2:40 PM - 3:00 PM
[4B3-J-3-03] Maximization of advertisers' pro t in AdNetwork using intrinsic value of conversion
Keywords:Online Advertising, Optimization, AdNetwork
Generally, ad serving systems accept target CPA for advertising campaigns, and systems adjust bid prices according to their target CPA.
But, when inputted target CPA are too low, advertisers will not be able to get enough conversions.
In contrast, when target CPA are too high, advertising costs will be too high.
In this study, we aim to construct a model to optimize advetisers' profits.
At first, we expressed the nonliniality between prices and conversions using Poisson regression model.
Next, we derived a model to maximize advertisers' profits.
And then we investigated the behavior of the model by evaluating profits of advertisers and media.