WWW2009 EPrints

Adaptive Bidding for Display Advertising

This item is a Paper in the Internet Monetization track.

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Abstract

Motivated by the emergence of auction-based marketplaces for display ads such as the Right Media Exchange, we study the design of a bidding agent that implements a display advertising campaign by bidding in such a marketplace. The bidding agent must acquire a given number of impressions with a given target spend, when the highest external bid in the marketplace is drawn from an unknown distribution P . The quantity and spend constraints arise from the fact that display ads are usually sold on a CPM basis. We consider both the full information setting, where the winning price in each auction is announced publicly, and the partially observable setting where only the winner obtains information about the distribution; these differ in the penalty incurred by the agent while attempting to learn the distribution. We provide algorithms for both settings, and prove performance guarantees using bounds on uniform closeness from statistics, and techniques from online learning. We experimentally evaluate these algorithms: both algorithms perform very well with respect to both target quantity and spend; further, our algorithm for the partially observable case performs nearly as well as that for the fully observable setting despite the higher penalty incurred during learning.

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About this site

This website has been set up for WWW2009 by Christopher Gutteridge of the University of Southampton, using our EPrints software.

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We (Southampton EPrints Project) intend to preserve the files and HTML pages of this site for many years, however we will turn it into flat files for long term preservation. This means that at some point in the months after the conference the search, metadata-export, JSON interface, OAI etc. will be disabled as we "fossilize" the site. Please plan accordingly. Feel free to ask nicely for us to keep the dynamic site online longer if there's a rally good (or cool) use for it...

Fun Stuff

OAI:
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JSON
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Handy Tools

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Social tool links
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SplashURL.net
When demoing live websites, use this tool to shorten the current URL and make it appaer real big, your audience can then easily type in the short URL and get to the same page as you. Available as a javascript bookmark