Multi-Touch Attribution Based Budget Allocation in Online Advertising

24 Feb 2015Sahin Cem GeyikAbhishek SaxenaAli Dasdan

Budget allocation in online advertising deals with distributing the campaign (insertion order) level budgets to different sub-campaigns which employ different targeting criteria and may perform differently in terms of return-on-investment (ROI). In this paper, we present the efforts at Turn on how to best allocate campaign budget so that the advertiser or campaign-level ROI is maximized... (read more)

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