論文紹介 Bidding Machine: Learning to Bid for Directly Optimizing Profits in Display Advertising

࿦จ঺հ Bidding Machine: Learning to Bid for Directly Optimizing Profits
in Display Advertising Ren, Kan, et al. "Bidding machine: Learning to bid for directly optimizing profits in display advertising." IEEE Transactions on Knowledge and Data Engineering 30.4 (2017): 645-659. https://arxiv.org/abs/1803.02194 %4࿦จಡΈձ ੢ྛ޹ 5BLBTIJ/JTIJCBZBTIJ

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ͨࣄΛαʔϕΠʹΑΓࣔͨ͠ • ΦϑϥΠϯݕূ͓ΑͼΦϯϥΠϯ"#5FTUͰఏҊख๏Λݕূͨ͠

ϝλ৘ใ • 5,%& 5SBOTBDUJPOTPO,OPXMFEHFBOE%BUB&OHJOFFSJOH ʹ౤ߘ͞Ε ͨ΋ͷɻ5,%&͸*&&&*$%& *OUFSOBUJPOBM$POGFSFODFPG%BUB&OHJOFFSJOH ͷ࿦จ౤ߘτϥοΫͷͭɻ ◦
IUUQTXXXVUEBMMBTFEVJDEFJOEFYIUNM • TUBVUIPSͷ3FO,BOࢯ͸౤ߘ࣌఺Ͱ͸ത࢜՝ఔɺ೥ݱࡏ͸.JDSPTPGU 3FTFBSDIॴଐ ◦ IUUQXXXTBZJOHSFO ◦ #JE-BOETDBQF'PSFDBTUJOH౳ɺ%41ͷλεΫʹؔ͢Δ࿦จΛଞʹ΋౤ߘ͠ ͍ͯΔ • :0:*%41ͱڞಉͰ΍͍ͬͯΔ

എܠ • %41ͷղઆ ◦ ఏҊख๏ΛσϓϩΠͨ͠ͷ͸:0:*%41 ◦ IUUQTXXXZPZJDPNDOFO"#065 • %41ͷΑ͋͘Δೖࡳֹۚ࠷దԽͷखॱ͕·ͱ·͍ͬͯΔ

എܠ ଓ͖ • ϢʔβʔϨεϙϯε༧ଌ ◦ $53ɾ$73༧ଌ ◦ όΠφϦճؼ໰୊ͱͯ͠ఆࣜԽͯ͠Ͱ͖ɺػցֶशϞσϧͰղ͘ࣄ͕Ͱ͖ Δ •
ίετਪఆ ◦ ࢢ৔Ձ֨෼෍Λ༧ଌ͢ΔλεΫ #JE-BOETDBQF༧ଌ • ೖࡳֹۚ࠷దԽ ◦ $53ͱίετʹج͍ͮͯɺΩϟϯϖʔϯ༧ࢉɾΦʔΫγϣϯϘϦϡʔϜ౳ Λߟྀͯ͠࠷దͳೖࡳؔ਺ΛٻΊΔ

എܠ ଓ͖ • ͭͷλεΫΛݸผʹ࠷దԽ͢Δͷ͸্ख͍͔͘ͳ͍ • $53༧ଌɾίετ༧ଌ͸࠷ऴతͳ35#ೖࡳͷޮ༻Ͱֶश͞ΕΔ΂͖ • $53༧ଌͩͱΫϦοΫ͕ಘΒΕͳ͔ͬͨ࣌ͷίετ͸ൃੜ͢Δ͕ɺΠϯϓϨο γϣϯΛࣦͳ͏ίετ͸ແ͍ͨΊ$53༧ଌͷඞཁͳਫ਼౓͸< >ͷൣғͰಉ͡
Ͱ͸ͳ͍ • ڝ૪ͷܹ͍͠Ωϟϯϖʔϯʹ͓͍ͯ͸མࡳͰ͖Δ͔Ͳ͏͔ͷ༧ଌͷ৴པ౓͸௿ ͍ OEQSJDFBVDUJPOͳͷͰ • ༧ࢉ੍໿Լʹ͓͍ͯ$53༧ଌͱམࡳՁ֨ͷ྆ํʹ͍ͭͯͭͷ࠷దԽϞσϧΛ ૊Έ͋ΘͤΔͱ༗ޮͰ͋ΔࣄΛஶऀ͸֬ೝ͍ͯ͠Δ

