Learning, Prediction and Optimisation in RTB Display Advertising

164 Pages·2016·9.76 MB·English

CIKM16 Tutorial
Learning, Prediction and Optimisation in RTB
Display Advertising
Weinan Zhang, Shanghai Jiao Tong University
Jian Xu, TouchPal Inc.
http://www.optimalrtb.com/cikm16/
October 24, 2016, Indianapolis, United States
Speakers
• Weinan Zhang
– Assistant Professor at Shanghai Jiao Tong University
– Ph.D. from University College London 2016
– Machine learning, data mining in computational
advertising and recommender systems
• Jian Xu
– Principal Data Scientist at TouchPal, Mountain View
– Previous Senior Data Scientist and Senior Research
Engineer at Yahoo! US
– Data mining, machine learning, and computational
advertising
Tutorial Materials
• Web site:
http://www.optimalrtb.com/cikm16
• Supporting documents:
– RTB monograph
https://arxiv.org/abs/1610.03013
– RTB paper list:
https://github.com/wnzhang/rtb-papers
Table of contents
• RTB system
• Auction mechanisms
Weinan Zhang
• User response estimation
90 min
• Learning to bid
30 min break
• Conversion attribution
• Pacing control
Jian Xu
• Targeting and audience expansion
90 min
• Reserve price optimization
Table of contents
• RTB system
• Auction mechanisms
• User response estimation
• Learning to bid
• Conversion attribution
• Pacing control
• Targeting and audience expansion
• Reserve price optimization
Advertising
• Make the best match between and
with
- John Wanamaker
(1838-1922)
Father of modern advertising
and a pioneer in marketing
Wasteful Traditional Advertising
Computational Advertising
• Design algorithms to make the best match between the
advertisers and Internet users with economic constraints
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