A New Approach to Real-Time Bidding in Online Advertisements: Auto Pricing Strategy

References

• Adikari P, Dutta K (2015a) Auto pricing strategy for real time bidding in advertising: A dynamic programming approach. Internat. Conf. Inform. Systems (ICIS), Dallas.Google Scholar
• Adikari S, Dutta K (2015b) Real time bidding in online digital advertisement. Internat. Conf. Design Sci. Res. Inform. Systems (Springer International Publishing), 19–38.Google Scholar
• AdWords G (2015) Google ads. Accessed March 5, 2015, https://www.google.com.sg/adwords/.Google Scholar
• Bertsekas DP (1995) Dynamic Programming and Optimal Control, vol. 1 ({Athena Scientific, Belmont, MA}).Google Scholar
• Chaitanya N, Narahari Y (2012) Optimal equilibrium bidding strategies for budget constrained bidders in sponsored search auctions. Oper. Res. 12(3):317–343.Google Scholar
• Chakraborty T, Even-Dar E, Guha S, Mansour Y, Muthukrishnan S (2010) Selective call out and real time bidding. Internat. Workshop Internet Network Econom. (Springer, Berlin), 145–157.Google Scholar
• Chen B, Yuan S, Wang J (2014) A dynamic pricing model for unifying programmatic guarantee and real-time bidding in display advertising. Proc. Eighth Internat. Workshop Data Mining Online Advertising (ACM, New York), 1–9.Google Scholar
• Econsultancy (2013) Online advertising survey 2013. Accessed July 5, 2015, https://econsultancy.com/reports/online-advertising-survey.Google Scholar
• Emarketer.com (2014) Driven by Facebook and Google, Mobile Ad Market Soars 105% in 2013. Accessed July 5, 2015, http://www.emarketer.com/Article/Driven-by-Facebook-Google-Mobile-Ad-Market-Soars-10537-2013/1010690#sthash.WWVavkBo.dpuf.Google Scholar
• Friedman M (1937) The use of ranks to avoid the assumption of normality implicit in the analysis of variance. J. Amer. Statist. Assoc. 32(200):675–701.Crossref, Google Scholar
• Ghosh A, McAfee P, Papineni K, Vassilvitskii S (2009) Bidding for representative allocations for display advertising. Internat. Workshop Internet Network Econom. (Springer, Berlin), 208–219.Google Scholar
• Hegeman J, Yan R, Badros GJ (2013) U.S. Patent Application No. 13/294,094.Google Scholar
• IAB (2014) Openrtb api specification version 2.2. Accessed August 5, 2015, http://www.iab.net/media/file/OpenRTBAPISpecificationVersion2_2.pdf.Google Scholar
• Inmobi (2016) Inmobi. Accessed August 5, 2015, http://www.inmobi.com/.Google Scholar
• Karande C, Mehta A, Srikant R (2013) Optimizing budget constrained spend in search advertising. Proc. Sixth ACM Internat. Conf. Web Search Data Mining (ACM, New York), 697–706.Google Scholar
• King M, Mercer A (1985) Problems in determining bidding strategies. J. Oper. Res. Soc. 36(10):915–923.Crossref, Google Scholar
• Kohno T, Broido A, Claffy KC (2005) Remote physical device fingerprinting. Dependable Secure Comput., IEEE Trans. 2(2):93–108.Crossref, Google Scholar
• Lee KC, Jalali A, Dasdan A (2013) Real time bid optimization with smooth budget delivery in online advertising. Proc. Seventh Internat. Workshop Data Mining Online Advertising (ACM, New York), Article 1.Google Scholar
• Lee KC, Orten B, Dasdan A, Li W (2012) Estimating conversion rate in display advertising from past performance data. Proc. 18th ACM SIGKDD Internat. Conf. Knowledge Discovery Data Mining (ACM, New York), 768–776.Google Scholar
• Lew A, Mauch H (2006) Dynamic Programming: A Computational Tool, vol. 38 (Springer, Berlin).Google Scholar
• Li X, Guan D (2014) Programmatic buying bidding strategies with win rate and winning price estimation in real time mobile advertising. Pacific-Asia Conf. Knowledge Discovery Data Mining (Springer International Publishing, Cham, Switzerland),447–460.Google Scholar
• Mack GA, Skillings JH (1980) A Friedman-type rank test for main effects in a two-factor ANOVA. J. Amer. Statist. Assoc. 75(372):947–951.Crossref, Google Scholar
• Mobilewalla.com (2016) Mobilewalla. Accessed May 3, 2016, https://www.mobilewalla.com/.Google Scholar
• Mopub (2016) MoPub—Powerful app monetization. Accessed May 3, 2016, http://www.mopub.com/.Google Scholar
• OpenX (2016) OpenX: Programmatic advertising. Accessed May 3, 2016, http://openx.com/.Google Scholar
• Perlich C, Dalessandro B, Hook R, Stitelman O, Raeder T, Provost F (2012) Bid optimizing and inventory scoring in targeted online advertising. Proc. 18th ACM SIGKDD Internat. Conf. Knowledge Discovery Data Mining (ACM, New York), 804–812.Google Scholar
• Powell WB (2014) Clearing the jungle of stochastic optimization. INFORMS TutORials in Operations Research (INFORMS, Catonsville, MD), 109–137.Link, Google Scholar
• Rogers A, David E, Payne TR, Jennings NR (2007) An advanced bidding agent for advertisement selection on public displays. Proc. 6th Internat. Joint Conf. Autonomous Agents Multiagent Systems (ACM, New York), 51.Google Scholar
• Smaato (2016) Smaato. Accessed May 3, 2016, https://www.smaato.com/.Google Scholar
• Sun Z, Dawande M, Janakiraman G, Mookerjee VS (2016) The making of a good impression: Information hiding in ad exchanges. MIS Quart. 40(3):717–739.Crossref, Google Scholar
• Yahalom S, Stopel D (2013) U.S. Patent Application No. 13/282,489.Google Scholar
• Yuan S, Wang J, Zhao X (2013) Real-time bidding for online advertising: Measurement and analysis. Proc. Seventh Internat. Workshop Data Mining Online Advertising (ACM New York), Article 3.Google Scholar
• Zhang W, Yuan S, Wang J (2014) Optimal real-time bidding for display advertising. Proc. 20th ACM SIGKDD Internat. Conf. Knowledge Discovery Data Mining (ACM, New York), 1077–1086.Google Scholar