Bypassing Performance Optimizers of Real Time Bidding Systems in Display Ad Valuation
针对广告主与第三方平台合作时因算法不透明导致的估价偏差和高成本问题，提出绕过广告平台性能优化器、使用外部频次上限进行广告估价的方法，可降低成本并扩大受众覆盖。
A vast majority of digital display advertisers rely on large digital ad platforms to run their ad campaigns. Although ad platforms managing real-time bidding systems offer state-of-the-art services to enhance the performance of ad campaigns, their inner workings are largely opaque to customers. As a result, advertisers who seek to value their campaigns in collaboration with third-party platforms must necessarily contend with the problem of estimation bias attributable to these algorithms in addition to the high cost of implementation. We propose an alternative approach to valuation for advertisers who choose to bypass automated performance optimizers of ad platforms. We show that external frequency caps that set upper limits on the number of ad impressions outside the purview of bidding algorithms can serve this purpose effectively. Eliminating performance optimizers allows the advertiser to value ads without relying on the support services of the DSP, with the added benefit of a broader customer reach and a markedly lower cost.