Impression Allocation and Policy Search in Display Advertising

Di Wu,Cheng Chen,Xiujun Chen,Junwei Pan,Xun Yang,Qing Tan,Jian Xu,Kuang-Chih Lee

2021 IEEE International Conference on Data Mining (ICDM)（2021）

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摘要

In online display advertising, guaranteed contracts and real-time bidding (RTB) are two major ways to sell impressions for a publisher. For large publishers, simultaneously selling impressions through both guaranteed contracts and in-house RTB has become a popular choice. Generally speaking, a publisher needs to derive an impression allocation strategy between guaranteed contracts and RTB to maxim...

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关键词

Conferences,Reinforcement learning,Traffic control,Real-time systems,Resource management,Data mining,Advertising

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