creators_name: Ghosh, Arpita
creators_name: Rubinstein, Benjamin I. P.
creators_name: Vassilvitskii, Sergei
creators_name: Zinkevich, Martin
type: conference_item
datestamp: 2009-04-06 19:09:01
lastmod: 2009-04-14 04:37:06
metadata_visibility: show
title: Adaptive Bidding for Display Advertising
ispublished: pub
full_text_status: public
pres_type: paper
abstract: Motivated by the emergence of auction-based marketplaces for display ads such as the Right Media Exchange, we study the design of a bidding agent that implements a display advertising campaign by bidding in such a marketplace. The bidding agent must acquire a given number of impressions with a given target spend, when the highest external bid in the marketplace is drawn from an unknown distribution P . The quantity and spend constraints arise from the fact that display ads are usually sold on a CPM basis. We consider both the full information setting, where the winning price in each auction is announced publicly, and the partially observable setting where only the winner obtains information about the distribution; these differ in the penalty incurred by the agent while attempting to learn the distribution. We provide algorithms for both settings, and prove performance guarantees using bounds on uniform closeness from statistics, and techniques from online learning. We experimentally evaluate these algorithms: both algorithms perform very well with respect to both target quantity and spend; further, our algorithm for the partially observable case performs nearly as well as that for the fully observable setting despite the higher penalty incurred during learning.
date: 2009-04
pagerange: 251-251
event_title: 18th International World Wide Web Conference
event_location: Madrid, Spain
event_dates: April 20th-24th, 2009
event_type: conference
refereed: TRUE
citation: Ghosh, Arpita <http://www2009.eprints.org/view/author/Ghosh=3AArpita=3A=3A.html> and Rubinstein, Benjamin I. P. <http://www2009.eprints.org/view/author/Rubinstein=3ABenjamin_I=2E_P=2E=3A=3A.html> and Vassilvitskii, Sergei <http://www2009.eprints.org/view/author/Vassilvitskii=3ASergei=3A=3A.html> and Zinkevich, Martin <http://www2009.eprints.org/view/author/Zinkevich=3AMartin=3A=3A.html> (2009) Adaptive Bidding for Display Advertising. In: 18th International World Wide Web Conference, April 20th-24th, 2009, Madrid, Spain.
document_url: http://www2009.eprints.org/26/1/p251.pdf