A Revenue-Maximizing Bidding Strategy for Demand-Side Platforms
In real-time bidding (RTB) systems for display advertising, a demand-side platform (DSP) serves as an agent for advertisers and plays an important role in competing for online advertising spaces by placing proper bidding prices. A critical function of the DSP is formulating proper bidding strategies...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
IEEE
2019-01-01
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| Series: | IEEE Access |
| Subjects: | |
| Online Access: | https://ieeexplore.ieee.org/document/8725546/ |