Group-buying ads seeking a minimum number of customers before the deal expiry are increasingly used by the daily-deal providers. Unlike the traditional web ads, the advertiser's profits for group-buying ads depends on the time to expiry and additional customers needed to satisfy the minimum group size. Since both these quantities are time-dependent, optimal bid amounts to maximize profits change with every impression. Consequently, traditional static bidding strategies are far from optimal. Instead, bid values need to be optimized in real-time to maximize expected bidder profits. This online optimization of deal profits is made possible by the advent of ad exchanges offering real-time (spot) bidding. To this end, we propose a real-time bidding strategy for group-buying deals based on the online optimization of bid values. We derive the expected bidder profit of deals as a function of the bid amounts, and dynamically vary bids to maximize profits. Further, to satisfy time constraints of the online bidding, we present methods of minimizing computation timings. Subsequently, we derive the real time ad selection, admissibility, and real time bidding of the traditional ads as the special cases of the proposed method. We evaluate the proposed bidding, selection and admission strategies on a multi-million click stream of 935 ads. The proposed real-time bidding, selection and admissibility show significant profit increases over the existing strategies. Further the experiments illustrate the robustness of the bidding and acceptable computation timings.
Grabchak @cite_4 addressed the problem of optimal selection of guaranteed (group buying) ads . Our work is different, since we deal with optimal bidding, whereas Grabchak does not consider the bidding and consider offline selection of deals. Further, even the non-bidding selection sub-problem discussed in this paper is different since we consider a minimum number of conversions like deals, whereas Grabchak consider an exact number of required conversions.
@cite_4
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Stochastic knapsack problems deal with selecting items with potentially random sizes and rewards so as to maximize the total reward while satisfying certain capacity constraints. A novel variant of this problem, where items are worthless unless collected in bundles, is introduced here. This setup is similar to the Groupon model, where a deal is off unless a minimum number of users sign up for it. Since the optimal algorithm to solve this problem is not practical, several adaptive greedy approaches with reasonable time and memory requirements are studied in detail - theoretically, as well as, experimentally. Worst case performance guarantees are provided for some of these greedy algorithms, while results of experimental evaluation demonstrate that they are much closer to optimal than what the theoretical bounds suggest. Applications include optimizing for online advertising pricing models where advertisers pay only when certain goals, in terms of clicks or conversions, are met. We perform extensive experiments for the situation where there are between two and five ads. For typical ad conversion rates, the greedy policy of selecting items having the highest individual expected reward obtains a value within 5 of optimal over 95 of the time for a wide selection of parameters. In this article, we study the problem of online market clearing where there is one commodity in the market being bought and sold by multiple buyers and sellers whose bids arrive and expire at different times. The auctioneer is faced with an online clearing problem of deciding which buy and sell bids to match without knowing what bids will arrive in the future. For maximizing profit, we present a (randomized) online algorithm with a competitive ratio of ln(pmax − pmin) p 1, when bids are in a range [pmin, pmax], which we show is the best possible. A simpler algorithm has a ratio twice this, and can be used even if expiration times are not known. For maximizing the number of trades, we present a simple greedy algorithm that achieves a factor of 2 competitive ratio if no money-losing trades are allowed. We also show that if the online algorithm is allowed to subsidize matches---match money-losing pairs if it has already collected enough money from previous pairs to pay for them---then it can actually be 1-competitive with respect to the optimal offline algorithm that is not allowed subsidy. That is, for maximizing the number of trades, the ability to subsidize is at least as valuable as knowing the future. We also consider objectives of maximizing buy or sell volume and social welfare. We present all of these results as corollaries of theorems on online matching in an incomplete interval graph.We also consider the issue of incentive compatibility, and develop a nearly optimal incentive-compatible algorithm for maximizing social welfare. For maximizing profit, we show that no incentive-compatible algorithm can achieve a sublinear competitive ratio, even if only one buy bid and one sell bid are alive at a time. However, we provide an algorithm that, under certain mild assumptions on the bids, performs nearly as well as the best fixed pair of buy and sell prices, a weaker but still natural performance measure. This latter result uses online learning methods, and we also show how such methods can be used to improve our “optimal” algorithms to a broader notion of optimality. Finally, we show how some of our results can be generalized to settings in which the buyers and sellers themselves have online bidding strategies, rather than just each having individual bids. We describe a real-time bidding algorithm for performance-based display ad allocation. A central issue in performance display advertising is matching campaigns to ad impressions, which can be formulated as a constrained optimization problem that maximizes revenue subject to constraints such as budget limits and inventory availability. The current practice is to solve the optimization problem offline at a tractable level of impression granularity (e.g., the page level), and to serve ads online based on the precomputed static delivery scheme. Although this offline approach takes a global view to achieve optimality, it fails to scale to ad allocation at the individual impression level. Therefore, we propose a real-time bidding algorithm that enables fine-grained impression valuation (e.g., targeting users with real-time conversion data), and adjusts value-based bids according to real-time constraint snapshots (e.g., budget consumption levels). Theoretically, we show that under a linear programming (LP) primal-dual formulation, the simple real-time bidding algorithm is indeed an online solver to the original primal problem by taking the optimal solution to the dual problem as input. In other words, the online algorithm guarantees the offline optimality given the same level of knowledge an offline optimization would have. Empirically, we develop and experiment with two real-time bid adjustment approaches to adapting to the non-stationary nature of the marketplace: one adjusts bids against real-time constraint satisfaction levels using control-theoretic methods, and the other adjusts bids also based on the statistically modeled historical bidding landscape. Finally, we show experimental results with real-world ad delivery data that support our theoretical conclusions. We consider the problem of a single seller repeatedly selling a single item to a single buyer (specifically, the buyer has a value drawn fresh from known distribution D in every round). Prior work assumes that the buyer is fully rational and will perfectly reason about how their bids today affect the seller's decisions tomorrow. In this work we initiate a different direction: the buyer simply runs a no-regret learning algorithm over possible bids. We provide a fairly complete characterization of optimal auctions for the seller in this domain. Specifically: - If the buyer bids according to EXP3 (or any "mean-based" learning algorithm), then the seller can extract expected revenue arbitrarily close to the expected welfare. This auction is independent of the buyer's valuation D , but somewhat unnatural as it is sometimes in the buyer's interest to overbid. - There exists a learning algorithm A such that if the buyer bids according to A then the optimal strategy for the seller is simply to post the Myerson reserve for D every round. - If the buyer bids according to EXP3 (or any "mean-based" learning algorithm), but the seller is restricted to "natural" auction formats where overbidding is dominated (e.g. Generalized First-Price or Generalized Second-Price), then the optimal strategy for the seller is a pay-your-bid format with decreasing reserves over time. Moreover, the seller's optimal achievable revenue is characterized by a linear program, and can be unboundedly better than the best truthful auction yet simultaneously unboundedly worse than the expected welfare.