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Real-Time Bid Optimization for Group-Buying Ads

机译：团购广告的实时出价优化

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摘要

Group-buying ads seeking a minimum number of customers before the deal expiry are increasingly used by daily-deal providers. Unlike traditional web ads, the advertiser's profits for group-buying ads depend on the time to expiry and additional customers needed to satisfy the minimum group size. Since both these quantities are time-dependent, optimal bid amounts to maximize profits change with every impression. Consequently, traditional static bidding strategies are far from optimal. Instead, bid values need to be optimized in real-time to maximize expected bidder profits. This online optimization of deal profits is made possible by the advent of ad exchanges offering real-time (spot) bidding. To this end, we propose a real-time bidding strategy for group-buying deals based on the online optimization of bid values. We derive the expected bidder profit of deals as a function of the bid amounts and dynamically vary the bids to maximize profits. Furthermore, to satisfy time constraints of the online bidding, we present methods of minimizing computation timings. Subsequently, we derive the real-time ad selection, admissibility, and realtime bidding of the traditional ads as the special cases of the proposed method. We evaluate the proposed bidding, selection, and admission strategies on a multimillion click stream of 935 ads. The proposed real-time bidding, selection, and admissibility show significant profit increases over the existing strategies. Further experiments illustrate the robustness of the bidding and acceptable computation timings.
机译：每日交易提供商越来越多地使用在交易到期前寻求最少客户数量的团购广告。与传统的网络广告不同，广告商购买团购广告的利润取决于到期时间以及满足最小组团规模所需的其他客户。由于这两个数量都是与时间相关的，因此，使每次获利最大化的最佳出价将使利润最大化。因此，传统的静态出价策略远非最佳。取而代之的是，投标价值需要实时优化，以使投标人的预期利润最大化。通过提供实时（现场）出价的广告交易平台的出现，可以使交易利润在线优化。为此，我们提出了一种基于在线出价价值优化的实时团购交易出价策略。我们推导出交易的预期投标人利润与投标金额的函数关系，并动态更改投标以最大化利润。此外，为了满足在线竞标的时间限制，我们提出了最小化计算时间的方法。随后，我们推导了传统广告的实时广告选择，可接纳性和实时出价，作为该方法的特例。我们对935个广告的数百万点击流评估了提议的出价，选择和接纳策略。与现有策略相比，建议的实时出价，选择和可接纳性显示出可观的利润增长。进一步的实验说明了出价的健壮性和可接受的计算时间。

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