Xiang Chen

Xiang Chen

Real-time bidding (RTB) has become a new norm in display advertising where a publisher uses auction models to sell online user's page view to advertisers. In RTB, the ad with the highest bid price will be displayed to the user. This ad displaying process is biased towards the publisher. In fact, the benefits of the advertiser and the user have been rarely discussed. Towards the global optimization, we argue that all stakeholders' benefits should be considered. To this end, we propose a novel computation framework where multimedia techniques and auction theory are integrated. This doctoral research mainly focus on 1) figuring out the multimedia metrics that affect the effectiveness of online advertising; 2) integrating the discovered metrics into the RTB framework. We have presented some preliminary results and discussed the future directions.

Xiang Chen, Bowei Chen, Mohan Kankanhalli

In display advertising, users' online ad experiences are important for the advertising effectiveness. However, users have not been well accommodated in real-time bidding (RTB). This further influences their site visits and perception of the displayed banner ads. In this paper, we propose a novel computational framework which brings multimedia metrics, like the contextual relevance, the visual saliency and the ad memorability into RTB to improve the users' ad experiences as well as maintain the benefits of the publisher and the advertiser. We aim at developing a vigorous ecosystem by optimizing the trade-offs among all stakeholders. The framework considers the scenario of a webpage with multiple ad slots. Our experimental results show that the benefits of the advertiser and the user can be significantly improved if the publisher would slightly sacrifice his short-term revenue. The improved benefits will increase the advertising requests (demand) and the site visits (supply), which can further boost the publisher's revenue in the long run.