Fixed Point Label Attribution for Real-Time Bidding

Published Online:https://doi.org/10.1287/msom.2021.0611

References

  • Anderl E, Becker I, Von Wangenheim F, Schumann JH (2016) Mapping the customer journey: Lessons learned from graph-based online attribution modeling. Internat. J. Res. Marketing 33(3):457–474.CrossrefGoogle Scholar
  • Archak N, Mirrokni VS, Muthukrishnan S (2010) Mining advertiser-specific user behavior using adfactors. Proc. 19th Internat. Conf. World Wide Web (ACM, New York), 31–40.Google Scholar
  • Arjovsky M, Bottou L, Gulrajani I, Lopez-Paz D (2019) Invariant risk minimization. Preprint, submitted July 5, https://doi.org/10.48550/arXiv.1907.02893.Google Scholar
  • Balseiro SR, Candogan O (2017) Optimal contracts for intermediaries in online advertising. Oper. Res. 65(4):878–896.LinkGoogle Scholar
  • Balseiro SR, Gur Y (2019) Learning in repeated auctions with budgets: Regret minimization and equilibrium. Management Sci. 65(9):3952–3968.LinkGoogle Scholar
  • Balseiro S, Kim A, Mahdian M, Mirrokni V (2021) Budget-management strategies in repeated auctions. Oper. Res. 69(3):859–876.LinkGoogle Scholar
  • Berman R (2018) Beyond the last touch: Attribution in online advertising. Marketing Sci. 37(5):771–792.LinkGoogle Scholar
  • Blake T, Nosko C, Tadelis S (2015) Consumer heterogeneity and paid search effectiveness: A large-scale field experiment. Econometrica 83(1):155–174.CrossrefGoogle Scholar
  • Bompaire M, Gilotte A, Heymann B (2021) Causal models for real time bidding with repeated user interactions. Proc. 27th ACM SIGKDD Conf. Knowledge Discovery Data Mining (ACM, New York), 75–85.Google Scholar
  • Chapelle O (2014) Modeling delayed feedback in display advertising. Proc. ACM SIGKDD Internat. Conf. Knowledge Discovery Data Mining (ACM, New York), 1097–1105.Google Scholar
  • Chapelle O, Manavoglu E, Rosales R (2014) Simple and scalable response prediction for display advertising. ACM Trans. Intelligent Systems Tech. 5(4):61.Google Scholar
  • Choi H, Mela CF, Balseiro SR, Leary A (2020) Online display advertising markets: A literature review and future directions. Inform. Systems Res. 31(2):556–575.LinkGoogle Scholar
  • Dalessandro B, Stitelman O, Perlich C, Provost F (2012) Causally motivated attribution for online advertising. Proc. ACM SIGKDD Internat. Conf. Knowledge Discovery Data Mining (ACM, New York), 1–9.Google Scholar
  • Danaher PJ (2018) Delusion in attribution: Caveats in using attribution for multimedia budget allocation. J. Marketing Res. 55(April):667–685.CrossrefGoogle Scholar
  • Dhamdhere K, Sundararajan M, Yan Q (2018) How important is a neuron? Preprint, submitted May 30, https://doi.org/10.48550/arXiv.1805.1223.Google Scholar
  • Diemert E, Galland P, Meynet J, Lefortier D (2017) Attribution modeling increases efficiency of bidding in display advertising. 2017 AdKDD TargetAd 23rd ACM SIGKDD Conf. Knowledge Discovery Data Mining KDD (ACM, New York), 1–6.Google Scholar
  • Enberg J (2019) Global digital ad spending 2019. Accessed March 1, 2024, https://www.emarketer.com/content/global-digital-ad-spending-2019.Google Scholar
  • Flores-Szwagrzak K, Treibich R (2020) Teamwork and individual productivity. Management Sci. 66(6):2523–2544.LinkGoogle Scholar
  • Hojjat A, Turner J, Cetintas S, Yang J (2017) A unified framework for the scheduling of guaranteed targeted display advertising under reach and frequency requirements. Oper. Res. 65(2):289–313.LinkGoogle Scholar
