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A Practical Guide to Budget Pacing Algorithms in Digital Advertising
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A typical real-time ad-serving funnel comprises ad targeting, conversion modeling (e.g., click-through rate prediction), budget pacing (bidding), and auction processes. While there is a wealth of research and articles on ad targeting and conversion modeling, budget pacing,a crucial component,lacks a systematic treatment specifically tailored for engineers in existing literature. This book aims to provide engineers with a practical yet relatively comprehensive introduction to budget pacing algorithms within the digital advertising domain.
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Cited by 2 Pith papers
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