 专题 | 上海财经大学 |
| 作者单位 | Shanghai Univ Finance & Econ, Sch Informat Management & Engn, Shanghai 200433, Peoples R China |
| 推荐引用方式 GB/T 7714 | Zhang Chong-rui,Zhang, E.. Optimized Bidding Algorithm of Real Time Bidding in Online Ads Auction[C]. 见:. |
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