《RTB 优化算法》 介绍：在DSP的系统里面会运用到大量统计的模型和数据挖掘的方法。直接搬运国外同类公司的方法大多会和预期相差很大。由于中国数据的不完整性和不准确性，各个公司的数据挖掘人才往往需要更多的创新和研究，才能达到理想的效果。这次我们会通过一个实际投放的例子，和大家分享在DSP系统中如何通过RTB一步步达到ROI的提升 嘉宾：卢磊

1. RTB 优化算法
Real Time Bidding

2. 第15期：
《Technology Changes 》-悠易互通专场
www.LAMPER.cn
http://weibo.com/lampercn

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. 什么是Real Time Bidding
Ad selection via bidding
上图引用自Stanford MS&E 239

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. 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. 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. 谢 谢！