ADVERTISING BIDDING OPTIMIZATION BY TARGETING BASED ON SELF-LEARNING DATABASE
Roman Kvуetnyy
rkvetny@sprava.netVinnytsia National Technical University (Ukraine)
https://orcid.org/0000-0002-9192-9258
Yuriy Bunyak
Spilna Sprava Company (Ukraine)
https://orcid.org/0000-0002-0862-880X
Olga Sofina
Vinnytsia National Technical University (Ukraine)
https://orcid.org/0000-0003-3774-9819
Oleksandr Kaduk
Vinnytsia National Technical University (Ukraine)
https://orcid.org/0009-0001-2388-9813
Orken Mamyrbayev
Institute of Information and Computational Technologies of the Kazakh National Technical University named after K. I. Satbayev (Kazakhstan)
https://orcid.org/0000-0001-8318-3794
Vladyslav Baklaiev
Taras Shevchenko National University of Kyiv (Ukraine)
https://orcid.org/0009-0008-5767-6964
Bakhyt Yeraliyeva
M. Kh. Dulaty Taraz Regional University (Kazakhstan)
https://orcid.org/0000-0002-8680-7694
Abstract
The method of targeting advertising on Internet sites based on a structured self-learning database is considered. The database accumulates data on previously accepted requests to display ads from a closed auction, data on participation in the auction and the results of displaying ads – the presence of a click and product installation. The base is structured by streams with features – site, place, price. Each such structural stream has statistical properties that are much simpler compared to the general ad impression stream, which makes it possible to predict the effectiveness of advertising. The selection of bidding requests only promising in terms of the result allows to reduce the cost of displaying advertising.
Keywords:
advertising bidding, targeting, targeted advertising, click predictionReferences
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Authors
Roman Kvуetnyyrkvetny@sprava.net
Vinnytsia National Technical University Ukraine
https://orcid.org/0000-0002-9192-9258
Authors
Olga SofinaVinnytsia National Technical University Ukraine
https://orcid.org/0000-0003-3774-9819
Authors
Oleksandr KadukVinnytsia National Technical University Ukraine
https://orcid.org/0009-0001-2388-9813
Authors
Orken MamyrbayevInstitute of Information and Computational Technologies of the Kazakh National Technical University named after K. I. Satbayev Kazakhstan
https://orcid.org/0000-0001-8318-3794
Authors
Vladyslav BaklaievTaras Shevchenko National University of Kyiv Ukraine
https://orcid.org/0009-0008-5767-6964
Authors
Bakhyt YeraliyevaM. Kh. Dulaty Taraz Regional University Kazakhstan
https://orcid.org/0000-0002-8680-7694
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