Data Science Seminar Series : Eustache Diemert from Criteo Research

on the November 16, 2017

15:30 to 17:30
The Data Science Seminar Series bring high profile researchers to Université Grenoble Alpes to show the increasing role of data science in modern research. It is open to all researchers of Université Grenoble Alpes. For the third seminar, we will welcomeEustache Diemert from Criteo Research.
Eustache Diemert from Criteo Research, Paris will give a talk on “Attribution modeling increases efficiency of bidding in display advertising”. The event will take place on Thursday, November 16th at IM2AG building. The event will be followed by a coffee break.

Predicting click and conversion probabilities when bidding on ad exchanges is at the core of the programmatic advertising industry. Two separated lines of previous works respectively address i) the prediction of user conversion probability and ii) the attribution of these conversions to advertising events (such as clicks) after the fact. We argue that attribution modeling improves the efficiency of the bidding policy in the context of performance advertising. Firstly we explain the inefficiency of the standard bidding policy with respect to attribution. Secondly we learn and utilize an attribution model in the bidder itself and show how it modifies the average bid after a click. Finally we produce evidence of the effectiveness of the proposed method on both offline and online experiments with data spanning several weeks of real traffic from Criteo, a leader in performance advertising.

More information:
- Eustache Diemert's slides
- Eustache Diemert's article: Attribution Modeling Increases Efficiency of Bidding in Display Advertising

Published on November 27, 2017

Practical informations


salle 320 bâtiment UFR IM2AG