2014 BudgetPacingforTargetedOnlineAd

• (Agarwal et al., 2014) ⇒ Deepak Agarwal, Souvik Ghosh, Kai Wei, and Siyu You. (2014). “Budget Pacing for Targeted Online Advertisements at LinkedIn.” In: Proceedings of the 20th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD-2014) Journal. ISBN:978-1-4503-2956-9 doi:10.1145/2623330.2623366

Subject Headings:

Cited By

• http://scholar.google.com/scholar?q=%222014%22+Budget+Pacing+for+Targeted+Online+Advertisements+at+LinkedIn
• http://dl.acm.org/citation.cfm?id=2623330.2623366&preflayout=flat#citedby

Quotes

Author Keywords

• Budget pacing; general; generalized second price auction; targeted online advertising

Abstract

Targeted online advertising is a prime source of revenue for many Internet companies. It is a common industry practice to use a generalized second price auction mechanism to rank advertisements at every opportunity of an impression. This greedy algorithm is suboptimal for both advertisers and publishers when advertisers have a finite budget. In a greedy mechanism high performing advertisers tend to drop out of the auction marketplace fast and that adversely affects both the advertiser experience and the publisher revenue. We describe a method for improving such ad serving systems by including a budget pacing component that serves ads by being aware of global supply patterns. Such a system is beneficial for both advertisers and publishers. We demonstrate the benefits of this component using experiments we conducted on advertising at LinkedIn.

References

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	Author	volume	Date Value	title	type	journal	titleUrl	doi	note	year
2014 BudgetPacingforTargetedOnlineAd	Deepak Agarwal Souvik Ghosh Kai Wei Siyu You			Budget Pacing for Targeted Online Advertisements at LinkedIn				10.1145/2623330.2623366		2014