ఏҊख๏ • Ϩεϙϯε༧ଌɾίετ༧ଌɾೖࡳֹۚ࠷దԽͷͭͷλεΫΛҰॹ ʹղ͍ͯརӹΛ௚઀૿Ճͤ͞ΔแׅతͳೖࡳϑϨʔϜϫʔΫ ◦ #JEEJOH.BDIJOF Ҏ߱#.ͱදه • ೖࡳͷޮ༻͔Β$53༧ଌϞσϧͷ܇࿅ʹ࢖͏ϩεؔ਺Λಋग़ͯ͠
ར༻͢Δ ◦ 㱠$SPTT&OUSPQZ࠷খԽ

ؔ࿈ݚڀ • ͔ͬ͠ΓαʔϕΠͯ͋ͬͯ͠ಡΈԠ͕͑͋Δ • 3FTQPOTF1SFEJDUJPO $53ɾ$73༧ଌ ◦ -PHJTUJD3FHSFTTJPO 5SFFCBTFENPEFM
(#%5 'BDUPSJ[BUJPO.BDIJOFTͳͲ͕࢖ΘΕΔ ◦ ଞʹ͸'53- #BZFTJBO1SPCJUSFHSFTTJPOʜ ◦ ධՁࢦඪ͸"6$΍3FMBUJWF*OGPSNBUJPO(BJO 3*( ͕࢖ΘΕΔ • #JE-BOETDBQF༧ଌ ◦ ޿ࠂͷΠϯϕϯτϦຖʹ༧ଌͨ͠ΓɺπϦʔϞσϧΛ࢖ͬͨΓ

ؔ࿈ݚڀ ଓ͖ • ೖࡳֹۚ࠷దԽ ◦ ͜ͷ࿦จͰ͸ओʹηΧϯυϓϥΠεΦʔΫγϣϯલఏ ◦ ΦʔΫγϣϯཧ࿦ʹΑΓ5SVUIGVM#JEEJOH͕࠷దͱূ໌͞Ε͍ͯΔ ◦ ͔͠͠༧ࢉ੍໿ͳͲ͕͋Δ࣌ʹ͸࠷దͰ͸ͳ͘ͳΔ
◦ MJOFBSCJEEJOHTUSBUFHZ͸޿͘࢖ΘΕ͍ͯΔ ▪ $53΍$73ʹఆ਺஋Λ৐ࢉͨ͠΋ͷ ◦ $73ϦϑτʹΑͬͯೖࡳՁ֨Λܾఆ͢ΔϦϑτϕʔεͷೖࡳઓུͷఏҊ΋ ͋Δ • ࢢ৔Ձ֨ͷ෼෍ͷӨڹ͸ͦΕ΄Ͳߟྀ͞Ε͍ͯͳ͍͠࠷ऴతͳΩϟϯϖʔϯͷ ޮ༻͸໨తؔ਺ʹ൓ө͞Ε͍ͯͳ͍ͷͰ๬·͘͠ͳ͍݁ՌʹͳΓ͏Δ

3FMBUJWF*OGPSNBUJPO(BJO 3*( • ฏۉ஋Λ༧ଌ஋ͱͨ͠ͱ͖ͱൺֱͯ͠૬ରతʹMPHMPTT͕ͲΕ͚ͩݮ͔ͬͨ • -PHMPTT3FEVDUJPOͱ΋ • զʑͷ؀ڥͰ͸%BUBEPHͰϝτϦΫεΛऔಘ͍ͯ͠Δ

1SPCMFN%FGJOJUJPOPG#JEEJOH.BDIJOF • OPUBUJPOʹ͍ͭͯ΋αʔϕΠͨ݁͠Ռ͕ॻ͍ͯ͋ͬͯɺΑ͋͘Δه๏ ͕஌ΕͯͨΊʹͳΔ

উ཰ͱ໿ఆֹۚͷظ଴஋ Q[ [ Λ࠷ߴೖࡳֹۚͷ֬཰ີ౓ؔ਺ͱͯ͠ উͬͨ࣌ͷظ଴ίετ

ఆࣜԽ ޮ༻Λ࠷େʹ͢Δ ೖࡳֹܾۚఆؔ਺C *NQՁ஋ධՁύϥϝʔλВ ࢢ৔Ձ֨෼෍ύϥϝʔλЇΛٻΊΔ ೖࡳޮ༻͸͢΂ͯͷ #JE3FRVFTUYͱೖࡳ݁ՌZ FHDMJDL ʹ͍ͭͯ Є
ಘͨՁ஋ࢢ৔Ձ֨ ºউ཰

