Research Paper read - Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting

Research Paper read - Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting

Key Notes

• RTB - Real-time bids. The mechanism to buy and sell ads
• Key components - Demand-side platform, Supply-side platform, Real-time bidding
• Input Signals - Image, Video, Audio

Online Advertising Ecosystem
The different components and interaction is displayed in below picture

Realtime behavioral targeting

• Collect all traits
• Monitor and Alert
• Bid and reach out with relevant ads

User tracking
A user is typically identified by an HTTP cookie, designed to allow websites to remember the status of an individual user, including remembering shopping items added in the cart in an online store or recording the user’s previous browsing activities for generating personalized and dynamical content

Personalized workflow

This is an interesting pic. How many cookies present in NYT page. Cookie Syncing is done to keep track/sync all cookies of a particular user.

ML Use Case for Click-through rate prediction

Look-alike modeling - on the basis of the learned user profiles, identify and target unknown users who  have similar interests and commercial intents with the known (converted) customers

Conversion over multiple touchpoints

Key Concepts
CTR, Click-Through Rate - the probability of a specific user in a specific context clicking a specific ad
CVR, Conversion Rate - the probability of the user conversion is observed after showing the ad impression

Keep Thinking!!!