A revenue-maximizing bidding strategy for demand-side platforms

• Main Authors: Wang, Tengyun, Yang, Haizhi, Yu, Han, Zhou, Wenjun, Liu, Yang, Song, Hengjie
• Other Authors: School of Computer Science and Engineering
• Format: Article
• Language: English
• Published: 2019
• Subjects: Bid Landscape Forecasting; Bidding Strategy Optimization; Engineering::Computer science and engineering
• Online Access: https://hdl.handle.net/10356/89879; http://hdl.handle.net/10220/49343
• Institution: Nanyang Technological University

In real-time bidding (RTB) systems for display advertising, a demand-side platform (DSP) serves as an agent for advertisers and plays an important role in competing for online advertising spaces by placing proper bidding prices. A critical function of the DSP is formulating proper bidding strategies...