Planning-based Approach for Optimizing the Display of Online Advertising Campaigns

Sertan Girgin 1 Jérémie Mary 1, 2 Philippe Preux 1, 2 Olivier Nicol 1, 2
1 SEQUEL - Sequential Learning
LIFL - Laboratoire d'Informatique Fondamentale de Lille, LAGIS - Laboratoire d'Automatique, Génie Informatique et Signal, Inria Lille - Nord Europe
Abstract : In a realistic context, the online advertisements have constraints such as a certain number of clicks to draw, as well as a lifetime. Furthermore, receiving a click is usually a very rare event. Thus, the problem of choosing which advertisement to display on a web page is inherently dynamic, and intimately combines combinato- rial and statistical issues. We introduce a planning based algorithm for optimizing the display of advertisements and investigate its performance through simulations on a realistic model designed with an important commercial web actor.
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Sertan Girgin, Jérémie Mary, Philippe Preux, Olivier Nicol. Planning-based Approach for Optimizing the Display of Online Advertising Campaigns. NIPS workshop on Machine Learning in Online ADvertising, Dec 2010, Whistler, Canada. ⟨hal-00772512⟩

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