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The Reserve Price Optimization for Publishers on Real-Time Bidding on-Line Marketplaces with Time-Series Forecasting Cover

The Reserve Price Optimization for Publishers on Real-Time Bidding on-Line Marketplaces with Time-Series Forecasting

Foundations of Management
Volume 12 (2020): Issue 1 (January 2020)
By: Andrzej Wodecki  
Open Access
|Nov 2020

Figures & Tables

Figure 1

Online advertising ecosystem (Source: Own elaboration)

Figure 2

Line plot of Coverage time series for low, medium and high Coverage AdUnits (Source: Own computations)

Figure 3

Coverage time series decomposition for a sample AdUnit (Source: Own computations)

Figure 4

An interactive dashboard with recommendations based on Coverage forecasting (Source: Own elaboration)

Evaluation of time series forecasting models (Source: Own elaboration)

ModelRMSE
Baseline (persistance)11.20
SARIMA8.48
ETS8.37
Facebook Prophet (Medium and High Coverage)6.71
DOI: https://doi.org/10.2478/fman-2020-0013 | Journal eISSN: 2300-5661 | Journal ISSN: 2080-7279
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Language: English
Page range: 167 - 180
Published on: Nov 7, 2020
Published by: Warsaw University of Technology
In partnership with: Paradigm Publishing Services
Publication frequency: 1 issue per year
Keywords:
online marketing,
real-time bidding,
reserve price optimization,
machine learning,
forecasting
Related subjects:
Computer sciences,
Business computing,
Business and economics,
Business management,
Management accounting, financial controlling, cost calculation, investment

© 2020 Andrzej Wodecki, published by Warsaw University of Technology
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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