Title :
Optimal budget allocation strategies for real time bidding in display advertising
Author :
Pavankumar Murali; Ying Li;Pietro Mazzoleni;Roman Vaculin
Author_Institution :
IBM T. J. Watson Research Center, 1101 Kitchawan Road, Yorktown Heights, NY 10598, USA
Abstract :
We present a simulation model to determine optimal budget allocation strategies for real-time bidding (RTB) based display advertising. A common challenge across RTB exchanges is to optimize both budget spend and performance attainment. Our simulation model uses a stochastic dynamic programming approach based budget allocation to determine budget for each time instant. We report on results from a real-world pilot in which our approach delivered an average 18% performance gain.
Conference_Titel :
Winter Simulation Conference (WSC), 2015
Electronic_ISBN :
1558-4305
DOI :
10.1109/WSC.2015.7408442