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Being an emerging paradigm for display advertising, Real-Time Bidding (RTB) drives the focus of the bidding strategy from context to users' interest by computing a bid for each impression in real time.
Stochastic gradient boosting
J. H. Friedman · 2002
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Predicting clicks: estimating the click-through rate for new ads
M. Richardson, E. Dominowska, and R. Ragno · 2007
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An experimental comparison of click position-bias models
N. Craswell, O. Zoeter, M. Taylor, and B. Ramsey · 2008
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Ad exchanges: Research issues
S. Muthukrishnan · 2009
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From ranknet to lambdarank to lambdamart: An overview
C. J. Burges · 2010
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Selective call out and real time bidding
T. Chakraborty, E. Even-Dar, S. Guha, Y. Mansour, and S. Muthukrishnan · 2010
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Web-scale bayesian click-through rate prediction for sponsored search advertising in microsoft’s bing search engine
T. Graepel, J. Q. Candela, T. Borchert, and R. Herbrich · 2010
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Bid landscape forecasting in online ad exchange marketplace
Y. Cui, R. Zhang, W. Li, and J. Mao · 2011
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The arrival of real-time bidding
Google · 2011
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Budget optimization for sponsored search: Censored learning in mdps
K. Amin, M. Kearns, P. Key, and A. Schwaighofer · 2012
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Estimating conversion rate in display advertising from past performance data
K.-c. Lee, B. Orten, A. Dasdan, and W. Li · 2012
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Bid optimizing and inventory scoring in targeted online advertising
C. Perlich, B. Dalessandro, R. Hook, O. Stitelman, T. Raeder, and F. Provost · 2012
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Joint optimization of bid and budget allocation in sponsored search
W. Zhang, Y. Zhang, B. Gao, Y. Yu, X. Yuan, and T.-Y. Liu · 2012
Real-time bidding: A new frontier of computational advertising research
J. Wang, S. Yuan, X. Shen, and S. Seljan · 2013
Later among the works it cites.
Real-time bidding for online advertising: measurement and analysis
S. Yuan, J. Wang, and X. Zhao · 2013
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Optimizing top-n collaborative filtering via dynamic negative item sampling
W. Zhang, T. Chen, J. Wang, and Y. Yu · 2013
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Scalable hierarchical multitask learning algorithms for conversion optimization in display advertising
A. Ahmed, A. Das, and A. J. Smola · 2014
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Rtb ad spend continues robust growth
eMarketer · 2014
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Predicting response in mobile advertising with hierarchical importance-aware factorization machine
R. J. Oentaryo, E. P. Lim, D. J. W. Low, D. Lo, and M. Finegold · 2014
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Cited alongside, same era.
Real time bid optimization with smooth budget delivery in online advertising
K.-C. Lee, A. Jalali, and A. Dasdan · 2013
Cited alongside, same era.
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