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Books/Monographs

• Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting by Jun Wang, Weinan Zhang and Shuai Yuan. ArXiv 2016.

Tutorials

• Learning, Prediction and Optimisation in RTB Display Advertising by Weinan Zhang and Jian Xu. CIKM 2016.
• Real-Time Bidding based Display Advertising: Mechanisms and Algorithms by Jun Wang, Shuai Yuan and Weinan Zhang. ECIR 2016.
• Real-Time Bidding: A New Frontier of Computational Advertising Research by Shuai Yuan and Jun Wang. WSDM 2015.
• Research Frontier of Real-Time Bidding based Display Advertising by Weinan Zhang. Beijing 2015.

Review Papers

• A Survey on Real Time Bidding Advertising by Yong Yuan. Service Operations and Logistics 2014.
• Real-time Bidding for Online Advertising: Measurement and Analysis by Shuai Yuan, Jun Wang, Xiaoxue Zhao. ADKDD 2013.
• Ad Exchanges: Research Issues by S. Muthukrishnan. Internet and network economics 2009.

Demand-Side Platform (DSP) Techniques

CTR/CVR Estimation

• A Nonparametric Delayed Feedback Model for Conversion Rate Prediction by Yuya Yoshikawa and Yusaku Imai. ArXiv 2018.
• Robust Factorization Machines for User Response Prediction by Surabhi Punjabi and Priyanka Bhatt. WWW 2018.
• Field-weighted Factorization Machines for Click-Through Rate Prediction in Display Advertising by Junwei Pan et al. WWW 2018.
• Deep & Cross Network for Ad Click Predictions by Ruoxi Wang et al. ADKDD & TargetAd 2017.
• Ranking and Calibrating Click-Attributed Purchases in Performance Display Advertising by Sougata Chaudhuri et al. ADKDD 2017.
• A Practical Framework of Conversion Rate Prediction for Online Display Advertising by Quan Lu et al. ADKDD 2017.
• An Ensemble-Based Approach to Click-Through Rate Prediction for Promoted Listings at Etsy by Kamelia Aryafar et al. ADKDD 2017.
• Deep Interest Network for Click-Through Rate Prediction by Guorui Zhou et al. ArXiv 2017.
• DeepFM: A Factorization-Machine based Neural Network for CTR Prediction by Huifeng Guo et al. IJCAI 2017
• Learning Piece-wise Linear Models from Large Scale Data for Ad Click Prediction by Kun Gai, Xiaoqiang Zhu, Han Li, et al. Arxiv 2017.
• SEM: A Softmax-based Ensemble Model for CTR Estimation in Real-Time Bidding Advertising by Wen-Yuan Zhu et al. BigComp 2017.
• Neural Feature Embedding for User Response Prediction in Real-Time Bidding (RTB) by Enno Shioji, Masayuki Arai. ArXiv 2017.
• Field-aware Factorization Machines in a Real-world Online Advertising System by Yuchin Juan, Damien Lefortier, Olivier Chapelle. ArXiv 2017.
• Product-based Neural Networks for User Response Prediction by Yanru Qu et al. ICDM 2016.
• Sparse Factorization Machines for Click-through Rate Prediction by Zhen Pan et al. ICDM 2016.
• Deep CTR Prediction in Display Advertising by Junxuan Chen et al. MM 2016.
• Bid-aware Gradient Descent for Unbiased Learning with Censored Data in Display Advertising by Weinan Zhang, Tianxiong Zhou, Jun Wang, Jian Xu. KDD 2016.
• Large Scale CVR Prediction through Dynamic Transfer Learning of Global and Local Features by Hongxia Yang et al. BIGMINE 2016.
• Predicting ad click-through rates via feature-based fully coupled interaction tensor factorization by Lili Shan, Lei Lin, Chengjie Sun, Xiaolong Wang. Electronic Commerce Research and Applications 2016.
• Simple and Scalable Response Prediction for Display Advertising by Olivier Chapelle Criteo, Eren Manavoglu, Romer Rosales. ACM TIST 2014.
• Cost-sensitive Learning for Utility Optimization in Online Advertising Auctions by Flavian Vasile, Damien Lefortier, Olivier Chapelle. Extension under-review of the paper presented at the Workshop on E-Commerce, NIPS 2015.
• User Response Learning for Directly Optimizing Campaign Performance in Display Advertising by Kan Ren, Weinan Zhang, Yifei Rong, Haifeng Zhang, Yong Yu, Jun Wang. CIKM 2016.
• A Convolutional Click Prediction Model by Qiang Liu, Feng Yu, Shu Wu, Liang Wang. CIKM 2015.
• Factorization Machines with Follow-The-Regularized-Leader for CTR prediction in Display Advertising by Anh-Phuong Ta. BigData 2015.
• Deep Learning over Multi-field Categorical Data: A Case Study on User Response Prediction by Weinan Zhang, Tianming Du, Jun Wang. ECIR 2016.
• Offline Evaluation of Response Prediction in Online Advertising Auctions by Olivier Chapelle. WWW 2015.
• Predicting Response in Mobile Advertising with Hierarchical Importance-Aware Factorization Machine by Richard J. Oentaryo et al. WSDM 2014.
• Scalable Hierarchical Multitask Learning Algorithms for Conversion Optimization in Display Advertising by Amr Ahmed et al. WSDM 2014.
• Estimating Conversion Rate in Display Advertising from Past Performance Data by Kuang-chih Lee et al. KDD 2012.
• Scalable Hands-Free Transfer Learning for Online Advertising by Brian Dalessandro et al. KDD 2014.
• Evaluating and Optimizing Online Advertising: Forget the click, but there are good proxies by Brian Dalessandro et al. SSRN 2012.
• Modeling Delayed Feedback in Display Advertising by Olivier Chapelle. KDD 2014.
• Ad Click Prediction: a View from the Trenches by H. Brendan McMahan. KDD 2013.
• Practical Lessons from Predicting Clicks on Ads at Facebook by Xinran He et al. ADKDD 2014.

