A gamma-based regression for winning price estimation in real-time bidding advertising

Wen Yuan Zhu*, Wen-Yueh Shih, Ying Hsuan Lee, Wen-Chih Peng, Jiun-Long Huang

*此作品的通信作者

研究成果: Conference contribution同行評審

26 引文 斯高帕斯(Scopus)

摘要

In Real-Time Bidding (RTB) advertising, estimating the winning price is an important task in evaluating the bid cost of bid requests in Demand-Side Platforms (DSPs). The prior works utilize censored linear regression for winning price estimation by considering both winning and losing bid records. In the traditional regression models, the winning price of each bid request is based on Gaussian distribution. However, the property of Gaussian distribution is not suitable for the winning price of each bid request, and it is hard to link the physical meaning of Gaussian distribution and the winning price. Therefore, in this paper, based on our observation and analysis, the winning price of each bid request is modeled by a unique gamma distribution with respect to its features. Then we propose a gamma-based censored linear regression with regularization for winning price estimation. To derive the parameters of our proposed complicated model based on bid records, our approach is to divide this hard problem into two sub-problems, which are easier to solve. In practice, we also provide four heuristic initial parameter settings that are able to greatly reduce the computation cost when deriving the parameters. The experimental results demonstrate that our approach is highly effective for estimating the winning price compared with the state-of-the-art approaches in three real datasets.

原文English
主出版物標題Proceedings - 2017 IEEE International Conference on Big Data, Big Data 2017
編輯Jian-Yun Nie, Zoran Obradovic, Toyotaro Suzumura, Rumi Ghosh, Raghunath Nambiar, Chonggang Wang, Hui Zang, Ricardo Baeza-Yates, Ricardo Baeza-Yates, Xiaohua Hu, Jeremy Kepner, Alfredo Cuzzocrea, Jian Tang, Masashi Toyoda
發行者Institute of Electrical and Electronics Engineers Inc.
頁面1610-1619
頁數10
ISBN(電子)9781538627143
DOIs
出版狀態Published - 12月 2017
事件5th IEEE International Conference on Big Data, Big Data 2017 - Boston, United States
持續時間: 11 12月 201714 12月 2017

出版系列

名字Proceedings - 2017 IEEE International Conference on Big Data, Big Data 2017
2018-January

Conference

Conference5th IEEE International Conference on Big Data, Big Data 2017
國家/地區United States
城市Boston
期間11/12/1714/12/17

指紋

深入研究「A gamma-based regression for winning price estimation in real-time bidding advertising」主題。共同形成了獨特的指紋。

引用此