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ͷࠩʹͳ͍ͬͯΔ

6TFS3FTQPOTFͷֶश ଓ͖ • σʔληοτશମͰΈͨͱ͖ͷޮ༻Λ࠷େʹ͢ΔύϥϝʔλВ͸ В͸-PHJTUJDճؼͳΒXFJHIUͩͱࢥ͑͹ྑ͍

.PEFM3FBMJ[BUJPO • $53༧ଌϞσϧͷ໨తؔ਺ʹC GВ Y ͕ೖ͍ͬͯΔͷͰCJEEJOHGVODUJPO ೖࡳֹܾۚఆؔ਺ ͕ඞཁ • 4DBMJOHQBSBNFUFSЛΛ෇Ճͨ͠-JOFBS.PEFMΛ࠾༻

-JOLTUP1SFWJPVT8PSL • ࣮ݧͰൺֱର৅ʹͳΔ$53༧ଌثɺͲͪΒ΋Կނ͔ਖ਼ଇԽ߲ͳ͠ • ೋ৐ޡࠩଛࣦؔ਺Λ࢖ͬͨϩδεςΟοΫճؼ • Α͋͘Δ$SPTTFOUSPQZଛࣦؔ਺Λ࢖ͬͨϩδεςΟοΫճؼ

$PTU.BSLFU$PNQFUJUJPO.PEFMJOH • ࠷ߴೖࡳֹۚͷ෼෍ͷϞσϦϯά • ύϥϝτϦοΫͳ෼෍Λߟ͑Δ • ෼෍ͷύϥϝʔλΛЇͱͯ͠ɺ΍͸ΓརӹΛԡ͋͛͠ΔΑ͏ʹЇΛֶशͨ͠ ͍ͷͰɺ޿ࠂओརӹͷ͔ࣜΒޯ഑Λಋग़͍ͯ͘͠ɻ

ʙ ύλʔϯʹ͍ͭͯEJTDVTTͯ͠Δ͚ͲɺͲΕΛ࠾༻ͨ͠ͷ͔Θ͔Βͳ͍ʜʜ • Ұ༷෼෍ • ઢܗϞσϧ • ೋ࣍ܗࣜ

#JE0QUJNJ[BUJPO ೖࡳֹܾۚఆؔ਺ͷνϡʔχϯά • ʮUIFMJOFBSCJEEJOHGVODUJPOC V XSUUIFVUJMJUZVJTUIFPQUJNBM CJEEJOHTUSBUFHZVOEFSUIFTFDPOEQSJDFBVDUJPOʯ • 5SVUIGVM#JEEJOH͕༧ࢉ੍໿ਚ͖܁Γฦ͠ΦʔΫγϣϯʹ͓͍ͯ͸0QUJNBM ͡Όͳ͍ͱ͍͏ͷ͸ྑ͘ग़ͯ͘Δ࿩͚ͩͲɺ-JOFBS'VODUJPO͕0QUJNBMͩͱ
ূ໌͍ͯ͠Δˠ"QQFOEJY# ͜͜Ͱ͸ύϥϝʔλ Ѝ ΨϯϚ ΛٻΊ͍ͨ

#JE0QUJNJ[BUJPO ଓ͖ ༧ࢉ੍໿Λϥάϥϯδϡ؇࿨͢Δͱ

#JE0QUJNJ[BUJPO ଓ͖ ϥάϥϯδϡؔ਺ͷภඍ෼͸θϩͳͷͰ ͋ͱ͸γʹ͍ͭͯղ͘ɻղੳղ͸ٻ·Βͳ͍͚Ͳɺγʹରͯ͠୯ௐݮগͳͷ ͰγΛಈ͔͍͚ͯ͠͹؆୯ʹٻ·Δɻ

࣮ݧσʔλͱઃఆ • %BUBTFU ◦ ΦϑϥΠϯ ▪ J1JO:PV ▪ :0:* ▪
ͦΕͧΕOFHBUJWFEPXOTBNQMJOHͯ͠࢖ͬͨ ◦ ΦϯϥΠϯ ▪ "#5FTUBU:0:*%41 • ઃఆ ◦ $53༧ଌͱ#JE-BOETDBQF༧ଌ͸༧ࢉ੍໿ͳ͠ ◦ #JEEJOH'VODUJPO͸༧ࢉ੍໿͋Γ

ධՁࢦඪ • DBNQBJHOQFSGPSNBODF ◦ ޿ࠂओརӹ 30* F$1$ $1. $53 উ཰
• $53༧ଌϞσϧ ◦ "6$ 3.4& • #JE-BOETDBQF༧ଌ ◦ "/-1 BWFSBHFEOFHBUJWFMPHQSPCBCJMJUZ

