Rtb Papers

A collection of research and survey papers of real-time bidding (RTB) based display advertising techniques.
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Paper Collection of Real-Time Bidding

This is a collection of research and review papers of real-time bidding (RTB) based display advertising techniques. The sharing principle of these references here is for research. If any authors do not want their paper to be listed here, please feel free to contact Weinan Zhang.

You are more than welcome to update this list!
If you find a paper about RTB techniques or review which is not listed here, please

  • fork this repository, add it and merge back;
  • or email Weinan Zhang (wnzhang [AT] sjtu.edu.cn);
  • or report an issue here.



Review Papers

Demand-Side Platform (DSP) Techniques

CTR/CVR Estimation

Bid Landscape

Bidding Strategies

Budget Pacing & Frequency/Recency Capping

Fraud Detection

Market Segmentation

Supply-Side Platform (SSP) Techniques

Data Management Platform (DMP) Techniques

Conversion Attribution

Ad Exchanges, Mechanisms and Game Theory



Datasets and Benchmarking

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