{"id":"https://openalex.org/W3159552521","doi":"https://doi.org/10.1109/tkde.2021.3077699","title":"Dynamically Optimizing Display Advertising Profits under Diverse Budget Settings","display_name":"Dynamically Optimizing Display Advertising Profits under Diverse Budget Settings","publication_year":2021,"publication_date":"2021-01-01","ids":{"openalex":"https://openalex.org/W3159552521","doi":"https://doi.org/10.1109/tkde.2021.3077699","mag":"3159552521"},"language":"en","primary_location":{"id":"doi:10.1109/tkde.2021.3077699","is_oa":false,"landing_page_url":"https://doi.org/10.1109/tkde.2021.3077699","pdf_url":null,"source":{"id":"https://openalex.org/S30698027","display_name":"IEEE Transactions on Knowledge and Data Engineering","issn_l":"1041-4347","issn":["1041-4347","1558-2191","2326-3865"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320439","host_organization_name":"IEEE Computer Society","host_organization_lineage":["https://openalex.org/P4310320439","https://openalex.org/P4310319808"],"host_organization_lineage_names":["IEEE Computer Society","Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Transactions on Knowledge and Data Engineering","raw_type":"journal-article"},"type":"article","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/A5045861596","display_name":"Haizhi Yang","orcid":"https://orcid.org/0000-0002-0730-394X"},"institutions":[{"id":"https://openalex.org/I90610280","display_name":"South China University of Technology","ror":"https://ror.org/0530pts50","country_code":"CN","type":"education","lineage":["https://openalex.org/I90610280"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Haizhi Yang","raw_affiliation_strings":["School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: sehzyang@mail.scut.edu.cn)","[School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: sehzyang@mail.scut.edu.cn)]"],"affiliations":[{"raw_affiliation_string":"School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: sehzyang@mail.scut.edu.cn)","institution_ids":["https://openalex.org/I90610280"]},{"raw_affiliation_string":"[School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: sehzyang@mail.scut.edu.cn)]","institution_ids":["https://openalex.org/I90610280"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5018409539","display_name":"Tengyun Wang","orcid":"https://orcid.org/0000-0001-8160-9392"},"institutions":[{"id":"https://openalex.org/I90610280","display_name":"South China University of Technology","ror":"https://ror.org/0530pts50","country_code":"CN","type":"education","lineage":["https://openalex.org/I90610280"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Tengyun Wang","raw_affiliation_strings":["School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: setywang@mail.scut.edu.cn)","[School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: setywang@mail.scut.edu.cn)]"],"affiliations":[{"raw_affiliation_string":"School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: setywang@mail.scut.edu.cn)","institution_ids":["https://openalex.org/I90610280"]},{"raw_affiliation_string":"[School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: setywang@mail.scut.edu.cn)]","institution_ids":["https://openalex.org/I90610280"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5076890339","display_name":"Xiaoli Tang","orcid":"https://orcid.org/0000-0002-1967-2953"},"institutions":[{"id":"https://openalex.org/I90610280","display_name":"South China University of Technology","ror":"https://ror.org/0530pts50","country_code":"CN","type":"education","lineage":["https://openalex.org/I90610280"]},{"id":"https://openalex.org/I139024713","display_name":"Guangdong University of Technology","ror":"https://ror.org/04azbjn80","country_code":"CN","type":"education","lineage":["https://openalex.org/I139024713"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Xiaoli Tang","raw_affiliation_strings":["School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: semiertang@mail.scut.edu.cn)","[School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: semiertang@mail.scut.edu.cn)]"],"affiliations":[{"raw_affiliation_string":"School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: semiertang@mail.scut.edu.cn)","institution_ids":["https://openalex.org/I90610280","https://openalex.org/I139024713"]},{"raw_affiliation_string":"[School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: semiertang@mail.scut.edu.cn)]","institution_ids":["https://openalex.org/I90610280"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5064069283","display_name":"Han Yu","orcid":"https://orcid.org/0000-0001-6893-8650"},"institutions":[{"id":"https://openalex.org/I172675005","display_name":"Nanyang Technological University","ror":"https://ror.org/02e7b5302","country_code":"SG","type":"education","lineage":["https://openalex.org/I172675005"]}],"countries":["SG"],"is_corresponding":false,"raw_author_name":"Han