What is it about?

This paper discusses a method for addressing cost control in bidding strategy under privacy-friendly attribution constraints. It employs a two-stage bidding approach instead of traditional direct bid control to minimize the impact of attribution delays and aggregated reporting.

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Why is it important?

This paper introduces an innovative bidding strategy to tackle attribution delays and aggregated reporting in privacy-protected scenarios. Unlike other approaches that attempt to address these issues by using predictive methods to mimic real-time, non-aggregated attribution, this strategy, referred to as SPB, takes a different route. It employs a new technique that directly leverages delayed and aggregated attribution through a two-stage planning process, eliminating the need for fine-grained, real-time reporting.

Perspectives

The SPB method is versatile and can be applied beyond privacy-protected scenarios. Unlike the direct bid control used in many traditional methods, the two-stage planning approach of SPB offers enhanced control at both macro and micro levels. Additionally, as noted in the paper, it is effective in handling naturally delayed scenarios and multi-channel situations.

Min Xiang

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This page is a summary of: Spending Programmed Bidding: Privacy-friendly Bid Optimization with ROI Constraint in Online Advertising, August 2024, ACM (Association for Computing Machinery),
DOI: 10.1145/3637528.3671540.
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