Learning Theory and Algorithms for Revenue Management in Sponsored Search

Online advertisement is the main source of revenue for Internet business. Advertisers are typically ranked according to a score that takes into account their bids and potential click-through rates(eCTR). Generally, the likelihood that a user clicks on an ad is often modeled by optimizing for the click through rates rather than the performance of the auction in which the click through rates will be used. This paper attempts to eliminate this dis-connection by proposing loss functions for click modeling that are based on final auction performance.In this paper, we address two feasible metrics (AUC^R and SAUC) to evaluate the on-line RPM (revenue per mille) directly rather than the CTR. And then, we design an explicit ranking function by incorporating the calibration fac-tor and price-squashed factor to maximize the revenue. Given the power of deep networks, we also explore an implicit optimal ranking function with deep model. Lastly, various experiments with two real world datasets are presented. In particular, our proposed methods perform better than the state-of-the-art methods with regard to the revenue of the platform.

Dual Based DSP Bidding Strategy and its Application

In recent years, RTB(Real Time Bidding) becomes a popular online advertisement trading method. During the auction, each DSP(Demand Side Platform) is supposed to evaluate current opportunity and respond with an ad and corresponding bid price. It's essential for DSP to find an optimal ad selection and bid price determination strategy which maximizes revenue or performance under budget and ROI(Return On Investment) constraints in P4P(Pay For Performance) or P4U(Pay For Usage) mode. We solve this problem by 1) formalizing the DSP problem as a constrained optimization problem, 2) proposing the augmented MMKP(Multi-choice Multi-dimensional Knapsack Problem) with general solution, 3) and demonstrating the DSP problem is a special case of the augmented MMKP and deriving specialized strategy. Our strategy is verified through simulation and outperforms state-of-the-art strategies in real application. To the best of our knowledge, our solution is the first dual based DSP bidding framework that is derived from strict second price auction assumption and generally applicable to the multiple ads scenario with various objectives and constraints.