Learning, Prediction and Optimisation in RTB Display Advertising PDF
Preview Learning, Prediction and Optimisation in RTB Display Advertising
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 Sponsored Search Search: iphone 6s case
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