Simultaneous Advertiser Profit and Ad Platform Revenue Maximization in Programmatic Advertising via Feedback Control.
Niklas KarlssonPublished in: ACC (2022)
Keyphrases
- feedback control
- sponsored search
- display advertising
- online advertising
- closed loop
- search engine
- budget constraints
- contextual advertising
- click through rate
- adaptive control
- optimal control
- advertising campaigns
- click prediction
- behavioral targeting
- fractional order
- open loop
- sponsored search auctions
- autonomous control
- real time
- feedback controller
- pay per click
- search advertising
- linear time invariant
- click models
- user experience
- user behavior
- control system
- web pages
- keywords
- social welfare
- control scheme
- dynamic programming
- path planning