The DOI matches its Crossref record, with a small difference in title or year; 4 of the 5 references it cites were found in a registry or an index.
Targeted advertising with inventory management
Open accessAbstract
Companies that maintain web sites can make considerable revenue through advertising, and consequently attracting advertisers has become an important and competitive endeavor.A property that can attract advertisers is high clickthrough rates; and therefore companies can bene t from delivery systems that serve advertisements selectively to those visitors most likely to click.In order to satisfy contractual obligations, however, these systems must simultaneously perform inventory management.For example, if a company has agreed to serve a certain number of a particular advertisement, it must do so regardless of how likely it is to be clicked.In this paper, we describe how t o u s e a linear program to identify a schedule, based on known attributes of each visitor, that maximizes the expected number of clicks give n a l l o f t h e i n ventory-management constraints.We present experimental results using real data that demonstrate that a delivery schedule from our system realizes more clicks than a schedule that was hand constructed.
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The two-model uplift approach only appears to apply to the simplest of cases.
“Therefore, this approach only appears to apply to the simplest of cases [38]”
From Why you should stop predicting customer churn and start using uplift models (2021) · cites this paper as [38]
Section 2 describes a two-phase advertising-scheduling method, not a two-model uplift approach. Section 4 discusses extensions to that scheduling method, but neither section assesses whether two-model uplift applies only to simple cases. Searches for two-model uplift and its claimed limitation found no passage addressing the point. (LLM, conf=0.76)
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Cites
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1 of the 5 references couldn’t be matched to a known paper.
Research works printed but not linked: 4
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Metadata
- Authors
- Chickering, D. M., & Heckerman, D.
- Affiliations
- Microsoft (United States) (US)
- ORCID
- Heckerman, David
- Venue
- Proceedings of the 2nd ACM conference on Electronic commerce
- Publisher
- ACM
- Published
- 2000-10-17
- Pages
- 145-149
- OpenAlex
- W1972566533
- Cited by
- 27
- References
- 5
- Citations by year
- 2024: 1 · 2018: 1 · 2017: 1 · 2016: 3 · 2015: 1 · 2014: 1 · 2012: 1
- FWCI
- 4.75
- Type
- conference paper
- Language
- en
- Open access
- bronze
- doi.org
- Locations
- ACM Conference on Electronic Commerce (EC) (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Management Science and Operations Research › Supply Chain and Inventory Management
- Physical Sciences › Computer Science › Information Systems › Recommender Systems and Techniques
- Physical Sciences › Mathematics › Theoretical Computer Science › Optimization and Search Problems
- Keywords
- targeted advertising, online advertising, inventory management, click-through rate, linear programming
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