Optimized Cost per Click in Taobao Display Advertising

@inproceedings{Zhu2017OptimizedCP,
  title={Optimized Cost per Click in Taobao Display Advertising},
  author={Han Zhu and Junqi Jin and Chang Tan and Fei Pan and Yifan Zeng and Han Li and Kun Gai},
  booktitle={KDD},
  year={2017}
}
Taobao, as the largest online retail platform in the world, provides billions of online display advertising impressions for millions of advertisers every day. For commercial purposes, the advertisers bid for specific spots and target crowds to compete for business traffic. The platform chooses the most suitable ads to display in tens of milliseconds. Common pricing methods include cost per mille (CPM) and cost per click (CPC). Traditional advertising systems target certain traits of users and… CONTINUE READING
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