Bid Optimizing and Inventory Scoring in Targeted Online Advertising
Selected as the 2012 winner of the best paper award in the industry and government track by ACM SIGKDD
In “Bid Optimizing and Inventory Scoring in Targeted Online Advertising,” Claudia Perlich and team developed methods for measuring the impact of publisher inventory on ad effectiveness after controlling for the specific user and the advertiser in question. These methods can be applied in general to assess inventory quality, and specifically to define bid optimization strategies that maximize ad effectiveness. After deploying these methods in actual campaigns, m6d realized a better than 20 percent increase in ad effectiveness without incurring a cost increase. Looking to the future, Perlich demonstrated the potential of this research to expand the scope of bid optimization by bringing together, in real time, additional information from the cookie, such as age and activity level, and combining the performance-centric optimization approach with other tuning parameters.