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Real-Time Bidding Campaigns Optimization Using User Profile Settings, Luis Miralles-Pechuán, Muhammad Atif Qureshi, Brian Mac Namee
Real-Time Bidding Campaigns Optimization Using User Profile Settings, Luis Miralles-Pechuán, Muhammad Atif Qureshi, Brian Mac Namee
Articles
Real-time bidding is nowadays one of the most promising systems in the online advertising ecosystem. In this study, the performance of RTB campaigns is improved by optimising the parameters of the users' profiles and the publishers' websites. Most studies concerning optimising RTB campaigns are focused on the bidding strategy, i.e., estimating the best value for each bid. However, this research focuses on optimising RTB campaigns by finding out configurations that maximise both the number of impressions and the average profitability of the visits. An online campaign configuration generally consists of a set of parameters along with their values such as …