Bid Landscape

• Deep Landscape Forecasting for Real-time Bidding Advertising by Kan Ren, et al. KDD 2019.
• Deep Censored Learning of the Winning Price in the Real Time Bidding by Wush Wu, et al. KDD 2018.
• Predicting Winning Price in Real Time Bidding with Censored Data by Wush Chi-Hsuan Wu, Mi-Yen Yeh, Ming-Syan Chen. KDD 2015.
• Handling Forecast Errors While Bidding for Display Advertising by Kevin J. Lang, Benjamin Moseley, Sergei Vassilvitskii. WWW 2012.
• Bid Landscape Forecasting in Online Ad Exchange Marketplace by Ying Cui et al. KDD 2011.
• Functional Bid Landscape Forecasting for Display Advertising by Yuchen Wang et al. ECML-PKDD 2016.

Bidding Strategies

• Recurrent Neural Networks for Stochastic Control in Real-Time Bidding by Nicolas Grislain et al. KDD 2019.
• Optimal Bidding Strategy for Brand Advertising by Takanori Maehara et al. IJCAI 2018.
• Bidding Machine: Learning to Bid for Directly Optimizing Profits in Display Advertising by Kan Ren et al. TKDE 2018.
• Budget Constrained Bidding by Model-free Reinforcement Learning in Display Advertising by Di Wu et al. ArXiv 2018.
• Real-Time Bidding with Multi-Agent Reinforcement Learning in Display Advertising by Junqi Jin et al. ArXiv 2018.
• Deep Reinforcement Learning for Sponsored Search Real-time Bidding by Jun Zhao et al. ArXiv 2018.
• LADDER: A Human-Level Bidding Agent for Large-Scale Real-Time Online Auctions by Yu Wang et al. ArXiv 2017.
• Improving Real-Time Bidding Using a Constrained Markov Decision Process by Manxing Du et al. ADMA 2017.
• Attribution Modeling Increases Efficiency of Bidding in Display Advertising by Eustache Diemert et al. ADKDD 2017.
• Profit Maximization for Online Advertising Demand-Side Platforms by Paul Grigas et al. ArXiv 2017.
• Real-Time Bidding by Reinforcement Learning in Display Advertising by Han Cai et al. WSDM 2017.
• Managing Risk of Bidding in Display Advertising by Haifeng Zhang et al. WSDM 2017.
• Optimized Cost per Click in Taobao Display Advertising by Han Zhu et al. ArXiv 2017.
• Combining Powers of Two Predictors in Optimizing Real-Time Bidding Strategy under Constrained Budget by Chi-Chun Lin et al. CIKM 2016.
• Joint Optimization of Multiple Performance Metrics in Online Video Advertising by Sahin Cem Geyik et al. KDD 2016.
• Optimal Real-Time Bidding for Display Advertising by Weinan Zhang. PhD Thesis 2016.
• Bid-aware Gradient Descent for Unbiased Learning with Censored Data in Display Advertising by Weinan Zhang, Tianxiong Zhou, Jun Wang, Jian Xu. KDD 2016.
• Lift-Based Bidding in Ad Selection by Jian Xu et al. AAAI 2016.
• Feedback Control of Real-Time Display Advertising by Weinan Zhang et al. WSDM 2016.
• Optimal Real-Time Bidding Strategies by Joaquin Fernandez-Tapia, Olivier Guéant, Jean-Michel Lasry. ArXiv 2015.
• Programmatic Buying Bidding Strategies with Win Rate and Winning Price Estimation in Real Time Mobile Advertising by Xiang Li and Devin Guan. PAKDD 2014.
• Statistical modeling of Vickrey auctions and applications to automated bidding strategies by Joaquin Fernandez-Tapia. Working paper.
• Statistical Arbitrage Mining for Display Advertising by Weinan Zhang, Jun Wang. KDD 2015.
• Real-Time Bidding rules of thumb: analytically optimizing the programmatic buying of ad-inventory by Joaquin Fernandez-Tapia. SSRN 2015.
• Optimal Real-Time Bidding for Display Advertising by Weinan Zhang, Shuai Yuan, Jun Wang. KDD 2014.
• Bid Optimizing and Inventory Scoring in Targeted Online Advertising by Claudia Perlich et al. KDD 2012.
• Real-Time Bidding Algorithms for Performance-Based Display Ad Allocation by Ye Chen et al. KDD 2011.

