{"id":"https://openalex.org/W4403577348","doi":"https://doi.org/10.1145/3627673.3680107","title":"A Bayesian Multi-Armed Bandit Algorithm for Bid Shading in Online Display Advertising","display_name":"A Bayesian Multi-Armed Bandit Algorithm for Bid Shading in Online Display Advertising","publication_year":2024,"publication_date":"2024-10-20","ids":{"openalex":"https://openalex.org/W4403577348","doi":"https://doi.org/10.1145/3627673.3680107"},"language":"en","primary_location":{"id":"doi:10.1145/3627673.3680107","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3627673.3680107","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 33rd ACM International Conference on Information and Knowledge Management","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/A5051055133","display_name":"Mengzhuo Guo","orcid":"https://orcid.org/0000-0003-3559-733X"},"institutions":[{"id":"https://openalex.org/I24185976","display_name":"Sichuan University","ror":"https://ror.org/011ashp19","country_code":"CN","type":"education","lineage":["https://openalex.org/I24185976"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Mengzhuo Guo","raw_affiliation_strings":["Sichuan University, Chengdu, Sichuan, China"],"affiliations":[{"raw_affiliation_string":"Sichuan University, Chengdu, Sichuan, China","institution_ids":["https://openalex.org/I24185976"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5086398670","display_name":"Wuqi Zhang","orcid":"https://orcid.org/0000-0003-4236-1827"},"institutions":[{"id":"https://openalex.org/I2250653659","display_name":"Tencent (China)","ror":"https://ror.org/00hhjss72","country_code":"CN","type":"company","lineage":["https://openalex.org/I2250653659"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Wuqi Zhang","raw_affiliation_strings":["Tencent, Shenzhen, Guangdong, China"],"affiliations":[{"raw_affiliation_string":"Tencent, Shenzhen, Guangdong, China","institution_ids":["https://openalex.org/I2250653659"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5046146364","display_name":"Congde Yuan","orcid":"https://orcid.org/0000-0001-5298-3342"},"institutions":[{"id":"https://openalex.org/I2250653659","display_name":"Tencent (China)","ror":"https://ror.org/00hhjss72","country_code":"CN","type":"company","lineage":["https://openalex.org/I2250653659"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Congde Yuan","raw_affiliation_strings":["Tencent, Shenzhen, Guangdong, China"],"affiliations":[{"raw_affiliation_string":"Tencent, Shenzhen, Guangdong, China","institution_ids":["https://openalex.org/I2250653659"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5020321261","display_name":"Binfeng Jia","orcid":"https://orcid.org/0000-0001-6820-2846"},"institutions":[{"id":"https://openalex.org/I2250653659","display_name":"Tencent (China)","ror":"https://ror.org/00hhjss72","country_code":"CN","type":"company","lineage":["https://openalex.org/I2250653659"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Binfeng Jia","raw_affiliation_strings":["Tencent, Shenzhen, Guangdong, China"],"affiliations":[{"raw_affiliation_string":"Tencent, Shenzhen, Guangdong, China","institution_ids":["https://openalex.org/I2250653659"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5109543121","display_name":"Guoqing Song","orcid":"https://orcid.org/0000-0002-8823-3540"},"institutions":[{"id":"https://openalex.org/I2250653659","display_name":"Tencent (China)","ror":"https://ror.org/00hhjss72","country_code":"CN","type":"company","lineage":["https://openalex.org/I2250653659"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Guoqing Song","raw_affiliation_strings":["Tencent, Shenzhen, Guangdong, China"],"affiliations":[{"raw_affiliation_string":"Tencent, Shenzhen, Guangdong, China","institution_ids":["https://openalex.org/I2250653659"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5103185155","display_name":"Hua Hua","orcid":"https://orcid.org/0000-0003-4942-5395"},"institutions":[{"id":"https://openalex.org/I2250653659","display_name":"Tencent (China)","ror":"https://ror.org/00hhjss72","country_code":"CN","type":"company","lineage":["https://openalex.org/I2250653659"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Hua Hua","raw_affiliation_strings":["Tencent, Shenzhen, Guangdong, China"],"affiliations":[{"raw_affiliation_string":"Tencent, Shenzhen, Guangdong, China","institution_ids":["https://openalex.org/I2250653659"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5052324447","display_name":"Shuangyang