Profit Maximization for Online Advertising Demand-Side Platforms

6 Jun 2017Paul GrigasAlfonso LobosZheng WenKuang-chih Lee

We develop an optimization model and corresponding algorithm for the management of a demand-side platform (DSP), whereby the DSP aims to maximize its own profit while acquiring valuable impressions for its advertiser clients. We formulate the problem of profit maximization for a DSP interacting with ad exchanges in a real-time bidding environment in a cost-per-click/cost-per-action pricing model... (read more)

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