Maximization of advertisers' pro t in AdNetwork using intrinsic value of conversion

DOI

Bibliographic Information

Other Title
  • アドネットワークにおける内的コンバージョン価値を用いた広告主利益の最大化モデル

Abstract

<p>CPA(Cost Per Acquisition) is a crucial indicator for internet advertising. Generally, ad serving systems accept target CPA for advertising campaigns, and systems adjust bid prices according to their target CPA. But, when inputted target CPA are too low, advertisers will not be able to get enough conversions. In contrast, when target CPA are too high, advertising costs will be too high. In this study, we aim to construct a model to optimize advetisers' profits. At first, we expressed the nonliniality between prices and conversions using Poisson regression model. Next, we derived a model to maximize advertisers' profits. And then we investigated the behavior of the model by evaluating profits of advertisers and media.</p>

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Keywords

Details 詳細情報について

  • CRID
    1390564238097633792
  • NII Article ID
    130007658723
  • DOI
    10.11517/pjsai.jsai2019.0_4b3j303
  • Text Lang
    ja
  • Data Source
    • JaLC
    • CiNii Articles
  • Abstract License Flag
    Disallowed

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