ൺֱର৅ • $53༧ଌ ◦ $&$SPTT&OUSPQZϩεؔ਺Ͱ܇࿅ͨ͠ϩδεςΟοΫճؼ ◦ 4&ฏۉೋ৐ޡࠩؔ਺Ͱ܇࿅ͨ͠ϩδεςΟοΫճؼ ◦ &6ఏҊख๏&YQFDUFE6UJMJUZ ◦
33ఏҊख๏3JTL3FUVSONPEFM ◦ #.ఏҊख๏$53FTUJNBUJPONPEFMXJUINBSLFUNPEFMJOH • '53-Ͱ܇࿅͍ͯ͠ΔͬΆ͍ USBJOJOHSPVOE͕Մೳ

ൺֱର৅ • CJEEJOHGVODUJPO ◦ $&-*/ ▪ $SPTT&OUSPQZϩεؔ਺Ͱ܇࿅ͨ͠ϩδεςΟοΫճؼ $53༧ଌϞσϧ -JOFBS.PEFM ◦
035# ▪ ஶऀͷલͷ࿦จ ◦ 1306%QSVEFOUCJEEFS ଞͷਓͷ ◦ #. ఏҊख๏

$BNQBJHO1SPGJU0QUJNJ[BUJPO

$BNQBJHO1SPGJU0QUJNJ[BUJPO l0VSNPEFMT CPUI&6BOE33 PVUQFSGPSNUIFCBTFMJOFTJOUFSNTPG$53 BOEF$1$XJUIDPNQBSBCMF$1.BOEBSFMBUJWFMZMPXXJOOJOHSBUF5IJT JOEJDBUFTEU and RR successfully allocate
the budget to high quality cost- effective ad inventories and avoid on the low quality onesz

#JEEJOH%BUB"OBMZTJT ໿ఆֹۚʹ͍ۙॴͰೖࡳͰ͖ͯ ͍Δɻ ߴֹೖࡳʹΑΔ༧ࢉফԽͷׂ߹ ͕ˠ

#JEEJOH.BDIJOFT

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• ϞόΠϧΠϯϕϯτϦݶఆΩϟϯϖʔϯͰೖࡳετϥςδͷൺֱ • ൺֱ͢ΔͷʹϞσϧຖͷ༧ࢉ͸ಉ͡ʹઃఆͨ͠ • ௨՟͸ਓຽݩ

0OMJOF"#5FTU1IBTF

0OMJOF"#5FTU1IBTF • l8FUFTUPWFSDBNQBJHOTEVSJOH+BOVBSZ z • $53༧ଌثൺֱ ◦ &6 &YQFDUFE6UJMJUZ 33
3JTL3FUVSO $& ◦ '. 'BDUPSJ[BUJPO.BDIJOF • l.BVDUJPOTJODMVEJOH.JNQSFTTJPOT DMJDLTBOE $/: CVEHFUDPTUz • &6ͷ30*͕ߴͯ͘1SPGJU΋େ͖͍ɺ&6͸F$1$͕௿͍ͷͰΫϦοΫ͕҆͘ม͑ ͍ͯΔ • ͔͠΋$53͕ߴ͍

0OMJOF"#5FTU1IBTF

0OMJOF"#5FTU1IBTF • l8FUFTUPWFSDBNQBJHOTPOUIFNPCJMFQMBUGPSN EVSJOHEBZTJO"QSJM z • l5IFXIPMFUFTUFECJEGMPXJOWPMWFT.BVDUJPOT JODMVEJOH.JNQSFTTJPOTBOE,DMJDLTBOE UPUBMMZ,$/:CVEHFUDPTUz •
#.͕Ұ൪རӹ͕େ͖͍ • ΦϑϥΠϯςετͱ݁Ռҧ͏͚Ͳɺͦ͏͍͏͜ͱ΋͋Δ

·ͱΊ • ఏҊख๏ͷ༗ޮੑΛ֬ೝͨ͠ ͍ͭ΋ͷ΍ͭ

ֶͼ • ηΧϯυϓϥΠεΦʔΫγϣϯͰ΋#JE-BOETDBQF͸࢖͓͏ • ޿ࠂओརӹΛ࠷େԽ͢Δ$53༧ଌثͷ܇࿅͕Մೳ ͨͩ͠π ϦʔܥΞϧΰϦζϜ͸ෆՄ • ϑϦΫΤϯγʔճ਺ௐ੔ύϥϝʔλ΋͜Εͱಉ༷ʹֶशͰ͖
Δ͸ͣ • #JE-BOETDBQFͷ෼෍ϑΥʔϜ͸݁ہͲΕΛ࢖ͬͨͷ͔Θ͔ Βͳ͔ͬͨ

論文紹介 Bidding Machine: Learning to Bid for Direc...

論文紹介 Bidding Machine: Learning to Bid for Directly Optimizing Profits in Display Advertising

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