Real-time bidding (RTB) is an important model of today’s mobile internet advertising and represents a huge market. RTB practice generates an enormous amount of data relating to advertising platforms, advertisers, mobile users and many others. In this talk, Prof. Wang will briefly introduce the RTB industry and its econ system in China. He will then explain a few important concepts including AD Exchange platform, Demand Side Platform (DSP) as well as Supply Side Platform (SSP). Proffessor Wang's talk will feature an illustration of the bidding mechanism and demonstrate how to predict Click-through rates (CTR) with a statistical model.
Hansheng Wang is the Department Head and Jia-Mao Chair Professor of Department of Business Statistics & Econometrics, Guanghua School of Management, Peking University. He holds a Ph.D. in Statistics from University of Wisconsin-Madison and a B.S. in Statistics from Peking University.
Professor Wang has published more than 70 articles in top academic journals and has served as associated editor for Annals of Statistics, Journal of the American Statistical Association, Journal of the Business and Economics Statistics, as well as Science China: Mathematics. He has also authored and co-authored several books, including Sample size calculation in clinical research, Applied Business Statistical Analysis, and Business Data Analysis and its Applications. Professor Wang has extensive experience in the big data industry. He is a senior consultant and chief scientist for a number of well-known data science companies.
Introduction and moderation of Q&A by Professor Yuxin Chen, Dean of Business at NYU Shanghai.
The Center for Business Education and Research (CBER) is sponsoring this talk by Professor Wang.
This event is open to NYU Shanghai community only.
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