{"id":"https://openalex.org/W2021375049","doi":"https://doi.org/10.1145/2501040.2501980","title":"Real-time bidding for online advertising","display_name":"Real-time bidding for online advertising","publication_year":2013,"publication_date":"2013-08-01","ids":{"openalex":"https://openalex.org/W2021375049","doi":"https://doi.org/10.1145/2501040.2501980","mag":"2021375049"},"language":"en","primary_location":{"id":"doi:10.1145/2501040.2501980","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2501040.2501980","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the Seventh International Workshop on Data Mining for Online Advertising","raw_type":"proceedings-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/A5020541155","display_name":"Shuai Yuan","orcid":"https://orcid.org/0000-0003-1720-4483"},"institutions":[{"id":"https://openalex.org/I2800173700","display_name":"UCL Australia","ror":"https://ror.org/024atcf19","country_code":"AU","type":"education","lineage":["https://openalex.org/I2800173700"]},{"id":"https://openalex.org/I45129253","display_name":"University College London","ror":"https://ror.org/02jx3x895","country_code":"GB","type":"education","lineage":["https://openalex.org/I124357947","https://openalex.org/I45129253"]}],"countries":["AU","GB"],"is_corresponding":true,"raw_author_name":"Shuai Yuan","raw_affiliation_strings":["University College London","University college London"],"affiliations":[{"raw_affiliation_string":"University College London","institution_ids":["https://openalex.org/I45129253"]},{"raw_affiliation_string":"University college London","institution_ids":["https://openalex.org/I2800173700"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5100384877","display_name":"Jun Wang","orcid":"https://orcid.org/0000-0003-1700-1512"},"institutions":[{"id":"https://openalex.org/I2800173700","display_name":"UCL Australia","ror":"https://ror.org/024atcf19","country_code":"AU","type":"education","lineage":["https://openalex.org/I2800173700"]},{"id":"https://openalex.org/I45129253","display_name":"University College London","ror":"https://ror.org/02jx3x895","country_code":"GB","type":"education","lineage":["https://openalex.org/I124357947","https://openalex.org/I45129253"]}],"countries":["AU","GB"],"is_corresponding":false,"raw_author_name":"Jun Wang","raw_affiliation_strings":["University College London","University college London"],"affiliations":[{"raw_affiliation_string":"University College London","institution_ids":["https://openalex.org/I45129253"]},{"raw_affiliation_string":"University college London","institution_ids":["https://openalex.org/I2800173700"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5101807932","display_name":"Xiaoxue Zhao","orcid":"https://orcid.org/0000-0002-1358-2228"},"institutions":[{"id":"https://openalex.org/I45129253","display_name":"University College London","ror":"https://ror.org/02jx3x895","country_code":"GB","type":"education","lineage":["https://openalex.org/I124357947","https://openalex.org/I45129253"]},{"id":"https://openalex.org/I2800173700","display_name":"UCL Australia","ror":"https://ror.org/024atcf19","country_code":"AU","type":"education","lineage":["https://openalex.org/I2800173700"]}],"countries":["AU","GB"],"is_corresponding":false,"raw_author_name":"Xiaoxue Zhao","raw_affiliation_strings":["University College London","University college London"],"affiliations":[{"raw_affiliation_string":"University College London","institution_ids":["https://openalex.org/I45129253"]},{"raw_affiliation_string":"University college London","institution_ids":["https://openalex.org/I2800173700"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5020541155"],"corresponding_institution_ids":["https://openalex.org/I2800173700","https://openalex.org/I45129253"],"apc_list":null,"apc_paid":null,"fwci":19.6226,"has_fulltext":false,"cited_by_count":205,"citation_normalized_percentile":{"value":0.99435314,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":90,"max":100},"biblio":{"volume":null,"issue":null,"first_page":"1","last_page":"8"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"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"}},"topics":[{"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":0.9993000030517578,"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/T12288","display_name":"Optimization