Optimized bidding algorithm of real time bidding in online ads auction

Author

Zhang Chong-rui ; Zhang, Enxia

Author_Institution

Sch. of Inf. Manage. & Eng., Shanghai Univ. of Finance & Econ., Shanghai, China

fYear

2014

fDate

17-19 Aug. 2014

Firstpage

33

Lastpage

42

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.

Keywords

advertising data processing; China; DSP; RTB; advertisement-is-commodity concept; assignment problem; bidding volume; deal price; empirical analysis; linear programming; macro-level auction mechanism; online ads auction; online advertising; optimized bidding algorithm; real time bidding; Advertising; Algorithm design and analysis; Analysis of variance; Curve fitting; Digital signal processing; Fitting; Real-time systems; auction mechanism; empirical research; online advertising; real-time bidding;

fLanguage

English

Publisher

ieee

Conference_Titel

Management Science & Engineering (ICMSE), 2014 International Conference on

Conference_Location

Helsinki

Print_ISBN

978-1-4799-5375-2

Type

conf

DOI

10.1109/ICMSE.2014.6930205

Filename

6930205