Real Time Bidding in Online Digital Advertisement

Adikari, Shalinda; Dutta, Kaushik

doi:10.1007/978-3-319-18714-3_2

Cited by 14 publications

(15 citation statements)

References 10 publications

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“…The colour-coding indicates the status of each segment at the end of each week 1 . According to this colour code, there are three possibilities:…”

Section: Testing the Platform: Main Results Of The Pilotmentioning

confidence: 99%

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Operating an Advertising Programmatic Buying Platform: A Case Study

Gonzalvez-Cabañas¹,

Mochón²

2016

IJIMAI

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-This paper analyses how new technological developments and the possibilities generated by the internet are shaping the online advertising market. More specifically it focuses on a programmatic advertising case study. The origin of the problem is how publishers resort to automated buying and selling when trying to shift unsold inventory. To carry out our case study, we will use a programmatic online advertising sales platform, which identifies the optimal way of promoting a given product. The platform executes, evaluates, manages and optimizes display advertising campaigns, all in real-time. The empirical analysis carried out in the case study reveals that the platform and its exclusion algorithms are suitable mechanisms for analysing the performance and efficiency of the various segments that might be used to promote products. Thanks to Big Data tools and artificial intelligence the platform performs automatically, providing information in a user-friendly and simple manner.

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“…The colour-coding indicates the status of each segment at the end of each week 1 . According to this colour code, there are three possibilities:…”

Section: Testing the Platform: Main Results Of The Pilotmentioning

confidence: 99%

“…This boost has given rise to entirely new forms of interaction, engendering a new purchasing and selling paradigm in the realm of online media [1].…”

Section: The Evolution Of the Online Advertising Marketmentioning

confidence: 99%

Operating an Advertising Programmatic Buying Platform: A Case Study

Gonzalvez-Cabañas¹,

Mochón²

2016

IJIMAI

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“…The RTB exchange will decide the bid price based on an ad agency request and sends this information to the particular RTB exchange. The RTB exchange decides the winning bid after some specified time and notifies the winning DSP, which then requests the ad from ad agency and sends to RTB exchanges to be sent to the publisher for final display to the user (Adikari and Dutta, 2015). In short, RTB allows an advertiser to buy an impression as it is created.…”

Section: Realtime Bidding: Future Of Display Adsmentioning

confidence: 99%

Digital advertising around paid spaces, E-advertising industry’s revenue engine: A review and research agenda

Aslam

Karjaluoto

2017

Telematics and Informatics

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We develop and describe a framework for research in a particular segment of digital advertising. Internet Advertising Paid Slots and Spaces (IAPS) is a neologism and work almost like a stock exchange for buying and selling advertising in various formats on designated spaces around web and make a significant contribution to Internet advertising revenues. These paid spaces were found to encompass diverse areas of Internet advertising that include search engine marketing, social media advertising and display advertising. Given the complexity of the modern digital advertising eco system, this literature review seeks to provide clarity, up-to-date knowledge and ongoing insights into Internet advertising channels, for managers making investment decisions in this context.

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“…The algorithm has currently earned $500, $100, and $400 on dimensions 1, 3, and 4, respectively (and $0 on dimensions 2); therefore, we have used $1025 out of the overall budget's capacity of $2500. If an impression v is newly assigned to this bidder u such that r (1) uv = $10 and r (k) uv = 0 for k = 2, 3, 4, then we will have then earned $510 on dimension 1 and $1035 overall. under-delivery penalties and pay-per-click advertisements.…”

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confidence: 99%

“…(The reader is referred to Chatwin [11] for an overview on uncertainty in determining online user attributes. Adhikari and Dutta discuss how attribute uncertainty is weighted in real-time bidding strategies [1], while Ghosh et al [15] highlights the different levels of information about the users available to different entities in Internet advertising. Techniques for determining user attributes based on historical and prior behavior have also been extensively studied in the marketing research community (see Barajas Jamora [6] and references contained therein), where the mapping of user behavior to attributes is inherently probabilistic.…”

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confidence: 99%

Online Budgeted Allocation with General Budgets

Kell

Panigrahi

2016

Proceedings of the 2016 ACM Conference on Economics and Computation

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We study the online budgeted allocation (also called ADWORDS) problem, where a set of impressions arriving online are allocated to a set of budget-constrained advertisers to maximize revenue. Motivated by connections to Internet advertising, several variants of this problem have been studied since the seminal work of Mehta, Saberi, Vazirani, and Vazirani (FOCS 2005). However, this entire body of work focuses on a single budget for every advertising campaign, whereas in order to fully represent the actual agenda of an advertiser, an advertising budget should be expressible over multiple tiers of user-attribute granularity. A simple example is an advertising campaign that is constrained by an overall budget but is also accompanied by a set of sub-budgets for each target demographic. In such a contract scheme, an advertiser can specify their true user-targeting goals, allowing the publisher to fulfill them through relevant allocations.In this paper, we give a complete characterization of the ADWORDS problem for general advertising budgets. In the most general setting, we show that, unlike in the single-budget ADWORDS problem, obtaining a constant competitive ratio is impossible and give asymptotically tight upper and lower bounds. However for our main result, we observe that in many real-world scenarios (as in the above example), multi-tier budgets have a laminar structure, since most relevant consumer or product classifications are hierarchical. For laminar budgets, we obtain a competitive ratio of e/(e − 1) in the small bids case, which matches the best known ADWORDS result for single budgets. Our algorithm has a primal-dual structure and generalizes the primaldual analysis for single-budget ADWORDS first given by Buchbinder, Jain, and Naor (ESA 2007). However many new ideas are required to overcome the barriers introduced by laminar budgets-our algorithm uses a novel formulation that overcomes non-monotonicity in the syntactically defined dual variables, as well as a dynamically maintained labeling scheme that tracks the "most-limiting" budgets in the hierarchy.

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Real Time Bidding in Online Digital Advertisement

Cited by 14 publications

References 10 publications

Operating an Advertising Programmatic Buying Platform: A Case Study

Operating an Advertising Programmatic Buying Platform: A Case Study

Digital advertising around paid spaces, E-advertising industry’s revenue engine: A review and research agenda

Online Budgeted Allocation with General Budgets

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