Wang","orcid":"https://orcid.org/0000-0002-6180-8607"},"institutions":[{"id":"https://openalex.org/I2250653659","display_name":"Tencent (China)","ror":"https://ror.org/00hhjss72","country_code":"CN","type":"company","lineage":["https://openalex.org/I2250653659"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Shuangyang Wang","raw_affiliation_strings":["Tencent, Shenzhen, Guangdong, China"],"affiliations":[{"raw_affiliation_string":"Tencent, Shenzhen, Guangdong, China","institution_ids":["https://openalex.org/I2250653659"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5052391290","display_name":"Qingpeng Zhang","orcid":"https://orcid.org/0000-0002-6819-0686"},"institutions":[{"id":"https://openalex.org/I177725633","display_name":"Chinese University of Hong Kong","ror":"https://ror.org/00t33hh48","country_code":"HK","type":"education","lineage":["https://openalex.org/I177725633"]},{"id":"https://openalex.org/I889458895","display_name":"University of Hong Kong","ror":"https://ror.org/02zhqgq86","country_code":"HK","type":"education","lineage":["https://openalex.org/I889458895"]}],"countries":["HK"],"is_corresponding":false,"raw_author_name":"Qingpeng Zhang","raw_affiliation_strings":["The University of Hong Kong, Hong Kong, Hong Kong"],"affiliations":[{"raw_affiliation_string":"The University of Hong Kong, Hong Kong, Hong Kong","institution_ids":["https://openalex.org/I177725633","https://openalex.org/I889458895"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":8,"corresponding_author_ids":["https://openalex.org/A5051055133"],"corresponding_institution_ids":["https://openalex.org/I24185976"],"apc_list":null,"apc_paid":null,"fwci":0.4907,"has_fulltext":false,"cited_by_count":1,"citation_normalized_percentile":{"value":0.70147618,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":91,"max":95},"biblio":{"volume":null,"issue":null,"first_page":"4506","last_page":"4513"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12101","display_name":"Advanced Bandit Algorithms Research","score":0.9987999796867371,"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/T12101","display_name":"Advanced Bandit Algorithms Research","score":0.9987999796867371,"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":0.9980999827384949,"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/T10203","display_name":"Recommender Systems and Techniques","score":0.9800999760627747,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"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/shading","display_name":"Shading","score":0.7668225169181824},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.677210807800293},{"id":"https://openalex.org/keywords/bayesian-probability","display_name":"Bayesian probability","score":0.6548352241516113},{"id":"https://openalex.org/keywords/display-advertising","display_name":"Display advertising","score":0.572689414024353},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.44096970558166504},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.4103856384754181},{"id":"https://openalex.org/keywords/computer-vision","display_name":"Computer vision","score":0.3739088773727417},{"id":"https://openalex.org/keywords/computer-graphics","display_name":"Computer graphics (images)","score":0.30043846368789673},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.11393818259239197},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.08201959729194641}],"concepts":[{"id":"https://openalex.org/C177515723","wikidata":"https://www.wikidata.org/wiki/Q1191981","display_name":"Shading","level":2,"score":0.7668225169181824},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.677210807800293},{"id":"https://openalex.org/C107673813","wikidata":"https://www.wikidata.org/wiki/Q812534","display_name":"Bayesian probability","level":2,"score":0.6548352241516113},{"id":"https://openalex.org/C2777999536","wikidata":"https://www.wikidata.org/wiki/Q2399498","display_name":"Display advertising","level":4,"score":0.572689414024353},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.44096970558166504},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.4103856384754181},{"id":"https://openalex.org/C31972630","wikidata":"https://www.wikidata.org/wiki/Q844240","display_name":"Computer vision","level":1,"score":0.3739088773727417},{"id":"https://openalex.org/C121684516","wikidata":"https://www.wikidata.org/wiki/Q7600677","display_name":"Computer graphics (images)","level":1,"score":0.30043846368789673},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.11393818259239197},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.08201959729194641}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/3627673.3680107","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3627673.3680107","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 33rd ACM International Conference on Information and Knowledge Management","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":22,"referenced_works":["https://openalex.org/W2042506099","https://openalex.org/W2049934117","https://openalex.org/W2532920347","https://openalex.org/W2588101506","https://openalex.org/W2808381337","https://openalex.org/W2808766921","https://openalex.org/W2914761779","https://openalex.org/W2952551358","https://openalex.org/W2999905431","https://openalex.org/W3082770737","https://openalex.org/W3094238780","https://openalex.org/W3100843508","https://openalex.org/W3121632328","https://openalex.org/W3157203045","https://openalex.org/W3166445665","https://openalex.org/W3170185124","https://openalex.org/W3186658519","https://openalex.org/W3211118950","https://openalex.org/W3213969863","https://openalex.org/W4287864887","https://openalex.org/W4288712582","https://openalex.org/W4306317257"],"related_works":["https://openalex.org/W1959333116","https://openalex.org/W2765325217","https://openalex.org/W2100597815","https://openalex.org/W2019140366","https://openalex.org/W4389708833","https://openalex.org/W2134194808","https://openalex.org/W2952316437","https://openalex.org/W2096914158","https://openalex.org/W2951754014","https://openalex.org/W1551421219"],"abstract_inverted_index":{"In":[0,134],"real-time":[1],"bidding":[2],"systems,":[3],"ad":[4],"exchanges":[5],"and":[6,63,146,163,184,190,230],"supply-side":[7],"platforms":[8],"(SSP)":[9],"are":[10,39,55,239],"switching":[11],"from":[12],"the":[13,18,23,33,61,69,81,100,109,114,128,140,152,158,161,167,194,207],"second-price":[14],"auction":[15,20],"(SPA)":[16],"to":[17,41,68,105,118,150],"first-price":[19],"(FPA),":[21],"where":[22,72],"advertisers":[24,38,54,73,106],"should":[25],"pay":[26],"what":[27],"they":[28,31],"bid":[29,50,97,155],"if":[30],"win":[32],"auction.":[34],"To":[35,83],"avoid":[36],"overpaying,":[37],"motivated":[40],"conceal":[42],"their":[43,77],"truthful":[44],"evaluations":[45],"of":[46,65,116,143,165,206,234],"impression":[47,110,168],"opportunities":[48],"through":[49],"shading":[51,98],"methods.":[52],"However,":[53],"consistently":[56],"facing":[57],"a":[58,89],"trade-off":[59,159],"between":[60,160],"probability":[62,162],"cost-saving":[64,164],"winning,":[66],"due":[67],"information":[70],"asymmetry,":[71],"lack":[74],"knowledge":[75],"about":[76],"competitors'":[78],"bids":[79],"in":[80,216],"market.":[82],"address":[84],"this":[85,135],"challenge,":[86],"we":[87],"propose":[88],"Bayes":[90],"ian":[91],"Multi-Armed":[92],"Bandit":[93],"(BayesMAB)":[94],"algorithm":[95],"for":[96],"when":[99],"winning":[101,123,141,166,208],"price":[102,121,130,144],"is":[103,148,231],"unknown":[104],"who":[107],"lose":[108],"opportunity.":[111,169],"BayesMAB":[112,137,225],"incorporates":[113],"mechanism":[115],"FPA":[117],"infer":[119],"each":[120],"interval's":[122],"rate":[124],"by":[125,132,188,200],"progressively":[126],"updating":[127],"market":[129],"hidden":[131],"SSP.":[133],"way,":[136],"better":[138],"approximates":[139],"rates":[142],"intervals":[145],"thus":[147],"able":[149],"derive":[151],"optimal":[153],"shaded":[154],"that":[156],"balances":[157],"We":[170,210],"conducted":[171],"large-scale":[172],"A/B":[173],"tests":[174],"on":[175,196],"Tencent's":[176],"online":[177,229],"display":[178],"advertising":[179],"platform.":[180],"The":[181],"cost-per-mile":[182],"(CPM)":[183],"cost-per-action":[185],"(CPA)":[186],"decreased":[187],"13.06%":[189],"11.90%,":[191],"respectively,":[192],"whereas":[193],"return":[195],"investment":[197],"(ROI)":[198],"increased":[199],"12.31%":[201],"with":[202,221],"only":[203],"2.7%":[204],"sacrifice":[205],"rate.":[209],"also":[211],"validated":[212],"BayesMAB's":[213],"superior":[214],"performance":[215],"an":[217],"offline":[218],"semi-simulated":[219],"experiment":[220],"SPA":[222],"data":[223],"sets.":[224],"has":[226],"been":[227],"deployed":[228],"impacting":[232],"billions":[233],"traffic":[235],"every":[236],"day.":[237],"Codes":[238],"available":[240],"at":[241],"https://github.com/BayesMAB/BayesMAB.":[242]},"counts_by_year":[{"year":2025,"cited_by_count":1}],"updated_date":"2026-03-27T05:58:40.876381","created_date":"2025-10-10T00:00:00"}