Smart pacing for effective online ad campaign optimization

Proceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining

Volumn 2015-August, Issue , 2015, Pages 2217-2226

  Xu, Jian ^a   Lee, Kuang Chih ^a   Li, Wentong ^a   Qi, Hang ^a   Lu, Quan ^a  

^a YAHOO INC   (United States)

Author keywords

Budget pacing; Campaign optimization; Demand side platform

Indexed keywords

DATA MINING; MARKETING;

BUDGET PACING; DELIVERY CONSTRAINTS; DEMAND-SIDE; EXPERIMENTAL EVALUATION; OFF-LINE SIMULATIONS; ONLINE ADVERTISING; OPTIMAL PERFORMANCE; SUSTAINABLE IMPACTS;

BUDGET CONTROL;

EID: 84954177816     PISSN: None     EISSN: None     Source Type: Conference Proceeding    
DOI: 10.1145/2783258.2788615     Document Type: Conference Paper

References (13)

1. Z. Abrams, O. Mendelevitch, and J. Tomlin. Optimal delivery of sponsored search advertisements subject to budget constraints. In Proceedings of the 8th A CM conference on Electronic commerce, pages 272-278. ACM, 2007.
2. D. Agarwal, R. Agrawal, and R. Khanna. Estimating rates of rare events with multiple hierarchies through scalable log-linear models. A CM SIGKDD Conf. on Knowledge Discovery and Data Mining, 2010.
3. D. Agarwal, S. Ghosh, K. Wei, and S. You. Budget pacing for targeted online advertisements at linkedin. In Proceedings of the 20th ACM SIGKDD international conference on Knowledge discovery and data mining, pages 1613-1619. ACM, 2014.
4. A. Bhalgat, J. Feldman, and V. Mirrokni. Online allocation of display ads with smooth delivery. A CM SIGKDD Conf. on Knowledge Discovery and Data Mining, 2012.
5. A. Bhalgat, N. Korula, H. Leontyev, M. Lin, and V. Mirrokni. Partner tiering in display advertising. The Eighth A CM International Conference on Web Search and Data Mining, 2014.
6. C. Borgs, J. Chayes, N. Immorlica, K. Jain, O. Etesami, and M. Mahdian. Dynamics of bid optimization in online advertisement auctions. In Proceedings of the 16th international conference on World Wide Web, pages 531-540. ACM, 2007.
7. O. Chapelle, E. Manavoglu, and R. Rosales. Simple and scalable response prediction for display advertising. A CM Transactions on Intelligent Systems and Technology, 2014.
8. Y. Chen, P. Berkhin, B. Anderson, and N. R. Devanur. Real-time bidding algorithms for performance-based display ad allocation. A CM SIGKDD Conf. on Knowledge Discovery and Data Mining, 2011.
9. I. Landau, R. Lozano, M. M'Saad, and A. Karimi. Adaptive Control: Algorithms, Analysis and Applications. Communications and Control Engineering. Springer, 2011.
10. K.-C. Lee, A. Jalali, and A. Dasdan. Real time bid optimization with smooth budget delivery in online advertising. The Seventh International Workshop on Data Mining for Online Advertising, 2013.
11. K.-C. Lee, B. Orten, A. Dasdan, and W. Li. Estimating conversion rate in display advertising from past performance data. A CM SIGKDD Conf. on Knowledge Discovery and Data Mining, 2012.
12. A. Mehta, A. Saberi, U. Vazirani, and V. Vazirani. Adwords and generalized online matching. Journal of the ACM (JACM), 54(5):22, 2007.
13. W. Zhang, Y. Zhang, B. Gao, Y. Yu, X. Yuan, and T.-Y. Liu. Joint optimization of bid and budget allocation in sponsored search. A CM SIGKDD Conf. on Knowledge Discovery and Data Mining, 2012.