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Timeout analysis in real-time bidding for ad-tech company

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Kuosmanen, Timo
dc.contributor.author Hoang, Yen
dc.date.accessioned 2021-01-17T17:04:30Z
dc.date.available 2021-01-17T17:04:30Z
dc.date.issued 2020
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/101970
dc.description.abstract Real-time bidding is the popular way to exchange online ads through instantaneous auctions. To ensure best user-experience and highest profitability, there need to be a time limit to prevent excessively slow auctions. That limit is called timeout value. The timeout value should be chosen carefully to balance the benefits of users, advertisers and publishers. This study analyzes bidding data collected by an ad-tech company to determine which factors strongly affect the timeout result and whether those effects are positive or negative. Relevant academic papers in the field are scrutinized to find out promising factors which should be examined further. Data of those factors will be visualized in the descriptive analysis to give general ideas about the variables and their distribution. After that, random forest and logistic regression models are used to rank the factors and estimate their significance on bid timeout result. The study finds out that number of networks, browsers and bid networks are categories that have strongly relevant factors. Some other categories like geo-location, device families and placement types also have certain relationship with the timeout result. Therefore, the paper suggests that timeout values should be set with high level of details, for example, per browser, per device family or per geo-location, to reflect the effects of those factors on timeout result. en
dc.format.extent 50
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Timeout analysis in real-time bidding for ad-tech company en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Tieto- ja palvelujohtamisen laitos fi
dc.subject.keyword real-time bidding en
dc.subject.keyword online advertising en
dc.subject.keyword timeout en
dc.subject.keyword programmatic en
dc.subject.keyword ad-tech company en
dc.identifier.urn URN:NBN:fi:aalto-202101171280
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Information and Service Management (ISM) en
dc.location P1 I fi
local.aalto.electroniconly yes
local.aalto.openaccess yes

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