This is a collection of research and review papers of real-time bidding (RTB) based display advertising techniques.

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 ([email protected]);
• or report an issue here.

• Real-Time Bidding: A New Frontier of Computational Advertising Research by Shuai Yuan and Jun Wang. WSDM 2015.
• Research Frontier of Real-Time Bidding based Display Advertising by Weinan Zhang. Beijing 2015.

• A Survey on Real Time Bidding Advertising by Yong Yuan. Service Operations and Logistics 2014.
• Real-time Bidding for Online Advertising: Measurement and Analysis by Shuai Yuan, Jun Wang, Xiaoxue Zhao. ADKDD 2013.
• Ad Exchanges: Research Issues by S. Muthukrishnan. Internet and network economics 2009.

• Offline Evaluation of Response Prediction in Online Advertising Auctions by Olivier Chapelle. WWW 2015.
• Predicting Response in Mobile Advertising with Hierarchical Importance-Aware Factorization Machine by Richard J. Oentaryo et al. WSDM 2014.
• Estimating Conversion Rate in Display Advertising from Past Performance Data by Kuang-chih Lee et al. KDD 2012.
• Scalable Hands-Free Transfer Learning for Online Advertising by Brian Dalessandro et al. KDD 2014.
• Evaluating and Optimizing Online Advertising: Forget the click, but there are good proxies by Brian Dalessandro et al. SSRN 2012.
• Modeling Delayed Feedback in Display Advertising by Olivier Chapelle. KDD 2014.
• Ad Click Prediction: a View from the Trenches by H. Brendan McMahan. KDD 2013.
• Practical Lessons from Predicting Clicks on Ads at Facebook by Xinran He et al. ADKDD 2014.

• Predicting Winning Price in Real Time Bidding with Censored Data by Wush Chi-Hsuan Wu, Mi-Yen Yeh, Ming-Syan Chen. KDD 2015.
• Handling Forecast Errors While Bidding for Display Advertising by Kevin J. Lang, Benjamin Moseley, Sergei Vassilvitskii. WWW 2012.
• Bid Landscape Forecasting in Online Ad Exchange Marketplace by Ying Cui et al. KDD 2011.

• Lift-Based Bidding in Ad Selection by Jian Xu et al. AAAI 2016.
• Feedback Control of Real-Time Display Advertising by Weinan Zhang et al. WSDM 2016.
• Optimal Real-Time Bidding Strategies by Joaquin Fernandez-Tapia, Olivier Guéant, Jean-Michel Lasry. ArXiv 2015.
• Programmatic Buying Bidding Strategies with Win Rate and Winning Price Estimation in Real Time Mobile Advertising by Xiang Li and Devin Guan. PAKDD 2014.
• Statistical modeling of Vickrey auctions and applications to automated bidding strategies by Joaquin Fernandez-Tapia. Working paper.
• Statistical Arbitrage Mining for Display Advertising by Weinan Zhang, Jun Wang. KDD 2015.
• Real-Time Bidding rules of thumb: analytically optimizing the programmatic buying of ad-inventory by Joaquin Fernandez-Tapia. SSRN 2015.
• Optimal Real-Time Bidding for Display Advertising by Weinan Zhang, Shuai Yuan, Jun Wang. KDD 2014.
• Bid Optimizing and Inventory Scoring in Targeted Online Advertising by Claudia Perlich et al. KDD 2012.
• Real-Time Bidding Algorithms for Performance-Based Display Ad Allocation by Ye Chen et al. KDD 2011.

• Smart Pacing for Effective Online Ad Campaign Optimization by Jian Xu et al. KDD 2015.
• An analytical solution to the budget-pacing problem in programmatic advertising by Joaquin Fernandez-Tapia. Working paper.
• Real Time Bid Optimization with Smooth Budget Delivery in Online Advertising by Kuang-Chih Lee, Ali Jalali, Ali Dasdan. ADKDD 2013.
• Budget Pacing for Targeted Online Advertisements at LinkedIn by Deepak Agarwal et al. KDD 2014.

• Using Co-Visitation Networks For Classifying Non-Intentional Traffic by Ori Stitelman et al. Dstillery 2013.

• A Dynamic Pricing Model for Unifying Programmatic Guarantee and Real-Time Bidding in Display Advertising by Bowei Chen, Shuai Yuan and Jun Wang. ADKDD 2014.
• An Empirical Study of Reserve Price Optimisation in Real-Time Bidding by Shuai Yuan et al. KDD 2014.
• Information Disclosure in Real-Time Bidding Advertising Markets by Juanjuan Li, Yong Yuan, Rui Qin. SOLI 2014.

• Pleasing the advertising oracle: Probabilistic prediction from sampled, aggregated ground truth by Melinda Han Williams et al. ADKDD 2014.

• Multi-Touch Attribution Based Budget Allocation in Online Advertising by Sahin Cem Geyik, Abhishek Saxena, Ali Dasdan. ADKDD 2014.
• Causally Motivated Attribution for Online Advertising. by Brian Dalessandro et al. ADKDD 2012.
• Data-driven Multi-touch Attribution Models. by Xuhui Shao, Lexin Li. KDD 2011.

• Repeated Auctions with Budgets in Ad Exchanges: Approximations and Design by Santiago R. Balseiro, Omar Besbesy, Gabriel Y. Weintraub. Management Science 2015.
• Pricing Externalities in Real-Time Bidding Markets by Joseph Reisinger, Michael Driscoll. Machine Learning in Online Advertising.
• Competition between Demand-Side Intermediaries in Ad Exchanges by Lampros C. Stavrogiannis. PhD Thesis 2014.
• Optimal Revenue-Sharing Double Auctions with Applications to Ad Exchanges by Renato Gomes, Vahab Mirrokni. WWW 2014.
• Competition and Yield Optimization in Ad Exchanges by Santiago R. Balseiro. PhD Thesis 2013.
• Selective Call Out and Real Time Bidding by Tanmoy Chakraborty. WINE 2010.

• Selling Off Privacy at Auction by Lukasz Olejnik, Tran Minh-Dung, Claude Castelluccia. NDSS 2014.
• Network Analysis of Third Party Tracking: User Exposure to Tracking Cookies through Search by Richard Gomer et al. WI 2013.

• iPinYou Global RTB Bidding Algorithm Competition Dataset by Hairen Liao et al. ADKDD 2014.
• Real-Time Bidding Benchmarking with iPinYou Dataset by Weinan Zhang et al. ArXiv 2014.