Yu","raw_affiliation_strings":["School of Computer Science and Enigneering, Nanyang Technological University, 54761 Singapore, Singapore, Singapore, (e-mail: han.yu@ntu.edu.sg)","[School of Computer Science and Enigneering, Nanyang Technological University, 54761 Singapore, Singapore, Singapore, (e-mail: han.yu@ntu.edu.sg)]"],"affiliations":[{"raw_affiliation_string":"School of Computer Science and Enigneering, Nanyang Technological University, 54761 Singapore, Singapore, Singapore, (e-mail: han.yu@ntu.edu.sg)","institution_ids":["https://openalex.org/I172675005"]},{"raw_affiliation_string":"[School of Computer Science and Enigneering, Nanyang Technological University, 54761 Singapore, Singapore, Singapore, (e-mail: han.yu@ntu.edu.sg)]","institution_ids":["https://openalex.org/I172675005"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5100394589","display_name":"Fei Liu","orcid":"https://orcid.org/0000-0001-9415-0496"},"institutions":[{"id":"https://openalex.org/I90610280","display_name":"South China University of Technology","ror":"https://ror.org/0530pts50","country_code":"CN","type":"education","lineage":["https://openalex.org/I90610280"]},{"id":"https://openalex.org/I139024713","display_name":"Guangdong University of Technology","ror":"https://ror.org/04azbjn80","country_code":"CN","type":"education","lineage":["https://openalex.org/I139024713"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Fei Liu","raw_affiliation_strings":["School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, 510640 (e-mail: feiliu@scut.edu.cn)","[School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, 510640 (e-mail: feiliu@scut.edu.cn)]"],"affiliations":[{"raw_affiliation_string":"School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, 510640 (e-mail: feiliu@scut.edu.cn)","institution_ids":["https://openalex.org/I90610280","https://openalex.org/I139024713"]},{"raw_affiliation_string":"[School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, 510640 (e-mail: feiliu@scut.edu.cn)]","institution_ids":["https://openalex.org/I90610280"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5087621349","display_name":"Hengjie Song","orcid":"https://orcid.org/0000-0003-4121-9466"},"institutions":[{"id":"https://openalex.org/I90610280","display_name":"South China University of Technology","ror":"https://ror.org/0530pts50","country_code":"CN","type":"education","lineage":["https://openalex.org/I90610280"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Hengjie Song","raw_affiliation_strings":["School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: sehjsong@scut.edu.cn)","[School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: sehjsong@scut.edu.cn)]"],"affiliations":[{"raw_affiliation_string":"School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: sehjsong@scut.edu.cn)","institution_ids":["https://openalex.org/I90610280"]},{"raw_affiliation_string":"[School of Software Engineering, South China University of Technology, 26467 Guangzhou, Guangdong, China, (e-mail: sehjsong@scut.edu.cn)]","institution_ids":["https://openalex.org/I90610280"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":6,"corresponding_author_ids":["https://openalex.org/A5045861596"],"corresponding_institution_ids":["https://openalex.org/I90610280"],"apc_list":null,"apc_paid":null,"fwci":0.6211,"has_fulltext":false,"cited_by_count":4,"citation_normalized_percentile":{"value":0.73503854,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":96},"biblio":{"volume":null,"issue":null,"first_page":"1","last_page":"1"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9976999759674072,"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"}},"topics":[{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9976999759674072,"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"}},{"id":"https://openalex.org/T11182","display_name":"Auction Theory and Applications","score":0.9947999715805054,"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/T11165","display_name":"Image and Video Quality Assessment","score":0.984000027179718,"subfield":{"id":"https://openalex.org/subfields/1707","display_name":"Computer Vision and Pattern Recognition"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/bidding","display_name":"Bidding","score":0.9227956533432007},{"id":"https://openalex.org/keywords/real-time-bidding","display_name":"Real-time bidding","score":0.8847545385360718},{"id":"https://openalex.org/keywords/common-value-auction","display_name":"Common value auction","score":0.6988774538040161},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.6892110109329224},{"id":"https://openalex.org/keywords/profit","display_name":"Profit (economics)","score":0.6541811227798462},{"id":"https://openalex.org/keywords/revenue","display_name":"Revenue","score":0.614936351776123},{"id":"https://openalex.org/keywords/display-advertising","display_name":"Display