{"id":"https://openalex.org/W2604202871","doi":"https://doi.org/10.1145/3097983.3098134","title":"Optimized Cost per Click in Taobao Display Advertising","display_name":"Optimized Cost per Click in Taobao Display Advertising","publication_year":2017,"publication_date":"2017-08-04","ids":{"openalex":"https://openalex.org/W2604202871","doi":"https://doi.org/10.1145/3097983.3098134","mag":"2604202871"},"language":"en","primary_location":{"id":"doi:10.1145/3097983.3098134","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3097983.3098134","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 23rd ACM SIGKDD International Conference on Knowledge Discovery and Data Mining","raw_type":"proceedings-article"},"type":"conference-paper","indexed_in":["arxiv","crossref"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://arxiv.org/pdf/1703.02091","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":null,"display_name":"Han Zhu","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Han Zhu","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Junqi Jin","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Junqi Jin","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Chang Tan","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Chang Tan","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Fei Pan","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Fei Pan","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Yifan Zeng","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Yifan Zeng","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Han Li","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Han Li","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]},{"author_position":"last","author":{"id":null,"display_name":"Kun Gai","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Kun Gai","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I45928872"],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":105,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"2191","last_page":"2200"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9991999864578247,"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":0.9991999864578247,"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":0.9987000226974487,"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":0.9986000061035156,"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"}}],"keywords":[{"id":"https://openalex.org/keywords/display-advertising","display_name":"Display advertising","score":0.8418999910354614},{"id":"https://openalex.org/keywords/revenue","display_name":"Revenue","score":0.5983999967575073},{"id":"https://openalex.org/keywords/matching","display_name":"Matching (statistics)","score":0.5666000247001648},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.5450999736785889},{"id":"https://openalex.org/keywords/crowds","display_name":"Crowds","score":0.4968000054359436},{"id":"https://openalex.org/keywords/quality","display_name":"Quality (philosophy)","score":0.4909999966621399},{"id":"https://openalex.org/keywords/key","display_name":"Key (lock)","score":0.4499000012874603}],"concepts":[{"id":"https://openalex.org/C2777999536","wikidata":"https://www.wikidata.org/wiki/Q2399498","display_name":"Display advertising","level":4,"score":0.8418999910354614},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6815999746322632},{"id":"https://openalex.org/C195487862","wikidata":"https://www.wikidata.org/wiki/Q850210","display_name":"Revenue","level":2,"score":0.5983999967575073},{"id":"https://openalex.org/C165064840","wikidata":"https://www.wikidata.org/wiki/Q1321061","display_name":"Matching (statistics)","level":2,"score":0.5666000247001648},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.5450999736785889},{"id":"https://openalex.org/C2777852691","wikidata":"https://www.wikidata.org/wiki/Q13430821","display_name":"Crowds","level":2,"score":0.4968000054359436},{"id":"https://openalex.org/C2779530757","wikidata":"https://www.wikidata.org/wiki/Q1207505","display_name":"Quality (philosophy)","level":2,"score":0.4909999966621399},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4562999904155731},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.4499000012874603},{"id":"https://openalex.org/C187687199","wikidata":"https://www.wikidata.org/wiki/Q844880","display_name":"Search advertising","level":4,"score":0.42910000681877136},{"id":"https://openalex.org/C177264268","wikidata":"https://www.wikidata.org/wiki/Q1514741","display_name":"Set (abstract data type)","level":2,"score":0.42340001463890076},{"id":"https://openalex.org/C115174607","wikidata":"https://www.wikidata.org/wiki/Q1100934","display_name":"Click-through rate","level":2,"score":0.3928999900817871},{"id":"https://openalex.org/C163239763","wikidata":"https://www.wikidata.org/wiki/Q5153637","display_name":"Common value auction","level":2,"score":0.2962999939918518},{"id":"https://openalex.org/C2776505523","wikidata":"https://www.wikidata.org/wiki/Q4785468","display_name":"Plan (archaeology)","level":2,"score":0.29330000281333923},{"id":"https://openalex.org/C45235069","wikidata":"https://www.wikidata.org/wiki/Q278425","display_name":"Table (database)","level":2,"score":0.2685000002384186},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.26660001277923584},{"id":"https://openalex.org/C103645729","wikidata":"https://www.wikidata.org/wiki/Q911187","display_name":"Page view","level":5,"score":0.26190000772476196},{"id":"https://openalex.org/C2779955035","wikidata":"https://www.wikidata.org/wiki/Q4686785","display_name":"Advice (programming)","level":2,"score":0.25619998574256897}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1145/3097983.3098134","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3097983.3098134","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 23rd ACM SIGKDD International Conference on Knowledge Discovery and Data Mining","raw_type":"proceedings-article"},{"id":"pmh:oai:arXiv.org:1703.02091","is_oa":true,"landing_page_url":"http://arxiv.org/abs/1703.02091","pdf_url":"https://arxiv.org/pdf/1703.02091","source":{"id":"https://openalex.org/S4306400194","display_name":"arXiv (Cornell University)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I205783295","host_organization_name":"Cornell University","host_organization_lineage":["https://openalex.org/I205783295"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"text"}],"best_oa_location":{"id":"pmh:oai:arXiv.org:1703.02091","is_oa":true,"landing_page_url":"http://arxiv.org/abs/1703.02091","pdf_url":"https://arxiv.org/pdf/1703.02091","source":{"id":"https://openalex.org/S4306400194","display_name":"arXiv (Cornell University)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I205783295","host_organization_name":"Cornell University","host_organization_lineage":["https://openalex.org/I205783295"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"text"},"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":11,"referenced_works":["https://openalex.org/W1996312099","https://openalex.org/W2021375049","https://openalex.org/W2088640816","https://openalex.org/W2127347613","https://openalex.org/W2149822245","https://openalex.org/W2475334473","https://openalex.org/W2523437372","https://openalex.org/W3122305203","https://openalex.org/W3122458291","https://openalex.org/W3123656117","https://openalex.org/W6680854507"],"related_works":[],"abstract_inverted_index":{"Taobao,":[0],"as":[1,82,169],"the":[2,8,26,43,91,96,106,111,118,140],"largest":[3],"online":[4,13,189],"retail":[5],"platform":[6,41,112,162],"in":[7,49,181,186],"world,":[9],"provides":[10],"billions":[11],"of":[12,19,51,72,85,146,151],"display":[14,48,183],"advertising":[15,67,184],"impressions":[16],"for":[17,29,37,99,117],"millions":[18],"advertisers":[20,27,97],"every":[21],"day.":[22],"For":[23],"commercial":[24],"purposes,":[25],"bid":[28,86,128,141,147,202],"specific":[30],"spots":[31],"and":[32,61,74,87,121,148,165,168],"target":[33,69],"crowds":[34],"to":[35,47,114,142],"compete":[36],"business":[38,119,163],"traffic.":[39],"The":[40,188],"chooses":[42],"most":[44],"suitable":[45],"ads":[46],"tens":[50],"milliseconds.":[52],"Common":[53],"pricing":[54],"methods":[55],"include":[56],"cost":[57,62,133],"per":[58,63,134],"mille":[59],"(CPM)":[60],"click":[64,135],"(CPC).":[65],"Traditional":[66],"systems":[68],"certain":[70],"traits":[71],"users":[73],"ad":[75],"placements":[76],"with":[77],"fixed":[78,92,201],"bids,":[79],"essentially":[80],"regarded":[81],"coarse-grained":[83],"matching":[84,145],"traffic":[88,149,173],"quality.":[89],"However,":[90],"bids":[93],"set":[94],"by":[95],"competing":[98],"different":[100],"quality":[101,150],"requests":[102],"cannot":[103],"fully":[104],"optimize":[105],"advertisers'":[107,160],"key":[108],"requirements.":[109],"Moreover,":[110],"has":[113],"be":[115],"responsible":[116],"revenue":[120,164],"user":[122,166],"experience.":[123],"Thus,":[124],"we":[125],"proposed":[126],"a":[127,170],"optimizing":[129],"strategy":[130],"called":[131],"optimized":[132],"(OCPC)":[136],"which":[137],"automatically":[138],"adjusts":[139],"achieve":[143],"finer":[144],"page":[152],"view":[153],"(PV)":[154],"request":[155],"granularity.":[156],"Our":[157],"approach":[158,180],"optimizes":[159],"demands,":[161],"experience":[167],"whole":[171],"improves":[172],"allocation":[174],"efficiency.":[175],"We":[176],"have":[177],"validated":[178],"our":[179,193],"Taobao":[182],"system":[185],"production.":[187],"A/B":[190],"test":[191],"shows":[192],"algorithm":[194],"yields":[195],"substantially":[196],"better":[197],"results":[198],"than":[199],"previous":[200],"manner.":[203]},"counts_by_year":[{"year":2026,"cited_by_count":9},{"year":2025,"cited_by_count":12},{"year":2024,"cited_by_count":16},{"year":2023,"cited_by_count":19},{"year":2022,"cited_by_count":15},{"year":2021,"cited_by_count":14},{"year":2020,"cited_by_count":7},{"year":2019,"cited_by_count":6},{"year":2018,"cited_by_count":7}],"updated_date":"2026-07-16T13:24:37.021932","created_date":"2017-04-14T00:00:00"}
