Research map / Bandits and online learning / Online convex optimization and games
Lift-Based Bidding in Ad Selection
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Measured effects reported in the paper
| What was changed | Where | Measured | Effect |
|---|---|---|---|
| bid on predicted AR lift instead of absolute AR | RTB bidder (GBDT AR model) · 5 pilot advertiser A/B tests | action lift vs passive: 11.2% -> 28.7% (Adv 1); 19.6% -> 47.8% (Adv 5) | Helped |
| bid on AR lift instead of absolute AR | RTB bidder · 5 pilot advertisers | DSP inventory cost at equal attributions: +1.2% to +37.8% | Hurt |
| bid on AR lift instead of absolute AR | RTB bidder · 5 pilot advertisers | cost per impression: -3.6% to -16.5% | Helped |
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