Data Science in Programmatic Advertising Exploring Pricing Strategies for Real Time Bidding at Scale

This talk is by Gianluca Campanella, Lead Staff Data Scientist at The Trade Desk. In the ever-evolving landscape of programmatic advertising, Data Science is pivotal in shaping effective pricing strategies for real-time bidding. This engaging talk delves into two crucial facets of this dynamic field: bid shading and supply path optimisation. Bid shading involves strategically placing lower bids than the advertiser’s true valuation. This tactic aims to secure ad inventory at lower costs while preserving supply, capitalising on the cost savings linked with the second-price auction model, which has largely been discontinued in 2019. Supply path optimisation is an approach to streamline the intricate ad supply chain. In an ecosystem with multiple suppliers offering access to the same ad impressions, advertisers need to navigate a web of options to determine the ‘best’ path for buying ad inventory. This decision hinges on factors like pricing transparency, ad quality, and overall performance. This presentation will not only uncover the intricacies of pricing strategies but also highlight their profound impact on advertisers’ ROI and campaign success, enabling informed decisions at scale. This session was part of the 2023 Oktoberfest Data Science Festival at CodeNode in London. The Data Science Festival is the place for data driven people to come together, share cutting edge ideas and solve real-world problems. We run monthly events, meetups and the biggest free to attend data festivals in the UK. Join the community at https://datasciencefestival.com/ #programmaticadvertising #Real-timebidding #pricingstrategy