advertising","score":0.5407692193984985},{"id":"https://openalex.org/keywords/budget-constraint","display_name":"Budget constraint","score":0.5126268267631531},{"id":"https://openalex.org/keywords/key","display_name":"Key (lock)","score":0.4767761528491974},{"id":"https://openalex.org/keywords/function","display_name":"Function (biology)","score":0.4331549406051636},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.29704803228378296},{"id":"https://openalex.org/keywords/computer-security","display_name":"Computer security","score":0.26662367582321167},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.19838684797286987},{"id":"https://openalex.org/keywords/microeconomics","display_name":"Microeconomics","score":0.18424749374389648},{"id":"https://openalex.org/keywords/economics","display_name":"Economics","score":0.17419806122779846},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.17087411880493164},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.12481692433357239},{"id":"https://openalex.org/keywords/finance","display_name":"Finance","score":0.11161944270133972},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.09427759051322937}],"concepts":[{"id":"https://openalex.org/C9233905","wikidata":"https://www.wikidata.org/wiki/Q3276328","display_name":"Bidding","level":2,"score":0.9227956533432007},{"id":"https://openalex.org/C1525070","wikidata":"https://www.wikidata.org/wiki/Q2134714","display_name":"Real-time bidding","level":3,"score":0.8847545385360718},{"id":"https://openalex.org/C163239763","wikidata":"https://www.wikidata.org/wiki/Q5153637","display_name":"Common value auction","level":2,"score":0.6988774538040161},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6892110109329224},{"id":"https://openalex.org/C181622380","wikidata":"https://www.wikidata.org/wiki/Q26911","display_name":"Profit (economics)","level":2,"score":0.6541811227798462},{"id":"https://openalex.org/C195487862","wikidata":"https://www.wikidata.org/wiki/Q850210","display_name":"Revenue","level":2,"score":0.614936351776123},{"id":"https://openalex.org/C2777999536","wikidata":"https://www.wikidata.org/wiki/Q2399498","display_name":"Display advertising","level":4,"score":0.5407692193984985},{"id":"https://openalex.org/C8505890","wikidata":"https://www.wikidata.org/wiki/Q605095","display_name":"Budget constraint","level":2,"score":0.5126268267631531},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.4767761528491974},{"id":"https://openalex.org/C14036430","wikidata":"https://www.wikidata.org/wiki/Q3736076","display_name":"Function (biology)","level":2,"score":0.4331549406051636},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.29704803228378296},{"id":"https://openalex.org/C38652104","wikidata":"https://www.wikidata.org/wiki/Q3510521","display_name":"Computer security","level":1,"score":0.26662367582321167},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.19838684797286987},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.18424749374389648},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.17419806122779846},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.17087411880493164},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.12481692433357239},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.11161944270133972},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.09427759051322937},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C78458016","wikidata":"https://www.wikidata.org/wiki/Q840400","display_name":"Evolutionary biology","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1109/tkde.2021.3077699","is_oa":false,"landing_page_url":"https://doi.org/10.1109/tkde.2021.3077699","pdf_url":null,"source":{"id":"https://openalex.org/S30698027","display_name":"IEEE Transactions on Knowledge and Data Engineering","issn_l":"1041-4347","issn":["1041-4347","1558-2191","2326-3865"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320439","host_organization_name":"IEEE Computer Society","host_organization_lineage":["https://openalex.org/P4310320439","https://openalex.org/P4310319808"],"host_organization_lineage_names":["IEEE Computer Society","Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Transactions on Knowledge and Data Engineering","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[{"display_name":"Partnerships for the goals","id":"https://metadata.un.org/sdg/17","score":0.5099999904632568}],"awards":[{"id":"https://openalex.org/G4428162904","display_name":null,"funder_award_id":"71671069","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"},{"id":"https://openalex.org/G478423709","display_name":null,"funder_award_id":"AISG2-RP-2020-019","funder_id":"https://openalex.org/F4320320709","funder_display_name":"National Research Foundation