CIKM16 Tutorial Learning, Prediction and Optimisation in RTB Display Advertising Weinan Zhang, Shanghai Jiao Tong University Jian Xu, TouchPal Inc. http://www.optimalrtb.com/cikm16/ October 24, 2016, Indianapolis, United States Speakers • Weinan Zhang – Assistant Professor at Shanghai Jiao Tong University – Ph.D. from University College London 2016 – Machine learning, data mining in computational advertising and recommender systems • Jian Xu – Principal Data Scientist at TouchPal, Mountain View – Previous Senior Data Scientist and Senior Research Engineer at Yahoo! US – Data mining, machine learning, and computational advertising Tutorial Materials • Web site: http://www.optimalrtb.com/cikm16 • Supporting documents: – RTB monograph https://arxiv.org/abs/1610.03013 – RTB paper list: https://github.com/wnzhang/rtb-papers Table of contents • RTB system • Auction mechanisms Weinan Zhang • User response estimation 90 min • Learning to bid 30 min break • Conversion attribution • Pacing control Jian Xu • Targeting and audience expansion 90 min • Reserve price optimization Table of contents • RTB system • Auction mechanisms • User response estimation • Learning to bid • Conversion attribution • Pacing control • Targeting and audience expansion • Reserve price optimization Advertising • Make the best match between and with - John Wanamaker (1838-1922) Father of modern advertising and a pioneer in marketing Wasteful Traditional Advertising Computational Advertising • Design algorithms to make the best match between the advertisers and Internet users with economic constraints Sponsored Search Search: iphone 6s case