论文标题
实时竞标和直接活动的最佳分配
Optimal Allocation of Real-Time-Bidding and Direct Campaigns
论文作者
论文摘要
在本文中，我们考虑了通过实时投标（即，从实时拍卖中出售的广告）和直接（即通过提前商定的合同出售的广告）优化网络发布者获得的收入的问题。我们考虑出版商可以在每种印象的实时招标拍卖中竞标的设置。如果它赢得了拍卖，它将选择一个直接的广告系列来交付和显示相应的广告。 本文提出了一种算法，以制定最佳的发行商进行直接广告系列的策略，同时最大程度地提高其实时招标收入。最佳策略提供了一个公式来确定发布者出价的公式，以及如果出版商投标人赢得拍卖，则选择要发行的直接广告系列的方式，具体取决于印象特征。 可以在过去的拍卖数据上估算最佳策略。该算法缩放了广告系列的数量和数据集的大小。这是一个非常重要的功能，因为在实践中，出版商可能会同时进行数千个主动的直接活动，并希望估算数十亿拍卖的最佳策略。 该算法是正在开发的系统的关键组成部分，并将部署在全球数千个网络发布者中，帮助他们每天有效地为数十亿个广告服务，到数亿访问者。
In this paper, we consider the problem of optimizing the revenue a web publisher gets through real-time bidding (i.e. from ads sold in real-time auctions) and direct (i.e. from ads sold through contracts agreed in advance). We consider a setting where the publisher is able to bid in the real-time bidding auction for each impression. If it wins the auction, it chooses a direct campaign to deliver and displays the corresponding ad. This paper presents an algorithm to build an optimal strategy for the publisher to deliver its direct campaigns while maximizing its real-time bidding revenue. The optimal strategy gives a formula to determine the publisher bid as well as a way to choose the direct campaign being delivered if the publisher bidder wins the auction, depending on the impression characteristics. The optimal strategy can be estimated on past auctions data. The algorithm scales with the number of campaigns and the size of the dataset. This is a very important feature, as in practice a publisher may have thousands of active direct campaigns at the same time and would like to estimate an optimal strategy on billions of auctions. The algorithm is a key component of a system which is being developed, and which will be deployed on thousands of web publishers worldwide, helping them to serve efficiently billions of ads a day to hundreds of millions of visitors.
