Expressive Banner Ad Auctions and Model-Based Online Optimization for Clearing
Expressive Banner Ad Auctions and Model-Based Online Optimization for Clearing
复制标题
富有表现力的横幅广告拍卖和基于模型的在线清算优化
DOI：
--
复制
发表时间：
2008
期刊：
影响因子：
--
通讯作者：
W. E. Walsh
中科院分区：
文献类型：
--
作者：
Craig Boutilier;D. Parkes;T. Sandholm;W. E. Walsh
我们提出了一个横幅广告拍卖的设计，这是相当富有表现力的比目前的设计。我们描述了一个表达广告合同/投标的通用模型和一个分配模型，该模型可以通过将相关广告渠道的一小部分分配给特定的广告商合同来实时执行。通过建立一个周期性重复运行的信道分配随机组合优化问题，解决了信道供需的不确定性问题。我们用两种不同的方法来解决这个问题：关于期望的快速确定性优化；一种新的基于样本的在线随机优化方法——可以应用于连续决策空间——利用确定性优化作为一个黑盒。实验证明了表达竞价的重要性和随机优化的价值。
We present the design of a banner advertising auction which is considerably more expressive than current designs. We describe a general model of expressive ad contract/bidding and an allocation model that can be executed in real time through the assignment of fractions of relevant ad channels to specific advertiser contracts. The uncertainty in channel supply and demand is addresscd by the formulation of a stochastic combinatorial optimization problem for channel allocation that is rerun periodically. We solve this in two different ways: fast deterministic optimization with respect to expectations; and a novel online sample-based stochastic optimization method-- that can be applied to continuous decision spaces--which exploits the deterministic optimization as a black box. Experiments demonstrate the importance of expressive bidding and the value of stochastic optimization.