Budget Pacing & Frequency/Recency Capping

• Exploring Optimal Frequency Caps in Real Time Bidding Advertising by Rui Qin et al. SocialCom 2016.
• Research on the Frequency Capping Issue in RTB Advertising：A Computational Experiment Approach by Rui Qin et al. CAC 2015.
• From 0.5 Million to 2.5 Million: Efficiently Scaling up Real-Time Bidding by Jianqian Shen et al. ICDM 2015.
• Smart Pacing for Effective Online Ad Campaign Optimization by Jian Xu et al. KDD 2015.
• An analytical solution to the budget-pacing problem in programmatic advertising by Joaquin Fernandez-Tapia. Working paper.
• Adaptive Targeting for Online Advertisement by Andrey Pepelyshev, Yuri Staroselskiy, Anatoly Zhigljavsky. Machine Learning, Optimization, and Big Data 2015.
• Real Time Bid Optimization with Smooth Budget Delivery in Online Advertising by Kuang-Chih Lee, Ali Jalali, Ali Dasdan. ADKDD 2013.
• Budget Pacing for Targeted Online Advertisements at LinkedIn by Deepak Agarwal et al. KDD 2014.
• Frequency Capping in Online Advertising by Niv Buchbinder et al. WADS 2011.
• Adaptive bidding for display advertising by Ghosh, A., Rubinstein, B. I, Vassilvitskii, S., and Zinkevich, M. 2009

Fraud Detection

• Independent Auditing of Online Display Advertising Campaigns by Patricia Callejo et al. HotNets 2016.
• Using Co-Visitation Networks For Classifying Non-Intentional Traffic by Ori Stitelman et al. Dstillery 2013.
• Impression Fraud in On-line Advertising via Pay-Per-View Networks by Kevin Springborn, Paul Barford. USENIX Security Symposium 2013.
• Understanding Fraudulent Activities in Online Ad Exchanges by Brett Stone-Grosset et al. IMC 2011.

Market Segmentation

• Optimizing the Segmentation Granularity for RTB Advertising Markets with a Two-stage Resale Model By Rui Qin et al. SMC 2016.
• Optimizing Market Segmentation Granularity in RTB Advertising: A Computational Experimental Study by Rui Qin et al. SocialCom 2016.
• Analyzing the Segmentation Granularity of RTB Advertising Markets：A Computational Experiment Approach by Rui Qin et al. SMP 2015.

Supply-Side Platform (SSP) Techniques

• Learning Algorithms for Second-Price Auctions with Reserve by Mehryar Mohri and Andres Munoz Medina. JMLR 2016.
• Optimal Reserve Prices in Upstream Auctions: Empirical Application on Online Video Advertising by Miguel Angel Alcobendas, Sheide Chammas and Kuang-chih Lee. KDD 2016.
• Optimal Allocation of Ad Inventory in Real-Time Bidding Advertising Markets by Juanjuan Li et al. SMC 2016.
• A Dynamic Pricing Model for Unifying Programmatic Guarantee and Real-Time Bidding in Display Advertising by Bowei Chen, Shuai Yuan and Jun Wang. ADKDD 2014.
• An Empirical Study of Reserve Price Optimisation in Real-Time Bidding by Shuai Yuan et al. KDD 2014.
• Information Disclosure in Real-Time Bidding Advertising Markets by Juanjuan Li, Yong Yuan, Rui Qin. SOLI 2014.

