Automated Targeted Bidding for Sponsored Ads on E-Commerce Platforms

Ehsan Saremi
Corresponding Author
Ehsan Saremi
[email protected]
https://orcid.org/0009-0005-6353-7133
DePauw University, Greencastle, Indiana 46135
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,
Upender Subramanian
Upender Subramanian
[email protected]
https://orcid.org/0000-0002-5686-2895
Naveen Jindal School of Management, The University of Texas at Dallas, Richardson, Texas 75080
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Corresponding Author

Ehsan Saremi

[email protected]

https://orcid.org/0009-0005-6353-7133

DePauw University, Greencastle, Indiana 46135

Search for more papers by this author

,

Upender Subramanian

Upender Subramanian

[email protected]

https://orcid.org/0000-0002-5686-2895

Naveen Jindal School of Management, The University of Texas at Dallas, Richardson, Texas 75080

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Published Online:16 Dec 2025https://doi.org/10.1287/mksc.2024.0813

Supplemental Material

mksc.2024.0813.sm1.pdf

cover image Marketing Science

Volume 45, Issue 3

May-June 2026

Pages 493-698, ii

Article Information

Supplemental Material

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Received:April 03, 2024
Accepted:October 03, 2025
Published Online:December 16, 2025

Copyright © 2025, INFORMS

Cite as

Ehsan Saremi, Upender Subramanian (2025) Automated Targeted Bidding for Sponsored Ads on E-Commerce Platforms. Marketing Science 45(3):576-595.

https://doi.org/10.1287/mksc.2024.0813

Keywords

Acknowledgments

The authors thank Dmitri Kuksov, Nanda Kumar, Sanjay Jain, Ram Rao, and participants in the marketing area department seminar at the University of Texas at Dallas and the 2023 Zeroth Decade Theory Symposium at the University of Washington at Seattle for their valuable comments.