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# RTB 优化算法

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《RTB 优化算法》

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### RTB 优化算法

1. 1. RTB 优化算法 Real Time Bidding
2. 2. 第15期： 《Technology Changes 》-悠易互通专场 www.LAMPER.cn http://weibo.com/lampercn
3. 3. Overview Real Time Bidding • 什么是Real Time Bidding • RTB现况 • 数据处理 • 变量转化和选择 • 预测模型
4. 4. 什么是Real Time Bidding Ad selection via bidding 上图引用自Stanford MS&E 239
5. 5. RTB现况 Predictive Modeling： • Logistic Regression • Decision Tree Global RTB Leaders： • 2-Stage Generalized Linear • MediaMath Model Advertisers Media • Turn • Etc. • X+1 • DataXu Optimization： • Brandscreen • Dashboard Driven Manual Optimization User • Data Driven Revenue China RTB Leaders： Maximization • 悠易互通 • Revenue Maximization with Fraud Detection
6. 6. 变量转化和选择• Bivariate Analysis 1 Bivariate analysis removing variables provided no information on model• Transformation 2 Fraud Detection and Data Trimming• Data Accuracy• Clustering 3 Clustering and Grouping 5• Numerical vs. Categorical 4 Logistic regression Scorecarding• Indexing Indexing• More Variable Creation Decision tree Final Model 6 7
7. 7. 预测模型Objective:• A ranking system to rank the probability of clicking or conversion from high to low.Challenges:• More variables and hierarchies in the model is likely to incur bias. Statistician Engineer• Reduce variables and hierarchies reduce variance• Model not preforming well with a couple of variables only• Easy implementation. Statistician and Engineers to work as a team.
8. 8. 谢 谢！