Singapore"}],"funders":[{"id":"https://openalex.org/F4320320709","display_name":"National Research Foundation Singapore","ror":"https://ror.org/03cpyc314"},{"id":"https://openalex.org/F4320321001","display_name":"National Natural Science Foundation of China","ror":"https://ror.org/01h0zpd94"}],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":46,"referenced_works":["https://openalex.org/W1554763265","https://openalex.org/W1763335505","https://openalex.org/W1969675113","https://openalex.org/W1973081445","https://openalex.org/W1985759455","https://openalex.org/W2012905273","https://openalex.org/W2021375049","https://openalex.org/W2022091784","https://openalex.org/W2031002853","https://openalex.org/W2033798573","https://openalex.org/W2039842578","https://openalex.org/W2071488943","https://openalex.org/W2073685064","https://openalex.org/W2074694452","https://openalex.org/W2076618162","https://openalex.org/W2149822245","https://openalex.org/W2211399443","https://openalex.org/W2290203315","https://openalex.org/W2443960221","https://openalex.org/W2475334473","https://openalex.org/W2513944453","https://openalex.org/W2532780566","https://openalex.org/W2548570154","https://openalex.org/W2562337727","https://openalex.org/W2604662567","https://openalex.org/W2723293840","https://openalex.org/W2768348081","https://openalex.org/W2770888277","https://openalex.org/W2783989358","https://openalex.org/W2788125442","https://openalex.org/W2788376840","https://openalex.org/W2788490371","https://openalex.org/W2793768763","https://openalex.org/W2808766921","https://openalex.org/W2947557559","https://openalex.org/W2952551358","https://openalex.org/W2964052347","https://openalex.org/W2964182926","https://openalex.org/W3098378121","https://openalex.org/W3098723082","https://openalex.org/W3099947523","https://openalex.org/W3103752844","https://openalex.org/W3104030692","https://openalex.org/W3122305203","https://openalex.org/W6638009947","https://openalex.org/W6745609711"],"related_works":["https://openalex.org/W2532780566","https://openalex.org/W4385421505","https://openalex.org/W3099082736","https://openalex.org/W341704063","https://openalex.org/W4385565986","https://openalex.org/W3099947523","https://openalex.org/W3166393923","https://openalex.org/W4306317496","https://openalex.org/W3004257040","https://openalex.org/W3006297623"],"abstract_inverted_index":{"As":[0],"a":[1],"revolutionary":[2],"auction":[3,106],"mechanism":[4],"for":[5,52,75],"display":[6],"advertising,":[7],"real-time":[8,19],"bidding":[9,30,37,48,112,133],"(RTB)":[10],"allows":[11],"advertisers":[12,76],"to":[13,39,115,156,186],"purchase":[14],"individual":[15],"ad":[16,57,128,140],"impressions":[17,155],"through":[18],"auctions.":[20],"In":[21],"RTB,":[22],"the":[23,56,93,102,111,127,139,150,171],"demand-side":[24],"platform":[25],"(DSP)":[26],"acts":[27],"as":[28],"advertisers'":[29],"agent":[31],"and":[32,105,109,183],"aims":[33],"at":[34,142],"developing":[35],"appropriate":[36],"strategies":[38,49],"maximize":[40],"their":[41,67],"specific":[42],"key":[43],"performance":[44,68],"indicators":[45],"(KPIs).":[46],"Existing":[47],"perform":[50],"well":[51],"optimizing":[53],"profits":[54],"when":[55,62,77],"budget":[58,103,151],"severely":[59],"limited.":[60],"However,":[61],"there":[63],"is":[64],"sufficient":[65],"budget,":[66],"deteriorates.":[69],"This":[70],"results":[71],"in":[72,81,178],"added":[73],"complexity":[74],"applying":[78],"these":[79],"approaches":[80],"practice,":[82],"hindering":[83],"wider":[84],"adoption.":[85],"To":[86],"address":[87],"this":[88],"challenging":[89],"limitation,":[90],"we":[91,168],"propose":[92],"Adaptive":[94],"ROI-Aware":[95],"Bidding":[96],"(ARAB)":[97],"approach.":[98],"It":[99],"intelligently":[100],"analyzes":[101],"setting":[104],"market":[107],"conditions,":[108],"adjusts":[110],"function":[113,134],"accordingly":[114],"optimize":[116],"profits.":[117,158],"Different":[118],"from":[119],"previous":[120],"studies":[121],"that":[122,170],"only":[123],"bid":[124],"based":[125],"on":[126,152,163],"revenue,":[129],"our":[130],"proposed":[131,172],"ROI-aware":[132],"also":[135],"takes":[136],"into":[137],"account":[138],"cost":[141],"impression-level.":[143],"By":[144],"doing":[145],"so,":[146],"ARAB":[147,173],"dynamically":[148],"allocates":[149],"more":[153],"cost-effective":[154],"increase":[157],"Through":[159],"extensive":[160],"offline":[161],"experiments":[162],"two":[164],"real-world":[165],"public":[166],"datasets,":[167],"demonstrate":[169],"has":[174],"achieved":[175],"significant":[176],"improvements":[177],"terms":[179],"of":[180],"both":[181],"profit":[182],"ROI":[184],"compared":[185],"state-of-the-art":[187],"approaches.":[188]},"counts_by_year":[{"year":2024,"cited_by_count":2},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":1}],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2025-10-10T00:00:00"}
