Multi-Touch Attribution Based Budget Allocation in Online Advertising

  title={Multi-Touch Attribution Based Budget Allocation in Online Advertising},
  author={Sahin Cem Geyik and Abhishek Saxena and Ali Dasdan},
Budget allocation in online advertising deals with distributing the campaign (insertion order) level budgets to different sub-campaigns which employ different targeting criteria and may perform differently in terms of return-on-investment (ROI). In this paper, we present the efforts at Turn on how to best allocate campaign budget so that the advertiser or campaign-level ROI is maximized. To do this, it is crucial to be able to correctly determine the performance of sub-campaigns. This… CONTINUE READING
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