论文标题
公正的基于升降机的招标系统的现实实施
A Real-World Implementation of Unbiased Lift-based Bidding System
论文作者
论文摘要
在展示AD AD AD AUCTIONS的实时投标（RTB）（RTB）（典型的需求端平台（DSP）出价，基于AD印象后的点击和转换的预测概率。最近的研究发现，这种策略是次优的，并提出了一种名为基于升力的竞标的更好的招标策略。基于Lift的招标只是根据AD印象的提升效应竞标价格，并实现了目标指标（例如销售）的最大化。尽管有优势，但在广告行业尚未广泛接受基于升力的招标。出于一个原因，根据当前的计费规则，基于举重的竞标对于DSP提供商的盈利较低。其次，由于缺乏对其影响的全面调查，在线广告行业中，基于升力的招标的实用性并未得到广泛理解。我们在这里提出了一个可实现的基于升力的竞标系统，非常适合当前的计费规则。我们使用现实世界广告活动进行广泛的实验，并在各种设置下检查性能。我们发现，基于升力的竞标，尤其是基于公正的升降机招标对于DSP提供商和广告商来说最有利可图。我们的消融研究强调，基于升力的招标拥有目前主要的首价拍卖的良好财产。结果将激励在线
In display ad auctions of Real-Time Bid-ding (RTB), a typical Demand-Side Platform (DSP)bids based on the predicted probability of click and conversion right after an ad impression. Recent studies find such a strategy is suboptimal and propose a better bidding strategy named lift-based bidding.Lift-based bidding simply bids the price according to the lift effect of the ad impression and achieves maximization of target metrics such as sales. Despiteits superiority, lift-based bidding has not yet been widely accepted in the advertising industry. For one reason, lift-based bidding is less profitable for DSP providers under the current billing rule. Second, thepractical usefulness of lift-based bidding is not widely understood in the online advertising industry due to the lack of a comprehensive investigation of its impact.We here propose a practically-implementable lift-based bidding system that perfectly fits the current billing rules. We conduct extensive experiments usinga real-world advertising campaign and examine the performance under various settings. We find that lift-based bidding, especially unbiased lift-based bidding is most profitable for both DSP providers and advertisers. Our ablation study highlights that lift-based bidding has a good property for currently dominant first price auctions. The results will motivate the online
