{"id":"https://openalex.org/W2585510658","doi":"https://doi.org/10.1109/bigdata.2016.7840724","title":"Ad allocation with secondary metrics","display_name":"Ad allocation with secondary metrics","publication_year":2016,"publication_date":"2016-12-01","ids":{"openalex":"https://openalex.org/W2585510658","doi":"https://doi.org/10.1109/bigdata.2016.7840724","mag":"2585510658"},"language":"en","primary_location":{"id":"doi:10.1109/bigdata.2016.7840724","is_oa":false,"landing_page_url":"https://doi.org/10.1109/bigdata.2016.7840724","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2016 IEEE International Conference on Big Data (Big Data)","raw_type":"proceedings-article"},"type":"conference-paper","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5039285220","display_name":"Darja Krushevskaja","orcid":null},"institutions":[{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Darja Krushevskaja","raw_affiliation_strings":["Yahoo Inc., Sunnyvale, California"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Yahoo Inc., Sunnyvale, California","institution_ids":["https://openalex.org/I4210134091"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5108362508","display_name":"W. Sparrow Simpson","orcid":null},"institutions":[{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"William Simpson","raw_affiliation_strings":["Yahoo Inc., Sunnyvale, California"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Yahoo Inc., Sunnyvale, California","institution_ids":["https://openalex.org/I4210134091"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5045502987","display_name":"S. Muthukrishnan","orcid":null},"institutions":[{"id":"https://openalex.org/I102322142","display_name":"Rutgers, The State University of New Jersey","ror":"https://ror.org/05vt9qd57","country_code":"US","type":"education","lineage":["https://openalex.org/I102322142"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"S. Muthukrishnan","raw_affiliation_strings":["Rutgers University, New Jersey"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Rutgers University, New Jersey","institution_ids":["https://openalex.org/I102322142"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":"9","issue":null,"first_page":"1202","last_page":"1211"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12288","display_name":"Optimization and Search Problems","score":0.9998999834060669,"subfield":{"id":"https://openalex.org/subfields/1705","display_name":"Computer Networks and Communications"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T12288","display_name":"Optimization and Search Problems","score":0.9998999834060669,"subfield":{"id":"https://openalex.org/subfields/1705","display_name":"Computer Networks and Communications"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T11182","display_name":"Auction Theory and Applications","score":0.9998000264167786,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.6797436475753784},{"id":"https://openalex.org/keywords/click-through-rate","display_name":"Click-through rate","score":0.6493223905563354},{"id":"https://openalex.org/keywords/metric","display_name":"Metric (unit)","score":0.6295893788337708},{"id":"https://openalex.org/keywords/display-advertising","display_name":"Display advertising","score":0.5783277153968811},{"id":"https://openalex.org/keywords/sorting","display_name":"Sorting","score":0.518464982509613},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.4787977635860443},{"id":"https://openalex.org/keywords/latency","display_name":"Latency (audio)","score":0.46670839190483093},{"id":"https://openalex.org/keywords/online-algorithm","display_name":"Online algorithm","score":0.45180901885032654},{"id":"https://openalex.org/keywords/information-retrieval","display_name":"Information retrieval","score":0.2146245539188385},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.1734631359577179},{"id":"https://openalex.org/keywords/algorithm","display_name":"Algorithm","score":0.16695085167884827},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.12164092063903809},{"id":"https://openalex.org/keywords/economics","display_name":"Economics","score":0.10909053683280945}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6797436475753784},{"id":"https://openalex.org/C115174607","wikidata":"https://www.wikidata.org/wiki/Q1100934","display_name":"Click-through rate","level":2,"score":0.6493223905563354},{"id":"https://openalex.org/C176217482","wikidata":"https://www.wikidata.org/wiki/Q860554","display_name":"Metric (unit)","level":2,"score":0.6295893788337708},{"id":"https://openalex.org/C2777999536","wikidata":"https://www.wikidata.org/wiki/Q2399498","display_name":"Display advertising","level":4,"score":0.5783277153968811},{"id":"https://openalex.org/C111696304","wikidata":"https://www.wikidata.org/wiki/Q2303697","display_name":"Sorting","level":2,"score":0.518464982509613},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.4787977635860443},{"id":"https://openalex.org/C82876162","wikidata":"https://www.wikidata.org/wiki/Q17096504","display_name":"Latency (audio)","level":2,"score":0.46670839190483093},{"id":"https://openalex.org/C196921405","wikidata":"https://www.wikidata.org/wiki/Q786431","display_name":"Online algorithm","level":2,"score":0.45180901885032654},{"id":"https://openalex.org/C23123220","wikidata":"https://www.wikidata.org/wiki/Q816826","display_name":"Information