Real-Time Bidding: A New Frontier of Computational Advertising Research

@inproceedings{Wang2015RealTimeBA,
  title={Real-Time Bidding: A New Frontier of Computational Advertising Research},
  author={Jun Wang and Shuai Yuan},
  booktitle={WSDM '15},
  year={2015}
}
In display and mobile advertising, the most significant development in recent years is the Real-Time Bidding (RTB), which allows selling and buying in real-time one ad impression at a time. Since then, RTB has fundamentally changed the landscape of the digital marketing by scaling the buying process across a large number of available inventories. The demand for automation, integration and optimisation in RTB brings new research opportunities in the IR/DM/ML fields. However, despite its rapid… CONTINUE READING

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