Statistical plant modeling and simulation in online advertising

We propose a plant modeling and simulation methodology for ad exchanges that supports systematic design of feedback controllers, and that enables analysis and simulation-based evaluation of candidate feedback controllers. The methodology is a bottom-up technique that considers the market clearing me...

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Bibliographic Details
Main Authors: Mardanlou, Vahid, Karlsson, Niklas, Guo, Jiaxing
Format: Conference Proceeding
Language:English
Subjects:
Adaptive control
Advertising
Analytical models
Computational modeling
Hidden Markov models
Internet
Optimization
Online Access:Request full text
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Summary:We propose a plant modeling and simulation methodology for ad exchanges that supports systematic design of feedback controllers, and that enables analysis and simulation-based evaluation of candidate feedback controllers. The methodology is a bottom-up technique that considers the market clearing mechanism and is based on statistical modeling of performance, performance estimates, competitive bids, and impression supply volume on different inventory segments. The modeling approach is developed in the context of cost control, but can easily be extended beyond that particular objective.
ISSN:2378-5861
DOI:10.23919/ACC.2017.7963275