and Search Problems","score":0.9904000163078308,"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"}}],"keywords":[{"id":"https://openalex.org/keywords/bidding","display_name":"Bidding","score":0.8810657262802124},{"id":"https://openalex.org/keywords/real-time-bidding","display_name":"Real-time bidding","score":0.7994198799133301},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.6574451923370361},{"id":"https://openalex.org/keywords/payment","display_name":"Payment","score":0.556952178478241},{"id":"https://openalex.org/keywords/context","display_name":"Context (archaeology)","score":0.543925940990448},{"id":"https://openalex.org/keywords/display-advertising","display_name":"Display advertising","score":0.47296351194381714},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.4274674355983734},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.3779435157775879},{"id":"https://openalex.org/keywords/operations-research","display_name":"Operations research","score":0.32960623502731323},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.28955334424972534},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.2763196527957916},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.17282623052597046},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.12054044008255005},{"id":"https://openalex.org/keywords/engineering","display_name":"Engineering","score":0.10458648204803467}],"concepts":[{"id":"https://openalex.org/C9233905","wikidata":"https://www.wikidata.org/wiki/Q3276328","display_name":"Bidding","level":2,"score":0.8810657262802124},{"id":"https://openalex.org/C1525070","wikidata":"https://www.wikidata.org/wiki/Q2134714","display_name":"Real-time bidding","level":3,"score":0.7994198799133301},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6574451923370361},{"id":"https://openalex.org/C145097563","wikidata":"https://www.wikidata.org/wiki/Q1148747","display_name":"Payment","level":2,"score":0.556952178478241},{"id":"https://openalex.org/C2779343474","wikidata":"https://www.wikidata.org/wiki/Q3109175","display_name":"Context (archaeology)","level":2,"score":0.543925940990448},{"id":"https://openalex.org/C2777999536","wikidata":"https://www.wikidata.org/wiki/Q2399498","display_name":"Display advertising","level":4,"score":0.47296351194381714},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.4274674355983734},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3779435157775879},{"id":"https://openalex.org/C42475967","wikidata":"https://www.wikidata.org/wiki/Q194292","display_name":"Operations research","level":1,"score":0.32960623502731323},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.28955334424972534},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.2763196527957916},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.17282623052597046},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.12054044008255005},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.10458648204803467},{"id":"https://openalex.org/C86803240","wikidata":"https://www.wikidata.org/wiki/Q420","display_name":"Biology","level":0,"score":0.0},{"id":"https://openalex.org/C151730666","wikidata":"https://www.wikidata.org/wiki/Q7205","display_name":"Paleontology","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/2501040.2501980","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2501040.2501980","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the Seventh International Workshop on Data Mining for Online Advertising","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[{"display_name":"Industry, innovation and infrastructure","id":"https://metadata.un.org/sdg/9","score":0.6200000047683716}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":30,"referenced_works":["https://openalex.org/W1554763265","https://openalex.org/W1569559301","https://openalex.org/W1659045240","https://openalex.org/W1823461189","https://openalex.org/W1967766192","https://openalex.org/W1973429805","https://openalex.org/W1975392791","https://openalex.org/W1984349431","https://openalex.org/W1984592021","https://openalex.org/W2009193773","https://openalex.org/W2029050771","https://openalex.org/W2030876146","https://openalex.org/W2073358075","https://openalex.org/W2073448073","https://openalex.org/W2095916875","https://openalex.org/W2100114016","https://openalex.org/W2106