Firms implementing digital advertising campaigns face a complex problem in determining the right match between their advertising creatives and target audiences. Typical solutions to the problem have leveraged non-experimental methods, or used "split-testing" strategies that have not explicitly addressed the complexities induced by targeted audiences that can potentially overlap with one another. This paper presents an adaptive algorithm that addresses the problem via online experimentation. The algorithm is set up as a contextual bandit and addresses the overlap issue by partitioning the target audiences into disjoint, non-overlapping sub-populations. It learns an optimal creative display policy in the disjoint space, while assessing in parallel which creative has the best match in the space of possibly overlapping target audiences. Experiments show that the proposed method is more efficient compared to naive "split-testing" or non-adaptive "A B n" testing based methods. We also describe a testing product we built that uses the algorithm. The product is currently deployed on the advertising platform of this http URL, an eCommerce company and a publisher of digital ads in China.
There is a mature literature on successful applications of bandits in web content optimization (e.g., @cite_5 , @cite_0 , @cite_1 , @cite_3 , @cite_9 ). This paper belongs to a sub-stream of this work that has focused on using bandits for controlled experiments on the web. The closest papers to our work are the complementary papers by @cite_4 , @cite_8 and @cite_6 who propose using bandit experiments to evaluate creatives for targeted advertising, without focusing explicitly on the problem addressed here of comparing target audiences.
@cite_4 @cite_8 @cite_9 @cite_1 @cite_3 @cite_6 @cite_0 @cite_5
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We propose novel multi-armed bandit (explore exploit) schemes to maximize total clicks on a content module published regularly on Yahoo! Intuitively, one can explore'' each candidate item by displaying it to a small fraction of user visits to estimate the item's click-through rate (CTR), and then exploit'' high CTR items in order to maximize clicks. While bandit methods that seek to find the optimal trade-off between explore and exploit have been studied for decades, existing solutions are not satisfactory for web content publishing applications where dynamic set of items with short lifetimes, delayed feedback and non-stationary reward (CTR) distributions are typical. In this paper, we develop a Bayesian solution and extend several existing schemes to our setting. Through extensive evaluation with nine bandit schemes, we show that our Bayesian solution is uniformly better in several scenarios. We also study the empirical characteristics of our schemes and provide useful insights on the strengths and weaknesses of each. Finally, we validate our results with a side-by-side'' comparison of schemes through live experiments conducted on a random sample of real user visits to Yahoo! We introduce a novel algorithmic approach to content recommendation based on adaptive clustering of exploration-exploitation "bandit") strategies. We provide a sharp regret analysis of this algorithm in a standard stochastic noise setting, demonstrate its scalability properties, and prove its effectiveness on a number of artificial and real-world datasets. Our experiments show a significant increase in prediction performance over state-of-the-art methods for bandit problems. In a multi-armed bandit (MAB) problem, an online algorithm makes a sequence of choices. In each round it chooses from a time-invariant set of alternatives and receives the payoff associated with this alternative. While the case of small strategy sets is by now well-understood, a lot of recent work has focused on MAB problems with exponentially or infinitely large strategy sets, where one needs to assume extra structure in order to make the problem tractable. In particular, recent literature considered information on similarity between arms. We consider similarity information in the setting of contextual bandits, a natural extension of the basic MAB problem where before each round an algorithm is given the context--a hint about the payoffs in this round. Contextual bandits are directly motivated by placing advertisements on web pages, one of the crucial problems in sponsored search. A particularly simple way to represent similarity information in the contextual bandit setting is via a similarity distance between the context-arm pairs which bounds from above the difference between the respective expected payoffs. Prior work on contextual bandits with similarity uses "uniform" partitions of the similarity space, so that each context-arm pair is approximated by the closest pair in the partition. Algorithms based on "uniform" partitions disregard the structure of the payoffs and the context arrivals, which is potentially wasteful. We present algorithms that are based on adaptive partitions, and take advantage of "benign" payoffs and context arrivals without sacrificing the worst-case performance. The central idea is to maintain a finer partition in high-payoff regions of the similarity space and in popular regions of the context space. Our results apply to several other settings, e.g., MAB with constrained temporal change (Slivkins and Upfal, 2008) and sleeping bandits (, 2008a). Multi-armed bandit problems are receiving a great deal of attention because they adequately formalize the exploration-exploitation trade-offs arising in several industrially relevant applications, such as online advertisement and, more generally, recommendation systems. In many cases, however, these applications have a strong social component, whose integration in the bandit algorithm could lead to a dramatic performance increase. For instance, we may want to serve content to a group of users by taking advantage of an underlying network of social relationships among them. In this paper, we introduce novel algorithmic approaches to the solution of such networked bandit problems. More specifically, we design and analyze a global strategy which allocates a bandit algorithm to each network node (user) and allows it to "share" signals (contexts and payoffs) with the neghboring nodes. We then derive two more scalable variants of this strategy based on different ways of clustering the graph nodes. We experimentally compare the algorithm and its variants to state-of-the-art methods for contextual bandits that do not use the relational information. Our experiments, carried out on synthetic and real-world datasets, show