RTB: Multi Touch Attributions

Notes.

Which channel contributes the most to the conversion?

Heuristic models:

  1. Last touch

  2. First touch

  3. Linear

  4. Time decay

  5. Position based

Algorithmic models:

Shapley value: conversions are traced back to the channels by permutating the customer journey.

Markov chains: is a Stochastic process where the probability distribution of any next state depends only on what the current state is. Removal effect is calculated by remving a given channel and the conversion probability is calculated.

Reference

Moriwaki D, Hayakawa Y, Munemasa I, Saito Y, Matsui A (2020): Unbiased Lift-based Bidding system. CoRR, abs/2007.04002, arXiv, https://arxiv.org/abs/2007.04002

Wang J, Zhang W, Yuan Sh (2016): Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting. ArXiv, 1610.03013, http://arxiv.org/abs/1610.03013