Abstract
The present disclosure is directed to a method that addresses complex coordinated bidding challenges faced by parent organizations that operate multiple advertising entities or sub-brands. This approach is designed to achieve revenue maximization across the entities while maintaining profit neutrality relative to a predefined baseline for a given market. The technology utilizes bid simulation data provided by an advertising platform provider, which generates projected key performance indicators (KPIs) across various bid levels. The method involves modeling campaign performance using Log-Quadratic curves, aggregating these relationships to derive entity- and market-level performance curves, modeling profit-revenue functions using polynomial regression, and employing a constrained optimization technique to determine optimal Target Return on Ad Spend (tROAS) targets for each entity or sub-brand in the given market.
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Recommended Citation
Bhardwaj, Vinnu, "Coordinated Bid Optimization for Profit-Neutral Revenue Maximization", Technical Disclosure Commons, ()
https://www.tdcommons.org/dpubs_series/9057