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ACM Meas. Anal. Comput. Syst."],"published-print":{"date-parts":[[2020,6,9]]},"abstract":"<jats:p>We analyze the problem of how to optimally bid for ad spaces in online ad auctions. For this we consider the general case of multiple ad campaigns with overlapping targeting criteria. In our analysis we first characterize the structure of an optimal bidding strategy. In particular, we show that an optimal bidding strategies decomposes the problem into disjoint sets of campaigns and targeting groups. In addition, we show that pure bidding strategies that use only a single bid value for each campaign are not optimal when the supply curves are not continuous. 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Learning in Repeated Auctions with Budgets: Regret Minimization and Equilibrium. SSRN Electronic Journal (02 2017). https:\/\/doi.org\/10.2139\/ssrn.2921446","DOI":"10.1145\/3033274.3084088"},{"key":"e_1_2_1_9_1","doi-asserted-by":"crossref","unstructured":"Panagiotis Spentzouris Iordanis Koutsopoulos Kasper Grud Madsen and Tommy Vestergaard Hansen. 2018. Advertiser Bidding Prediction and Optimization in Online Advertising . 413--424. https:\/\/doi.org\/10.1007\/978--3--319--92007--8_35  Panagiotis Spentzouris Iordanis Koutsopoulos Kasper Grud Madsen and Tommy Vestergaard Hansen. 2018. Advertiser Bidding Prediction and Optimization in Online Advertising . 413--424. https:\/\/doi.org\/10.1007\/978--3--319--92007--8_35","DOI":"10.1007\/978-3-319-92007-8_35"},{"key":"e_1_2_1_10_1","doi-asserted-by":"crossref","unstructured":"Weinan Zhang and Jun Wang. 2015. Statistical Arbitrage Mining for Display Advertising. (06 2015). https:\/\/doi.org\/10.1145\/2783258.2783269  Weinan Zhang and Jun Wang. 2015. Statistical Arbitrage Mining for Display Advertising. 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