In sponsored search advertising (SSA), keywords serve as the basic unit of business model,
linking three stakeholders: consumers, advertisers and search engines. This paper presents …

The most significant progress in recent years in online display advertising is what is known
as the Real-Time Bidding (RTB) mechanism to buy and sell ads. RTB essentially facilitates …

In this paper we study bid optimisation for real-time bidding (RTB) based display advertising.
RTB allows advertisers to bid on a display ad impression in real time when it is being …

Sponsored search has been proven to be a successful business model, and sponsored
search auctions have become a hot research direction. There have been many exciting …

Today, billions of display ad impressions are purchased on a daily basis through a public
auction hosted by real time bidding (RTB) exchanges. A decision has to be made for …

Budgets play a significant role in real-world sequential auction markets such as those
implemented by internet companies. To maximize the value provided to auction participants …

Real-Time Bidding (RTB) is an important paradigm in display advertising, where advertisers
utilize extended information and algorithms served by Demand Side Platforms (DSPs) to …

Being an emerging paradigm for display advertising, Real-Time Bidding (RTB) drives the
focus of the bidding strategy from context to users' interest by computing a bid for each …

In targeted online advertising, advertisers look for maximizing campaign performance under
delivery constraint within budget schedule. Most of the advertisers typically prefer to impose …

Pay-per-click advertising includes various formats (eg, search, contextual, social) with a total
investment of more than 200 billion USD per year worldwide. An advertiser is given a daily …