a marked increase in prediction performance obtained by exploiting the network structure. Multi-armed bandit problems are the predominant theoretical model of exploration-exploitation tradeoffs in learning, and they have countless applications ranging from medical trials, to communication networks, to Web search and advertising. In many of these application domains the learner may be constrained by one or more supply (or budget) limits, in addition to the customary limitation on the time horizon. The literature lacks a general model encompassing these sorts of problems. We introduce such a model, called "bandits with knapsacks", that combines aspects of stochastic integer programming with online learning. A distinctive feature of our problem, in comparison to the existing regret-minimization literature, is that the optimal policy for a given latent distribution may significantly outperform the policy that plays the optimal fixed arm. Consequently, achieving sub linear regret in the bandits-with-knapsacks problem is significantly more challenging than in conventional bandit problems. We present two algorithms whose reward is close to the information-theoretic optimum: one is based on a novel "balanced exploration" paradigm, while the other is a primal-dual algorithm that uses multiplicative updates. Further, we prove that the regret achieved by both algorithms is optimal up to polylogarithmic factors. We illustrate the generality of the problem by presenting applications in a number of different domains including electronic commerce, routing, and scheduling. As one example of a concrete application, we consider the problem of dynamic posted pricing with limited supply and obtain the first algorithm whose regret, with respect to the optimal dynamic policy, is sub linear in the supply. The restless bandit problem is one of the most well-studied generalizations of the celebrated stochastic multi-armed bandit (MAB) problem in decision theory. In its ultimate generality, the restless bandit problem is known to be PSPACE-Hard to approximate to any nontrivial factor, and little progress has been made on this problem despite its significance in modeling activity allocation under uncertainty. In this article, we consider the Feedback MAB problem, where the reward obtained by playing each of n independent arms varies according to an underlying on off Markov process whose exact state is only revealed when the arm is played. The goal is to design a policy for playing the arms in order to maximize the infinite horizon time average expected reward. This problem is also an instance of a Partially Observable Markov Decision Process (POMDP), and is widely studied in wireless scheduling and unmanned aerial vehicle (UAV) routing. Unlike the stochastic MAB problem, the Feedback MAB problem does not admit to greedy index-based optimal policies. We develop a novel duality-based algorithmic technique that yields a surprisingly simple and intuitive (2+e)-approximate greedy policy to this problem. We show that both in terms of approximation factor and computational efficiency, our policy is closely related to the Whittle index, which is widely used for its simplicity and efficiency of computation. Subsequently we define a multi-state generalization, that we term Monotone bandits, which remains subclass of the restless bandit problem. We show that our policy remains a 2-approximation in this setting, and further, our technique is robust enough to incorporate various side-constraints such as blocking plays, switching costs, and even models where determining the state of an arm is a separate operation from playing it. Our technique is also of independent interest for other restless bandit problems, and we provide an example in nonpreemptive machine replenishment. Interestingly, in this case, our policy provides a constant factor guarantee, whereas the Whittle index is provably polynomially worse. By presenting the first O(1) approximations for nontrivial instances of restless bandits as well as of POMDPs, our work initiates the study of approximation algorithms in both these contexts. Contextual bandits are widely used in Internet services from news recommendation to advertising, and to Web search. Generalized linear models (logistical regression in particular) have demonstrated stronger performance than linear models in many applications where rewards are binary. However, most theoretical analyses on contextual bandits so far are on linear bandits. In this work, we propose an upper confidence bound based algorithm for generalized linear contextual bandits, which achieves an @math regret over @math rounds with @math dimensional feature vectors. This regret matches the minimax lower bound, up to logarithmic terms, and improves on the best previous result by a @math factor, assuming the number of arms is fixed. A key component in our analysis is to establish a new, sharp finite-sample confidence bound for maximum-likelihood estimates in generalized linear models, which may be of independent interest. We also analyze a simpler upper confidence bound algorithm, which is useful in practice, and prove it to have optimal regret for certain cases. In sequential decision problems in an unknown environment, the decision maker often faces a dilemma over whether to explore to discover more about the environment, or to exploit current knowledge. We address the exploration-exploitation dilemma in a general setting encompassing both standard and contextualised bandit problems. The contextual bandit problem has recently resurfaced in attempts to maximise click-through rates in web based applications, a task with significant commercial interest. In this article we consider an approach of Thompson (1933) which makes use of samples from the posterior distributions for the instantaneous value of each action. We extend the approach by introducing a new algorithm, Optimistic Bayesian Sampling (OBS), in which the probability of playing an action increases with the uncertainty in the estimate of the action value. This results in better directed exploratory behaviour. We prove that, under unrestrictive assumptions, both approaches result in optimal behaviour with respect to the average reward criterion of Yang and Zhu (2002). We implement OBS and measure its performance in simulated Bernoulli bandit and linear regression domains, and also when tested with the task of personalised news article recommendation on a Yahoo! Front Page Today Module data set. We find that OBS performs competitively when compared to recently proposed benchmark algorithms and outperforms Thompson's method throughout.