RTB Formulation Using Point Process

With the rapid growth of the digital advertisement industry, programmatic advertisement became a crucial part of the industry. A key component of the programmatic display advertisement is the Real Time Bidding (RTB) where the supply-side platform (SSP) puts an ad-inventory on auction and the demand-side platforms (DSP) computes the potential value of the inventory and submits a bid according to the estimated value from the buyer-perspective to win the advertising opportunity. Many studies have been conducted to propose the optimal strategies for each of the participant in this ecosystem. Some approaches uses classical auction theories from game-theoretical views[1], [2], [22], [21] which considers the strategies of SSP and the game between DSP's and the SSP. In this paper, we focus on the perspective of the DSP, where the player participates as a buyer in the auction.