Bidding Machine: Learning to Bid for Directly Optimizing Profits in Display Advertising.
IEEE Transactions on Knowledge and Data Engineering(2018)
摘要
Real-time bidding (RTB) based display advertising has become one of the key technological advances in computational advertising. RTB enables advertisers to buy individual ad impressions via an auction in real-time and facilitates the evaluation and the bidding of individual impressions across multiple advertisers. In RTB, the advertisers face three main challenges when optimizing their bidding str...
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关键词
Estimation,Optimization,Forecasting,Advertising,Predictive models,Real-time systems,Regression tree analysis
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