Instruct: Identify the main and secondary category of Arxiv papers based on the titles and abstracts
Query: Lift-Based Bidding in Ad Selection   Real-time bidding (RTB) has become one of the largest online advertising
markets in the world. Today the bid price per ad impression is typically
decided by the expected value of how it can lead to a desired action event
(e.g., registering an account or placing a purchase order) to the advertiser.
However, this industry standard approach to decide the bid price does not
consider the actual effect of the ad shown to the user, which should be
measured based on the performance lift among users who have been or have not
been exposed to a certain treatment of ads. In this paper, we propose a new
bidding strategy and prove that if the bid price is decided based on the
performance lift rather than absolute performance value, advertisers can
actually gain more action events. We describe the modeling methodology to
predict the performance lift and demonstrate the actual performance gain
through blind A/B test with real ad campaigns in an industry-leading
Demand-Side Platform (DSP). We also discuss the relationship between
attribution models and bidding strategies. We prove that, to move the DSPs to
bid based on performance lift, they should be rewarded according to the
relative performance lift they contribute.

16
The categories of this paper are: stat
19
The categories of this paper are: eess
24
The categories of this paper are: dg-ga
31
The categories of this paper are: ao-sci
29
The categories of this paper are: funct-an
2
The categories of this paper are: math
21
The categories of this paper are: adap-org
34
The categories of this paper are: chem-ph
32
The categories of this paper are: atom-ph
9
The categories of this paper are: nlin
35
The categories of this paper are: mtrl-th
17
The categories of this paper are: q-fin
12
The categories of this paper are: nucl-th
7
The categories of this paper are: hep-th
13
The categories of this paper are: quant-ph
26
The categories of this paper are: bayes-an