Adaptive Optimization and Control in Online Advertising

Dec 11, 2019

Optimization in online advertising typically involves feedback control as a critical component. Here we propose a control system that maximizes the return on investment (ROI) for an advertiser and paces the budget delivery. It consists of an integral controller with periodic feedforward compensation of the set-point and persistent excitation. We derive stability conditions for the controller.

Keywords: Periodic control, Floque theory, Online Advertising, ROI maximization

  • IEEE Conference on Decision and Control (CDC 2019)
  • Conference/Workshop Paper