Data Management Platform (DMP) Techniques

• A Sub-linear, Massive-scale Look-alike Audience Extension System
  by Qiang Ma, Musen Wen, Zhen Xia, Datong Chen. KDD 2016 / PMLR 2016
• Audience Expansion for Online Social Network Advertising by Haishan Liu et al. KDD 2016.
• Implicit Look-alike Modelling in Display Ads: Transfer Collaborative Filtering to CTR by Weinan Zhang, Lingxi Chen, Jun Wang. ECIR 2016.
• Pleasing the advertising oracle: Probabilistic prediction from sampled, aggregated ground truth by Melinda Han Williams et al. ADKDD 2014.
• Focused matrix factorization for audience selection in display advertising by Kanagal B et al. ICDE 2013.

Conversion Attribution

• Learning Multi-touch Conversion Attribution with Dual-attention Mechanisms for Online Advertising by Kan Ren, Yuchen Fang, Weinan Zhang, et al. CIKM 2018.
• Additional Multi-Touch Attribution for Online Advertising by Wendi Ji, et al. AAAI 2017.
• Multi-Touch Attribution in Online Advertising with Survival Theory by Ya Zhang, Yi Wei, and Jianbiao Ren. ICDM 2014.
• Multi-Touch Attribution Based Budget Allocation in Online Advertising by Sahin Cem Geyik, Abhishek Saxena, Ali Dasdan. ADKDD 2014.
• Causally Motivated Attribution for Online Advertising. by Brian Dalessandro et al. ADKDD 2012.
• Data-driven Multi-touch Attribution Models. by Xuhui Shao, Lexin Li. KDD 2011.

Ad Exchanges, Mechanisms and Game Theory

• Truthfulness with Value-Maximizing Bidders: On the Limits of Approximation in Combinatorial Markets by Salman Fadaei and Martin Bichler. EJOR 2016.
• Repeated Auctions with Budgets in Ad Exchanges: Approximations and Design by Santiago R. Balseiro, Omar Besbesy, Gabriel Y. Weintraub. Management Science 2015.
• Ad Exchange: Intention Driven Auction Mechanisms for Mediating Between Publishers and Advertisers by Rina Azoulay, Esther David. WI/IAT 2015.
• Pricing Externalities in Real-Time Bidding Markets by Joseph Reisinger, Michael Driscoll. Machine Learning in Online Advertising.
• Competition between Demand-Side Intermediaries in Ad Exchanges by Lampros C. Stavrogiannis. PhD Thesis 2014.
• Auction Mechanisms for Demand-Side Intermediaries in Online Advertising Exchanges by Lampros C. Stavrogiannis, Enrico H. Gerding, Maria Polukarov. AMMAS 2014.
• Optimal Revenue-Sharing Double Auctions with Applications to Ad Exchanges by Renato Gomes, Vahab Mirrokni. WWW 2014.
• Competition and Yield Optimization in Ad Exchanges by Santiago R. Balseiro. PhD Thesis 2013.
• Selective Call Out and Real Time Bidding by Tanmoy Chakraborty. WINE 2010.

Privacy

• Selling Off Privacy at Auction by Lukasz Olejnik, Tran Minh-Dung, Claude Castelluccia. NDSS 2014.
• Network Analysis of Third Party Tracking: User Exposure to Tracking Cookies through Search by Richard Gomer et al. WI 2013.

Systems

• Finding Needle in a Million Metrics: Anomaly Detection in a Large-scale Computational Advertising Platform by Bowen Zhou, Shahriar Shariat. TargetAd 2016.

Datasets and Benchmarking

• YOYI RTB datasets (with bidding information) by Kan Ren and Yifei Rong et al. CIKM 2016.
• iPinYou Global RTB Bidding Algorithm Competition Dataset by Hairen Liao et al. ADKDD 2014.
• Real-Time Bidding Benchmarking with iPinYou Dataset by Weinan Zhang et al. ArXiv 2014.
• Criteo Dataset for Product Recommendation / Counterfactual Learning by Damien Lefortier et al. What If workshop NIPS 2016.
• Criteo Conversion Logs Dataset by Criteo Labs.
• Criteo Terabyte Click Logs by Criteo Labs.
• Avazu Click Prediction by Avazu.