In this paper we study bid optimisation for real-time bidding (RTB) based display advertising. RTB allows advertisers to bid on a display ad impression in real time when it is being generated. It goes beyond contextual advertising by motivating the ...
Display advertising is a major source of revenue for many online publishers and content providers. Historically, display advertising impressions have been sold through prenegotiated contracts, known as reservation contracts, between publishers and ...
With the rapid development of big data analytics in online marketing, real-time bidding (RTB) has emerged as a promising business model in recent years and now becomes one of the major online advertising channels. Based on analysis of Web Cookies, RTB ...
IEEE Press
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