Searcharxiv⌕ Search
Home/Archive/arXiv

arXiv · 1703.02091

Optimized Cost per Click in Taobao Display Advertising

Han Zhu·Junqi Jin·Chang Tan·Fei Pan·Yifan Zeng·Han Li·Kun Gai
View original source ↗Read source document ↗Export metadata ↓

Abstract

Taobao, as the largest online retail platform in the world, provides billions of online display advertising impressions for millions of advertisers every day. For commercial purposes, the advertisers bid for specific spots and target crowds to compete for business traffic. The platform chooses the most suitable ads to display in tens of milliseconds. Common pricing methods include cost per mille (CPM) and cost per click (CPC). Traditional advertising systems target certain traits of users and ad placements with fixed bids, essentially regarded as coarse-grained matching of bid and traffic quality. However, the fixed bids set by the advertisers competing for different quality requests cannot fully optimize the advertisers' key requirements. Moreover, the platform has to be responsible for the business revenue and user experience. Thus, we proposed a bid optimizing strategy called optimized cost per click (OCPC) which automatically adjusts the bid to achieve finer matching of bid and traffic quality of page view (PV) request granularity. Our approach optimizes advertisers' demands, platform business revenue and user experience and as a whole improves traffic allocation efficiency. We have validated our approach in Taobao display advertising system in production. The online A/B test shows our algorithm yields substantially better results than previous fixed bid manner.

Explore related subjects

cs.GTstat.ML

Keep this discovery

BibTeXRIS

Han Zhu, Junqi Jin, Chang Tan, Fei Pan, Yifan Zeng, Han Li, Kun Gai. 2017-02-27. Optimized Cost per Click in Taobao Display Advertising. https://doi.org/10.1145/3097983.3098134

Cite the original work for its findings. Save a collection to share your selection of sources.

KEEP EXPLORING

Related papers

arXiv2026

MMS Allocation for Chores with Online Agent Arrivals

We study the fair allocation of $m$ indivisible chores to $n$ agents with subadditive cost functions arriving online in an arbitrary order. Upon an agent's arrival, we are informed of her cost function and must irrevocably assign her a set of chores. We focus on the Maximin Share (MMS) fairness notion and aim to compute an allocation in which all items are assigned, and no agent incurs a cost more than $\alpha$ times her MMS. Without any prior information about the instance (other than $n$ and $m$), we design an algorithm with a competitive ratio of $O(\min\{n, k\log^{1+\epsilon}k, \log m\})$ for any constant $\epsilon > 0$, where $k$ denotes the number of cost function types. Our bound matches the best known offline approximation guarantees for MMS under subadditive costs and is nearly optimal with respect to all three parameters: we show that even for binary additive cost functions, no online algorithm can achieve a competitive ratio of $o(\min\{n, k\log k, \log m\})$. We then consider the setting in which the $k$ cost function types are known in advance (though the realized types of arriving agents are not). For additive cost functions, we provide an algorithm with a competitive ratio of $O(\min\{\log k, \log(kn)/\log\log(kn)\})$, and show that constant-competitive algorithms do not exist for general $k$, even for the binary additive setting. For binary additive functions when $k \le n$, we propose a $3$-competitive algorithm and establish a lower bound of $2$.

cs.GT↗
arXiv2026

Truncated Noisy Best-Response Algorithms: Toward Game Theoretic Learning with Safety Guarantees

We consider a game theoretic approach to solve multi-agent coordination problems with submodular maximization objectives. It is known for such problems that the Nash equilibria for the corresponding game are always within 50% of the optimal, but that the equilibria which achieve this worst-case bound are not stable. To exploit this instability, we propose a family of algorithms which we call Truncated Noisy Best-Response (TNBR) Algorithms. These algorithms are flexibly characterized by agents asynchronously and stochastically selecting actions from a neighbourhood of their best response payoffs. We compute bounds on the recurrent classes of TNBR algorithms' associated Markov chains. Our bounds fall into two categories: first, "Performance" bounds ensure that TNBR algorithms always have a high-value recurrent state; second, "Safety" bounds ensure that TNBR algorithms never have arbitrarily-bad recurrent states. Furthermore, these two types of bounds are linked by a waterbed-like effect: every game with a poor Safety guarantee necessarily has a favorable Performance guarantee.

cs.GT↗
arXiv2026

Existence of the Core in Approval-Based Committee Elections

We settle the main open question in the theory of approval-based multi-winner elections: we show that there always exists a committee in the core. The core is a stability and group fairness concept. The proof introduces a new voting rule that optimizes an entropy-like objective function over committees and payment systems. All local optima of this objective function lie in the core, which implies that a core committee can be found in polynomial time.

cs.GT↗