728444","https://openalex.org/W2108632994","https://openalex.org/W2112741516","https://openalex.org/W2117423367","https://openalex.org/W2128117690","https://openalex.org/W2128188048","https://openalex.org/W2142750046","https://openalex.org/W2147896987","https://openalex.org/W2156577800","https://openalex.org/W2160741926","https://openalex.org/W2168745915","https://openalex.org/W2950303912","https://openalex.org/W3122458291","https://openalex.org/W3124857404"],"related_works":["https://openalex.org/W2372662578","https://openalex.org/W784208287","https://openalex.org/W4385421505","https://openalex.org/W3099082736","https://openalex.org/W341704063","https://openalex.org/W4385565986","https://openalex.org/W2317606158","https://openalex.org/W2951754014","https://openalex.org/W4288257515","https://openalex.org/W2799781735"],"abstract_inverted_index":{"The":[0],"real-time":[1],"bidding":[2,106,221],"(RTB),":[3],"aka":[4],"programmatic":[5],"buying,":[6,23],"has":[7],"recently":[8],"become":[9],"the":[10,47,61,82,98,150,160,165,180,183,192,199,214,219,228,235,239,242,247,257],"fastest":[11],"growing":[12],"area":[13],"in":[14,38,115,127,153,169,198,205,256],"online":[15],"advertising.":[16,65],"Instead":[17],"of":[18,63,76,175,182,194,246],"bulking":[19],"buying":[20],"and":[21,28,35,45,57,74,88,104,108,112,134,139,244],"inventory-centric":[22],"RTB":[24,201],"mimics":[25],"stock":[26],"exchanges":[27],"utilises":[29],"computer":[30],"algorithms":[31,233],"to":[32,49,93,179],"automatically":[33],"buy":[34],"sell":[36],"ads":[37,48],"real-time;":[39],"It":[40],"uses":[41],"per":[42],"impression":[43,101],"context":[44],"targets":[46],"specific":[50],"people":[51],"based":[52],"on":[53,213],"data":[54,83],"about":[55],"them,":[56],"hence":[58],"dramatically":[59],"increases":[60],"effectiveness":[62],"display":[64],"In":[66],"this":[67],"paper,":[68],"we":[69,91,121,189],"provide":[70,94],"an":[71],"empirical":[72],"analysis":[73,212],"measurement":[75],"a":[77,206],"production":[78],"ad":[79,248],"exchange.":[80],"Using":[81],"sampled":[84],"from":[85],"both":[86],"demand":[87],"supply":[89],"side,":[90],"aim":[92],"first-hand":[95],"insights":[96],"into":[97],"emerging":[99],"new":[100],"selling":[102],"infrastructure":[103],"its":[105],"behaviours,":[107,241],"help":[109],"identifying":[110],"research":[111],"design":[113],"issues":[114],"such":[116,237],"systems.":[117],"From":[118],"our":[119,211],"study,":[120],"observed":[122],"that":[123,158,191,218],"periodic":[124],"patterns":[125,152],"occur":[126],"various":[128],"statistics":[129],"including":[130],"impressions,":[131],"clicks,":[132],"bids,":[133],"conversion":[135],"rates":[136,216],"(both":[137],"post-view":[138],"post-click),":[140],"which":[141,250],"suggest":[142],"time-dependent":[143],"models":[144],"would":[145],"be":[146],"appropriate":[147],"for":[148,173,231],"capturing":[149],"repeated":[151],"RTB.":[154],"We":[155],"also":[156],"found":[157],"despite":[159],"claimed":[161],"second":[162],"price":[163,167,197],"auction,":[164],"first":[166],"payment":[168],"fact":[170],"is":[171,223],"accounted":[172],"55.4%":[174],"total":[176],"cost":[177],"due":[178],"arrangement":[181],"soft":[184,195],"floor":[185,196],"price.":[186],"As":[187],"such,":[188],"argue":[190],"setting":[193],"current":[200,220],"systems":[202],"puts":[203],"advertisers":[204],"less":[207,225],"favourable":[208],"position.":[209],"Furthermore,":[210],"conversation":[215],"shows":[217],"strategy":[222],"far":[224],"optimal,":[226],"indicating":[227],"significant":[229],"needs":[230],"optimisation":[232],"incorporating":[234],"facts":[236],"as":[238],"temporal":[240],"frequency":[243],"recency":[245],"displays,":[249],"have":[251],"not":[252],"been":[253],"well":[254],"considered":[255],"past.":[258]},"counts_by_year":[{"year":2025,"cited_by_count":21},{"year":2024,"cited_by_count":13},{"year":2023,"cited_by_count":13},{"year":2022,"cited_by_count":15},{"year":2021,"cited_by_count":11},{"year":2020,"cited_by_count":24},{"year":2019,"cited_by_count":24},{"year":2018,"cited_by_count":12},{"year":2017,"cited_by_count":25},{"year":2016,"cited_by_count":17},{"year":2015,"cited_by_count":16},{"year":2014,"cited_by_count":13},{"year":2012,"cited_by_count":1}],"updated_date":"2026-04-04T16:13:02.066488","created_date":"2025-10-10T00:00:00"}