  • Hunter DR, Lange K (2004) A tutorial on MM algorithms. Amer. Statist. 58(1):30–37.CrossrefGoogle Scholar
  • Ji W, Wang X (2017) Additional multi-touch attribution for online advertising. 31st AAAI Conf. Artificial Intelligence AAAI 2017 (AAAI, Menlo Park, CA), 1360–1366.Google Scholar
  • Ji W, Wang X, Zhang D (2016) A probabilistic multi-touch attribution model for online advertising. Proc. Internat. Conf. Inform. Knowledge Management (ACM, New York), 1373–1382.Google Scholar
  • Johnson GA, Lewis RA, Nubbemeyer EI (2017) Ghost ads: Improving the economics of measuring online ad effectiveness. J. Marketing Res. 54(6):867–884.CrossrefGoogle Scholar
  • Laub PJ, Taimre T, Pollett PK (2015) Hawkes processes. Preprint, submitted July 10, https://doi.org/10.48550/arXiv.1507.0282.Google Scholar
  • Lewis RA, Rao JM (2015) The unfavorable economics of measuring the returns to advertising. Quart. J. Econom. 130(4):1941–1973.CrossrefGoogle Scholar
  • Lewis RA, Rao JM, Reiley DH (2011) Here, there, and everywhere: Correlated online behaviors can lead to overestimates of the effects of advertising. Proc. 20th Internat. Conf. World Wide Web WWW 2011 (ACM, New York), 157–166.Google Scholar
  • Li N, Arava SK, Dong C, Yan Z, Pani A (2018) Deep neural net with attention for multi-channel multi-touch attribution. Preprint, submitted September 6, https://doi.org/10.48550/arXiv.1809.0223.Google Scholar
  • MSI (2024) Research priorities 2020–2022. Accessed March 1, 2024, https://www.msi.org/wp-content/uploads/2021/07/MSI-2020-22-Research-Priorities-final.pdf-WORD.pdf.Google Scholar
  • Pedregosa F, Varoquaux G, Gramfort A, Michel V, Thirion B, Grisel O, Blondel M, et al. (2011) Scikit-learn: Machine learning in Python. J. Machine Learn. Res. 12:2825–2830.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. ACM SIGKDD Internat. Conf. Knowledge Discovery Data Mining (ACM, New York), 804–812.Google Scholar
  • Peters J, Bühlmann P, Meinshausen N (2016) Causal inference by using invariant prediction: Identification and confidence intervals. J. Roy. Statist. Soc. Ser. B Statist. Methodology 78(5):947–1012.CrossrefGoogle Scholar
  • Shao X, Li L (2011) Data-driven multi-touch attribution models. Proc. ACM SIGKDD Internat. Conf. Knowledge Discovery Data Mining (ACM, New York), 258–264.Google Scholar
  • Singal R, Besbes O, Desir A, Goyal V, Iyengar G (2022) Shapley meets uniform: An axiomatic framework for attribution in online advertising. Management Sci. 68(10):7457–7479.LinkGoogle Scholar
  • Wang J, Zhang W, Yuan S (2017) Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting (Now Publishers Inc., Hanover, MA).CrossrefGoogle Scholar
  • Xu L, Duan JA, Whinston A (2014) Path to purchase: A mutually exciting point process model for online advertising and conversion. Management Sci. 60(6):1392–1412.LinkGoogle Scholar
  • Xu J, Shao X, Ma J, Lee KC, Qi H, Lu Q (2016) Lift-based bidding in ad selection. Proc. AAAI Conf. Artificial Intelligence, vol. 30 (AAAI, Menlo Park, CA), 651–657.Google Scholar
  • Zhang Y, Wei Y, Ren J (2014) Multi-touch attribution in online advertising with survival theory. Proc. IEEE Internat. Conf. Data Mining ICDM 2015 (IEEE, Piscataway, NJ), 687–696.Google Scholar
INFORMS site uses cookies to store information on your computer. Some are essential to make our site work; Others help us improve the user experience. By using this site, you consent to the placement of these cookies. Please read our Privacy Statement to learn more.