{"id":"https://openalex.org/W4387735217","doi":"https://doi.org/10.1145/3628603","title":"A Survey on Bid Optimization in Real-Time Bidding Display Advertising","display_name":"A Survey on Bid Optimization in Real-Time Bidding Display Advertising","publication_year":2023,"publication_date":"2023-10-18","ids":{"openalex":"https://openalex.org/W4387735217","doi":"https://doi.org/10.1145/3628603"},"language":"en","primary_location":{"id":"doi:10.1145/3628603","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3628603","pdf_url":null,"source":{"id":"https://openalex.org/S41523882","display_name":"ACM Transactions on Knowledge Discovery from Data","issn_l":"1556-4681","issn":["1556-4681","1556-472X"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319798","host_organization_name":"Association for Computing Machinery","host_organization_lineage":["https://openalex.org/P4310319798"],"host_organization_lineage_names":["Association for Computing Machinery"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"ACM Transactions on Knowledge Discovery from Data","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/A5049157535","display_name":"Weitong Ou","orcid":"https://orcid.org/0000-0001-9088-621X"},"institutions":[{"id":"https://openalex.org/I183067930","display_name":"Shanghai Jiao Tong University","ror":"https://ror.org/0220qvk04","country_code":"CN","type":"education","lineage":["https://openalex.org/I183067930"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Weitong Ou","raw_affiliation_strings":["Shanghai Jiao Tong University, China"],"raw_orcid":"https://orcid.org/0000-0001-9088-621X","affiliations":[{"raw_affiliation_string":"Shanghai Jiao Tong University, China","institution_ids":["https://openalex.org/I183067930"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5100427434","display_name":"Bo Chen","orcid":"https://orcid.org/0000-0003-3750-2533"},"institutions":[{"id":"https://openalex.org/I2250955327","display_name":"Huawei Technologies (China)","ror":"https://ror.org/00cmhce21","country_code":"CN","type":"company","lineage":["https://openalex.org/I2250955327"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Bo Chen","raw_affiliation_strings":["Huawei Noah\u2019s Ark Lab, China","Huawei Noah's Ark Lab, China"],"raw_orcid":"https://orcid.org/0000-0003-3750-2533","affiliations":[{"raw_affiliation_string":"Huawei Noah\u2019s Ark Lab, China","institution_ids":["https://openalex.org/I2250955327"]},{"raw_affiliation_string":"Huawei Noah's Ark Lab, China","institution_ids":["https://openalex.org/I2250955327"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5012370987","display_name":"Xinyi Dai","orcid":"https://orcid.org/0000-0002-3351-5401"},"institutions":[{"id":"https://openalex.org/I183067930","display_name":"Shanghai Jiao Tong University","ror":"https://ror.org/0220qvk04","country_code":"CN","type":"education","lineage":["https://openalex.org/I183067930"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Xinyi Dai","raw_affiliation_strings":["Shanghai Jiao Tong University, China"],"raw_orcid":"https://orcid.org/0000-0002-3351-5401","affiliations":[{"raw_affiliation_string":"Shanghai Jiao Tong University, China","institution_ids":["https://openalex.org/I183067930"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5090720315","display_name":"Weinan Zhang","orcid":"https://orcid.org/0000-0002-0127-2425"},"institutions":[{"id":"https://openalex.org/I183067930","display_name":"Shanghai Jiao Tong University","ror":"https://ror.org/0220qvk04","country_code":"CN","type":"education","lineage":["https://openalex.org/I183067930"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Weinan Zhang","raw_affiliation_strings":["Shanghai Jiao Tong University, China"],"raw_orcid":"https://orcid.org/0000-0002-0127-2425","affiliations":[{"raw_affiliation_string":"Shanghai Jiao Tong University, China","institution_ids":["https://openalex.org/I183067930"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5101500385","display_name":"Weiwen Liu","orcid":"https://orcid.org/0000-0002-9148-3997"},"institutions":[{"id":"https://openalex.org/I2250955327","display_name":"Huawei Technologies (China)","ror":"https://ror.org/00cmhce21","country_code":"CN","type":"company","lineage":["https://openalex.org/I2250955327"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Weiwen Liu","raw_affiliation_strings":["Huawei Noah\u2019s Ark Lab, China","Huawei Noah's Ark Lab, China"],"raw_orcid":"https://orcid.org/0000-0002-9148-3997","affiliations":[{"raw_affiliation_string":"Huawei Noah\u2019s Ark Lab, China","institution_ids":["https://openalex.org/I2250955327"]},{"raw_affiliation_string":"Huawei Noah's Ark Lab, China","institution_ids":["https://openalex.org/I2250955327"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5054330014","display_name":"Ruiming