ROI constrained optimal online allocation in sponsored search.
Advertising systems
Auction mechanism
Online allocation
Sponsored Search
Journal
Scientific reports
ISSN: 2045-2322
Titre abrégé: Sci Rep
Pays: England
ID NLM: 101563288
Informations de publication
Date de publication:
29 Oct 2024
29 Oct 2024
Historique:
received:
22
02
2024
accepted:
23
10
2024
medline:
30
10
2024
pubmed:
30
10
2024
entrez:
30
10
2024
Statut:
epublish
Résumé
Sponsored search plays a major role in the revenue contribution of e-commerce platforms. Advertising systems are designed to maximize platform revenue, but other goals also need to be considered, such as user experience, advertiser utility, and how to achieve the long-term revenue goal. A key component of a sponsored search system is online allocation, which makes real-time decisions to match users' search requests with relevant ad campaigns to maximize platform revenue within constraints such as campaign budgets. Although much progress has been made, most of the research work on allocation problem has focused on satisfying guaranteed deals for display ads, and those challenges for allocation problems in sponsored search are not properly addressed. In this paper, we develop a framework to solve the large-scale sponsored search ad allocation problem, consisting of two main parts. One is an optimization problem solved offline by a parameter-server based architecture, and the other is an online strategy to alleviate the conflict with the auction mechanism during online service. Comprehensive offline evaluation on real production data and online A/B testing on real production system have been made. The experimental results demonstrate that through better allocating user queries to appropriate ads, the proposed model can significantly increase the platform's revenue without sacrificing advertisers' ROI.
Identifiants
pubmed: 39472709
doi: 10.1038/s41598-024-77506-3
pii: 10.1038/s41598-024-77506-3
doi:
Types de publication
Journal Article
Langues
eng
Sous-ensembles de citation
IM
Pagination
25950Subventions
Organisme : Zhejiang Provincial Natural Science Foundation of China under
ID : LQ24F020040
Organisme : the Zhejiang Provincial Key Research and Development Program Project
ID : 2021C01031
Informations de copyright
© 2024. The Author(s).
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