Abstract
Real time bidding (RTB) is becoming the key to target marketing where it could optimize advertiser expectations drastically. Not like the conventional digital advertising, in the process of RTB, the impressions of a mobile application or a website are mapped to a particular advertiser through a bidding process which triggers and held for a few milliseconds after an application is launched. To carry out the bidding process a special platform called demand side platform (DSP) provides support to advertisers to bid for available impressions on their behalf. This process has turned into a complex mission as there are many applications/websites that have come into the market. Mapping them to advertisers’ target audience, and bidding appropriately for them is not a simple human mediated process. The complexity and the dynamic nature in the RTB process make it difficult to apply forecasting strategies effectively and efficiently. In this paper we propose an autonomous and a dynamic strategy for bidding decisions such as bidding price. We applied our proposed approach on a real RTB bidding data and demonstrated that our approach can achieve higher conversion rate with the target spend for a DSP.
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Adikari, S., Dutta, K. (2015). Real Time Bidding in Online Digital Advertisement. In: Donnellan, B., Helfert, M., Kenneally, J., VanderMeer, D., Rothenberger, M., Winter, R. (eds) New Horizons in Design Science: Broadening the Research Agenda. DESRIST 2015. Lecture Notes in Computer Science(), vol 9073. Springer, Cham. https://doi.org/10.1007/978-3-319-18714-3_2
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DOI: https://doi.org/10.1007/978-3-319-18714-3_2
Publisher Name: Springer, Cham
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