A Revenue-Maximizing Bidding Strategy for Demand-Side Platforms

A Revenue-Maximizing Bidding Strategy for Demand-Side Platforms

In real-time bidding (RTB) systems for display advertising, a demand-side platform (DSP) serves as an agent for advertisers and plays an important role in competing for online advertising spaces by placing proper bidding prices. A critical function of the DSP is formulating proper bidding strategies...

Full description

Bibliographic Details
Main Authors: Tengyun Wang, Haizhi Yang, Han Yu, Wenjun Zhou, Yang Liu, Hengjie Song
Format: Article
Language:English
Published: IEEE 2019-01-01
Series:IEEE Access
Subjects:
Bid landscape forecasting
bidding strategy optimization
demand-side platform
real-time bidding
Online Access:https://ieeexplore.ieee.org/document/8725546/

Internet

https://ieeexplore.ieee.org/document/8725546/

Similar Items