RTB Formulation Using Point Process
Seong Jin Lee Bumsik Kim
We propose a general stochastic framework for modelling repeated auctions in
the Real Time Bidding (RTB) ecosystem using point processes. The flexibility of
the framework allows a variety of auction scenarios including configuration of
information provided to player, determination of auction winner and
quantification of utility gained from each auctions. We propose theoretical
results on how this formulation of process can be approximated to a Poisson
point process, which enables the analyzer to take advantage of well-established
properties. Under this framework, we specify the player's optimal strategy
under various scenarios. We also emphasize that it is critical to consider the
joint distribution of utility and market condition instead of estimating the
marginal distributions independently.