An expected win rate-based real-time bidding strategy for branding campaigns on display advertising

Wen Yueh Shih, Jiun Long Huang*

*Corresponding author for this work

研究成果: Article同行評審

1 引文 斯高帕斯(Scopus)

摘要

For branding campaigns, the demand-side platforms (DSPs) in real-time bidding (RTB) usually need to win as many impressions as possible to inform most audiences about the product messages under constraints on budgets, campaign lifetimes and budget spending plans. In this paper, we propose a novel bidding strategy by introducing the concept of expected win rate. With the proposed expected win rate-based bidding strategy, the DSP can dynamically adjust the expected win rate for each incoming bid request based on factors such as the predicted number of bid requests in the near future, the remaining budget and the remaining lifetime of the campaign. The experimental results show that the proposed bidding strategy has a lower cost per thousand impressions and cost per clicks than existing pacing model-based bidding strategies for branding campaigns with the same budgets and budget spending plans.

原文English
頁(從 - 到)1395-1430
頁數36
期刊Knowledge and Information Systems
61
發行號3
DOIs
出版狀態Published - 十二月 2019

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