论文标题
在线联合出价/互联网广告活动的每日预算优化
Online Joint Bid/Daily Budget Optimization of Internet Advertising Campaigns
论文作者
论文摘要
按点击广告包括各种格式(\ emph {e.g。},搜索,上下文,社交),全球总投资超过2000亿美元。一个广告客户的日常预算,以分配几个甚至数千个广告系列,主要是为广告,目标或渠道区分。此外,出版商选择要显示的广告以及如何使用拍卖机制分配它们,在该机制中,广告商每天为每个广告系列设定的每天出价,与他们愿意支付的最高金额以及每日预算的投资分数相对应。在本文中,我们研究了自动化在线联合出价/每日预算在多个渠道上的广告活动的优化的问题。我们将问题提出为组合半伴侣问题,该问题需要每天解决多项选择背包问题的特殊情况。此外,对于每个活动,我们都通过高斯流程捕获了对竞标和每日预算的点击次数的依赖,因此需要对这些功能的规律性进行温和的假设。我们设计了四种算法,并表明它们遭受了遗憾,而遗憾的是o(sqrt {t}),其中t是学习过程的时间范围。我们通过从Yahoo!的真实数据产生的合成环境来实验评估我们的算法,并在现实世界中介绍了采用算法的结果,每天的平均平均值为1,000欧元超过一年。
Pay-per-click advertising includes various formats (\emph{e.g.}, search, contextual, social) with a total investment of more than 200 billion USD per year worldwide. An advertiser is given a daily budget to allocate over several, even thousands, campaigns, mainly distinguishing for the ad, target, or channel. Furthermore, publishers choose the ads to display and how to allocate them employing auctioning mechanisms, in which every day the advertisers set for each campaign a bid corresponding to the maximum amount of money per click they are willing to pay and the fraction of the daily budget to invest. In this paper, we study the problem of automating the online joint bid/daily budget optimization of pay-per-click advertising campaigns over multiple channels. We formulate our problem as a combinatorial semi-bandit problem, which requires solving a special case of the Multiple-Choice Knapsack problem every day. Furthermore, for every campaign, we capture the dependency of the number of clicks on the bid and daily budget by Gaussian Processes, thus requiring mild assumptions on the regularity of these functions. We design four algorithms and show that they suffer from a regret that is upper bounded with high probability as O(sqrt{T}), where T is the time horizon of the learning process. We experimentally evaluate our algorithms with synthetic settings generated from real data from Yahoo!, and we present the results of the adoption of our algorithms in a real-world application with a daily average spent of 1,000 Euros for more than one year.