retrieval","level":1,"score":0.2146245539188385},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.1734631359577179},{"id":"https://openalex.org/C11413529","wikidata":"https://www.wikidata.org/wiki/Q8366","display_name":"Algorithm","level":1,"score":0.16695085167884827},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.12164092063903809},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.10909053683280945},{"id":"https://openalex.org/C21547014","wikidata":"https://www.wikidata.org/wiki/Q1423657","display_name":"Operations management","level":1,"score":0.0},{"id":"https://openalex.org/C76155785","wikidata":"https://www.wikidata.org/wiki/Q418","display_name":"Telecommunications","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1109/bigdata.2016.7840724","is_oa":false,"landing_page_url":"https://doi.org/10.1109/bigdata.2016.7840724","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2016 IEEE International Conference on Big Data (Big Data)","raw_type":"proceedings-article"},{"id":"mag:2785999800","is_oa":false,"landing_page_url":"http://jglobal.jst.go.jp/en/public/20090422/201702264822089933","pdf_url":null,"source":{"id":"https://openalex.org/S4306512817","display_name":"IEEE Conference Proceedings","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"conference"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":null,"raw_source_name":"IEEE Conference Proceedings","raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/9","score":0.5199999809265137,"display_name":"Industry, innovation and infrastructure"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":18,"referenced_works":["https://openalex.org/W17303057","https://openalex.org/W143303433","https://openalex.org/W254944847","https://openalex.org/W1496647032","https://openalex.org/W1659045240","https://openalex.org/W1984385885","https://openalex.org/W1996312099","https://openalex.org/W2061872918","https://openalex.org/W2066671865","https://openalex.org/W2112741516","https://openalex.org/W2131951207","https://openalex.org/W2158268067","https://openalex.org/W2162656786","https://openalex.org/W2170675255","https://openalex.org/W2285500630","https://openalex.org/W3122305203","https://openalex.org/W4231144620","https://openalex.org/W6600706569"],"related_works":["https://openalex.org/W2100597815","https://openalex.org/W175164097","https://openalex.org/W2143648166","https://openalex.org/W2952316437","https://openalex.org/W4300589523","https://openalex.org/W2591602503","https://openalex.org/W2096414357","https://openalex.org/W3120879483","https://openalex.org/W2078847107","https://openalex.org/W2162862818"],"abstract_inverted_index":{"Motivated":[0],"by":[1],"Online":[2],"Ad":[3,18],"allocation":[4,138,204],"with":[5,20,87,264],"advertisers":[6,25,75,88],"that":[7,143,220,246,270,283],"pursue":[8],"multiple":[9],"objectives,":[10],"we":[11,252],"introduce":[12],"and":[13,73,95,117,133,137,198,231,239,268],"study":[14,111],"a":[15,44,164,174,202,248],"problem":[16,113],"of":[17,43,91,250,272],"Allocation":[19],"Secondary":[21],"Metrics.":[22],"For":[23,186],"instance,":[24,187],"pay":[26,79],"per":[27,80],"click":[28,81],"which":[29],"is":[30,57,68],"the":[31,34,40,47,74,98,103,107,125,131,141,148,154,178,188,207,222,265],"primary":[32,184],"metric":[33,49,101,150,197],"platforms":[35],"optimize":[36],"for,":[37],"but":[38],"require":[39],"average":[41],"cost":[42],"conversion":[45,93],"-":[46,50],"secondary":[48,100,149,180,196],"to":[51],"be":[52],"below":[53],"some":[54],"threshold.":[55],"This":[56,281],"an":[58,70,157,215],"explicit":[59,71],"option":[60,72],"for":[61,102,140,226,242,247],"Facebook":[62],"advertisers.":[63,243],"Further,":[64],"even":[65],"when":[66],"this":[67,96,112,233,262],"not":[69,254,276],"can":[76],"only":[77],"configure":[78],"campaigns,":[82],"sales":[83,108],"teams":[84],"often":[85],"negotiate":[86],"in":[89,130,156,163,206],"terms":[90],"expected":[92],"thresholds":[94],"becomes":[97],"implicit":[99],"ad":[104,166,208],"platform":[105],"or":[106],"teams.":[109],"We":[110,123,152,172,213,229,244,259],"under":[114],"both":[115],"market":[116],"advertiser":[118],"perspectives.":[119],";":[120,210],"(Market":[121],"Perspective)":[122,212],"adopt":[124],"per-impression":[126],"auctioning":[127],"approach":[128],"used":[129],"industry":[132],"propose":[134],"modified":[135],"sorting":[136],"rules":[139],"auction":[142],"explicitly":[144],"take":[145],"into":[146],"account":[147],"performance.":[151],"run":[153],"algorithm":[155,205,219],"industrial":[158],"setting":[159],"on":[160,177,195,235],"live":[161],"traffic":[162],"large":[165],"network":[167],"<sup":[168],"xmlns:mml=\"http://www.w3.org/1998/Math/MathML\"":[169],"xmlns:xlink=\"http://www.w3.org/1999/xlink\">1</sup>":[170],".":[171],"find":[173,245,255,269],"significant":[175],"impact":[176],"realized":[179],"metrics":[181],"without":[182],"compromising":[183],"metrics.":[185],"linear":[189],"scoring":[190],"function":[191],"gives":[192],"30%":[193],"lift":[194],"was":[199],"selected":[200],"as":[201],"default":[203],"network.":[209],"(Advertiser":[211],"present":[214],"efficient":[216],"dynamic":[217],"programming":[218],"calculates":[221],"best":[223],"response":[224],"strategy":[225],"each":[227],"advertiser.":[228],"implement":[230],"test":[232],"solution":[234],"offline":[236],"impression":[237],"data":[238],"compute":[240],"strategies":[241],"fraction":[249],"advertisers,":[251],"could":[253],"non":[256],"empty":[257],"allocation.":[258],"cross":[260],"check":[261],"result":[263],"online":[266],"results,":[267],"92%":[271],"these":[273,284],"ads":[274,285],"did":[275],"meet":[277],"their":[278],"target":[279],"conversions.":[280],"suggests":[282],"may":[286],"have":[287],"unrealistic":[288],"expectations.":[289]},"counts_by_year":[],"updated_date":"2026-07-14T23:27:15.235271","created_date":"2025-10-10T00:00:00"}
