MM2RTB: Bringing Multimedia Metrics to Real-Time Bidding

Chen, X., Chen, B. and Kankanhalli, M. (2017) MM2RTB: Bringing Multimedia Metrics to Real-Time Bidding. In: 10th International Workshop on Data Mining for Online Advertising (ADKDD), Halifax, NS, Canada, 14 Aug 2017, ISBN 9781450351942 (doi:10.1145/3124749.3124757)

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Abstract

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). This 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. The 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. The 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.

Item Type:Conference Proceedings
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Chen, Dr Bowei
Authors: Chen, X., Chen, B., and Kankanhalli, M.
College/School:College of Social Sciences > Adam Smith Business School > Management
ISBN:9781450351942
Copyright Holders:Copyright © 2017 ACM
First Published:First published in Proceedings of the ADKDD'17
Publisher Policy:Reproduced in accordance with the publisher copyright policy
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