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Optimizing online advertising with muti-armed bandit algorithms
- 1 Hefei University of Technology, Hefei, Anhui, 230002, China
* Author to whom correspondence should be addressed.
Abstract
The rapid digitalization of the global economy has significantly transformed the landscape of advertising, necessitating more sophisticated and adaptive strategies to reach and engage with consumers effectively. This paper explores the application of multi-armed bandit (MAB) algorithms as a powerful tool for optimizing online advertising processes. We examine how MAB algorithms can enhance various stages of the advertising cycle, from audience segmentation and creative development to bidding strategies and real-time optimization. Through an analysis of existing literature and practical applications, we demonstrate the potential of MAB algorithms to balance the trade-offs between exploration and exploitation, enabling advertisers to maximize click-through rates, conversion rates, and return on investment. Furthermore, we address specific challenges such as the cold-start problem and the optimization of search advertising, proposing innovative solutions that leverage the adaptive capabilities of MAB algorithms. Our findings suggest that integrating MAB algorithms into online advertising strategies can significantly improve targeting accuracy, user engagement, and overall advertising performance. We conclude by discussing the implications of these findings and suggesting directions for future research to further enhance the application of MAB algorithms in the evolving digital advertising landscape.
Keywords
Online advertising, multi-armed bandit algorithms, reinforcement learning, optimization
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Cite this article
Jiang,C. (2024). Optimizing online advertising with muti-armed bandit algorithms. Applied and Computational Engineering,83,52-61.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of CONF-MLA 2024 Workshop: Semantic Communication Based Complexity Scalable Image Transmission System for Resource Constrained Devices
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