5. RTB现况
Predictive Modeling:
• Logistic Regression
• Decision Tree Global RTB Leaders:
• 2-Stage Generalized Linear • MediaMath
Model Advertisers
Media • Turn
• Etc.
• X+1
• DataXu
Optimization:
• Brandscreen
• Dashboard Driven Manual
Optimization
User
• Data Driven Revenue China RTB Leaders:
Maximization • 悠易互通
• Revenue Maximization with
Fraud Detection
6. 变量转化和选择
• Bivariate Analysis 1 Bivariate analysis removing variables provided no
information on model
• Transformation
2 Fraud Detection and Data Trimming
• Data Accuracy
• Clustering 3 Clustering and Grouping
5
• Numerical vs. Categorical
4 Logistic regression
Scorecarding
• Indexing Indexing
• More Variable Creation Decision tree Final
Model
6 7
7. 预测模型
Objective:
• A ranking system to rank the probability of clicking or conversion from high to low.
Challenges:
• More variables and hierarchies in the model is
likely to incur bias.
Statistician Engineer
• Reduce variables and hierarchies reduce
variance
• Model not preforming well with a couple of
variables only
• Easy implementation. Statistician and Engineers
to work as a team.