Tang","orcid":"https://orcid.org/0000-0002-9224-2431"},"institutions":[{"id":"https://openalex.org/I2250955327","display_name":"Huawei Technologies (China)","ror":"https://ror.org/00cmhce21","country_code":"CN","type":"company","lineage":["https://openalex.org/I2250955327"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Ruiming Tang","raw_affiliation_strings":["Huawei Noah\u2019s Ark Lab, China","Huawei Noah's Ark Lab, China"],"raw_orcid":"https://orcid.org/0000-0002-9224-2431","affiliations":[{"raw_affiliation_string":"Huawei Noah\u2019s Ark Lab, China","institution_ids":["https://openalex.org/I2250955327"]},{"raw_affiliation_string":"Huawei Noah's Ark Lab, China","institution_ids":["https://openalex.org/I2250955327"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5001571390","display_name":"Yong Yu","orcid":"https://orcid.org/0000-0003-0281-8271"},"institutions":[{"id":"https://openalex.org/I183067930","display_name":"Shanghai Jiao Tong University","ror":"https://ror.org/0220qvk04","country_code":"CN","type":"education","lineage":["https://openalex.org/I183067930"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Yong Yu","raw_affiliation_strings":["Shanghai Jiao Tong University, China"],"raw_orcid":"https://orcid.org/0000-0003-0281-8271","affiliations":[{"raw_affiliation_string":"Shanghai Jiao Tong University, China","institution_ids":["https://openalex.org/I183067930"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":5.4335,"has_fulltext":false,"cited_by_count":29,"citation_normalized_percentile":{"value":0.95328898,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":99,"max":100},"biblio":{"volume":"18","issue":"3","first_page":"1","last_page":"31"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9994999766349792,"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"}},"topics":[{"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"}},{"id":"https://openalex.org/T11182","display_name":"Auction Theory and Applications","score":0.998199999332428,"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/T12101","display_name":"Advanced Bandit Algorithms Research","score":0.9916999936103821,"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/bidding","display_name":"Bidding","score":0.9518879652023315},{"id":"https://openalex.org/keywords/real-time-bidding","display_name":"Real-time bidding","score":0.8471480011940002},{"id":"https://openalex.org/keywords/display-advertising","display_name":"Display advertising","score":0.719851016998291},{"id":"https://openalex.org/keywords/popularity","display_name":"Popularity","score":0.7051985263824463},{"id":"https://openalex.org/keywords/common-value-auction","display_name":"Common value auction","score":0.6997094750404358},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.6268059611320496},{"id":"https://openalex.org/keywords/operations-research","display_name":"Operations research","score":0.42975538969039917},{"id":"https://openalex.org/keywords/optimization-problem","display_name":"Optimization problem","score":0.4108853340148926},{"id":"https://openalex.org/keywords/data-science","display_name":"Data science","score":0.391907662153244},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.3800484538078308},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.3654589056968689},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.356416255235672},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.29719042778015137},{"id":"https://openalex.org/keywords/microeconomics","display_name":"Microeconomics","score":0.22889479994773865},{"id":"https://openalex.org/keywords/economics","display_name":"Economics","score":0.20791304111480713},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.20511934161186218},{"id":"https://openalex.org/keywords/engineering","display_name":"Engineering","score":0.15962019562721252},{"id":"https://openalex.org/keywords/algorithm","display_name":"Algorithm","score":0.08697405457496643}],"concepts":[{"id":"https://openalex.org/C9233905","wikidata":"https://www.wikidata.org/wiki/Q3276328","display_name":"Bidding","level":2,"score":0.9518879652023315},{"id":"https://openalex.org/C1525070","wikidata":"https://www.wikidata.org/wiki/Q2134714","display_name":"Real-time bidding","level":3,"score":0.8471480011940002},{"id":"https://openalex.org/C2777999536","wikidata":"https://www.wikidata.org/wiki/Q2399498","display_name":"Display advertising","level":4,"score":0.719851016998291},{"id":"https://openalex.org/C2780586970","wikidata":"https://www.wikidata.org/wiki/Q1357284","display_name":"Popularity","level":2,"score":0.7051985263824463},{"id":"https://openalex.org/C163239763","wikidata":"https://www.wikidata.org/wiki/Q5153637","display_name":"Common value