The most significant progress in recent years in online display advertisingis what is known as the Real-Time Bidding (RTB) mechanism to buy and sell ads.RTB essentially facilitates buying an individual ad impression in real timewhile it is still being generated from a user's visit. RTB not only scales upthe buying process by aggregating a large amount of available inventoriesacross publishers but, most importantly, enables direct targeting of individualusers. As such, RTB has fundamentally changed the landscape of digitalmarketing. Scientifically, the demand for automation, integration andoptimisation in RTB also brings new research opportunities in informationretrieval, data mining, machine learning and other related fields. In thismonograph, an overview is given of the fundamental infrastructure, algorithms,and technical solutions of this new frontier of computational advertising. Thecovered topics include user response prediction, bid landscape forecasting,bidding algorithms, revenue optimisation, statistical arbitrage, dynamicpricing, and ad fraud detection.
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