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MM2RTB：将多媒体指标引入实时竞价MM2RTB: Bring Multimedia Metrics to Real-Time Bidding |
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| 课程网址: | https://videolectures.net/videos/kdd2017_chen_multimedia_metrics |
| 主讲教师: | Xiang Chen |
| 开课单位: | KDD 2017研讨会 |
| 开课时间: | 2017-12-01 |
| 课程语种: | 英语 |
| 中文简介: |  |
| 课程简介: | In display advertising, users’ online ad experiences are important for the advertising effectiveness. However, users have not been well accommodated in real-time bidding (RTB). is further influences their site visits and perception of the displayed banner ads. In this paper, we propose a novel computational framework which brings multimedia metrics, like the contextual relevance, the visual saliency and the ad memorability into RTB to improve the users’ ad experiences as well as maintain the benefits of the publisher and the advertiser. We aim at developing a vigorous ecosystem by optimizing the trade-offs among all stakeholders. e framework considers the scenario of a webpage with multiple ad slots. Our experimental results show that the benefits of the advertiser and the user can be significantly improved if the publisher would slightly sacrifice his short-term revenue. e improved benefits will increase the advertising requests (demand) and the site visits (supply), which can further boost the publisher’s revenue in the long run. |
| 关 键 词: | MM2RTB; 多媒体指标; 实时竞价 |
| 课程来源: | 视频讲座网 |
| 数据采集: | 2024-11-27：liyq |
| 最后编审: | 2024-11-27：liyq |
| 阅读次数: | 19 |