auction","level":2,"score":0.6997094750404358},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6268059611320496},{"id":"https://openalex.org/C42475967","wikidata":"https://www.wikidata.org/wiki/Q194292","display_name":"Operations research","level":1,"score":0.42975538969039917},{"id":"https://openalex.org/C137836250","wikidata":"https://www.wikidata.org/wiki/Q984063","display_name":"Optimization problem","level":2,"score":0.4108853340148926},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.391907662153244},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.3800484538078308},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3654589056968689},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.356416255235672},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.29719042778015137},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.22889479994773865},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.20791304111480713},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.20511934161186218},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.15962019562721252},{"id":"https://openalex.org/C11413529","wikidata":"https://www.wikidata.org/wiki/Q8366","display_name":"Algorithm","level":1,"score":0.08697405457496643},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.0},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.0},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/3628603","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3628603","pdf_url":null,"source":{"id":"https://openalex.org/S41523882","display_name":"ACM Transactions on Knowledge Discovery from Data","issn_l":"1556-4681","issn":["1556-4681","1556-472X"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310319798","host_organization_name":"Association for Computing Machinery","host_organization_lineage":["https://openalex.org/P4310319798"],"host_organization_lineage_names":["Association for Computing Machinery"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"ACM Transactions on Knowledge Discovery from Data","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/9","display_name":"Industry, innovation and infrastructure","score":0.5699999928474426}],"awards":[{"id":"https://openalex.org/G1740426589","display_name":null,"funder_award_id":"62177033","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"},{"id":"https://openalex.org/G3554345598","display_name":null,"funder_award_id":"62076161","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"},{"id":"https://openalex.org/G7510592305","display_name":null,"funder_award_id":"62076161, and 62177033","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"}],"funders":[{"id":"https://openalex.org/F4320321001","display_name":"National Natural Science Foundation of China","ror":"https://ror.org/01h0zpd94"},{"id":"https://openalex.org/F4320322999","display_name":"Shanghai Jiao Tong University","ror":"https://ror.org/0220qvk04"}],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":111,"referenced_works":["https://openalex.org/W41554520","https://openalex.org/W52153049","https://openalex.org/W1483176838","https://openalex.org/W1558004581","https://openalex.org/W1965002555","https://openalex.org/W1969591148","https://openalex.org/W2021866613","https://openalex.org/W2029050771","https://openalex.org/W2029523065","https://openalex.org/W2031002853","https://openalex.org/W2059676477","https://openalex.org/W2060499200","https://openalex.org/W2073685064","https://openalex.org/W2073787051","https://openalex.org/W2077055010","https://openalex.org/W2107434174","https://openalex.org/W2111764152","https://openalex.org/W2145339207","https://openalex.org/W2149822245","https://openalex.org/W2173248099","https://openalex.org/W2188565685","https://openalex.org/W2266270420","https://openalex.org/W2290203315","https://openalex.org/W2295739661","https://openalex.org/W2508468814","https://openalex.org/W2513944453","https://openalex.org/W2530299800","https://openalex.org/W2532780566","https://openalex.org/W2534189265","https://openalex.org/W2548570154","https://openalex.org/W2562337727","https://openalex.org/W2578244715","https://openalex.org/W2582786437","https://openalex.org/W2604202871","https://openalex.org/W2723293840","https://openalex.org/W2743298179","https://openalex.org/W2745512453","https://openalex.org/W2770888277","https://openalex.org/W2783989358","https://openalex.org/W2788125442","https://openalex.org/W2788376840","https://openalex.org/W2809290718","https://openalex.org/W2809428593","https://openalex.org/W2884165914","https://openalex.org/W2885929946","https://openalex.org/W2892075429","https://openalex.org/W2945611146","https://openalex.org/W2950800870","https://openalex.org/W2952072798","https://openalex.org/W2952551358","https://openalex.org/W2953198391","https://openalex.org/W2962684874","https://openalex.org/W2962745591","https://openalex.org/W2962989965","https://openalex.org/W2963658727","https://openalex.org/W2963841569","https://openalex.org/W2963864421","https://openalex.org/W2964133879","https://openalex.org/W2964182926","https://openalex.org/W2965512832","https://openalex.org/W2973198305","https://openalex.org/W2987195113","https://openalex.org/W3003875435","https://openalex.org/W3012804701","https://openalex.org/W3032044946","https://openalex.org/W3035397484","https://openalex.org/W3035596828","https://openalex.org/W3041302646","https://openalex.org/W3042137118","https://openalex.org/W3082770737","https://openalex.org/W3091085714","https://openalex.org/W3094313370","https://openalex.org/W3098378121","https://openalex.org/W3099724660","https://openalex.org/W3099947523","https://openalex.org/W3100843508","https://openalex.org/W3101243714","https://openalex.org/W3101681922","https://openalex.org/W3103264295","https://openalex.org/W3103752844","https://openalex.org/W3105595718","https://openalex.org/W3106431444","https://openalex.org/W3123956618","https://openalex.org/W3164010067","https://openalex.org/W3166393923","https://openalex.org/W3166498172","https://openalex.org/W3167256053","https://openalex.org/W3168924277","https://openalex.org/W3168977780","https://openalex.org/W3170127813","https://openalex.org/W3170185124","https://openalex.org/W3175318851","https://openalex.org/W3176913318","https://openalex.org/W3186658519","https://openalex.org/W3209943551","https://openalex.org/W3211118950","https://openalex.org/W3213702890","https://openalex.org/W3213969863","https://openalex.org/W4205660969","https://openalex.org/W4230674069","https://openalex.org/W4237922950","https://openalex.org/W4282813721","https://openalex.org/W4294576339","https://openalex.org/W4300672471","https://openalex.org/W4306317496","https://openalex.org/W4311415873","https://openalex.org/W4385565986","https://openalex.org/W6628927740","https://openalex.org/W6686916002","https://openalex.org/W6693392043","https://openalex.org/W6780397588"],"related_works":["https://openalex.org/W1995388959","https://openalex.org/W2147694495","https://openalex.org/W1984203460","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"],"abstract_inverted_index":{"Real-Time":[0],"Bidding":[1],"(RTB)":[2],"is":[3,16,41],"one":[4],"of":[5,10,50,57,98,123,136,164,203,209],"the":[6,23,37,48,54,58,66,95,120,124,131,145,157,204],"most":[7,78,135],"important":[8],"forms":[9,163],"online":[11],"advertising,":[12],"where":[13,134],"an":[14,30,62],"auction":[15,39],"hosted":[17],"in":[18,34,65,140,148,182,190,212],"real":[19],"time":[20],"to":[21,28,36,127],"sell":[22],"individual":[24],"ad":[25,100],"impression.":[26],"How":[27],"design":[29,90],"automated":[31],"bidding":[32,88,158,165,181],"strategy":[33,89,159],"response":[35],"dynamic":[38],"environment":[40],"crucial":[42],"for":[43,112],"improving":[44],"user":[45],"experience,":[46],"protecting":[47],"interests":[49],"advertisers,":[51],"and":[52,105,167,198,206],"promoting":[53],"long-term":[55],"development":[56],"advertising":[59],"platform.":[60],"As":[61],"exciting":[63],"topic":[64],"real-world":[67],"industry,":[68],"it":[69],"has":[70],"attracted":[71],"great":[72],"research":[73],"interest":[74],"from":[75],"several":[76],"disciplines,":[77],"notably":[79],"data":[80],"science.":[81],"There":[82],"have":[83,186],"been":[84],"abundant":[85],"studies":[86],"on":[87,94,130],"which":[91,185],"are":[92,138,171],"based":[93],"large":[96],"volume":[97],"historical":[99],"requests.":[101],"Despite":[102],"its":[103],"popularity":[104],"significance,":[106],"few":[107],"works":[108,126],"provide":[109],"a":[110,177],"summary":[111],"bid":[113,210],"optimization.":[114],"In":[115],"this":[116,194],"survey,":[117,195],"we":[118,174],"present":[119],"latest":[121],"overview":[122],"recent":[125,191],"shed":[128],"light":[129],"optimization":[132,146,169,211],"techniques":[133,170],"them":[137],"validated":[139],"practice.":[141],"We":[142],"first":[143],"explore":[144],"problem":[147],"different":[149,154],"works,":[150],"explaining":[151],"how":[152],"these":[153],"settings":[155],"affect":[156],"designs.":[160],"Then,":[161],"some":[162],"functions":[166],"specific":[168],"illustrated.":[172],"Further,":[173],"specifically":[175],"discuss":[176],"new":[178],"trend":[179],"about":[180],"first-price":[183],"auctions,":[184],"gradually":[187],"become":[188],"popular":[189],"years.":[192],"From":[193],"both":[196],"practitioners":[197],"researchers":[199],"can":[200],"gain":[201],"insights":[202],"challenges":[205],"future":[207],"prospects":[208],"RTB.":[213]},"counts_by_year":[{"year":2026,"cited_by_count":4},{"year":2025,"cited_by_count":14},{"year":2024,"cited_by_count":11}],"updated_date":"2026-07-15T18:14:33.161393","created_date":"2025-10-10T00:00:00"}
