Advertising Technology (AdTech) Practice

This section contains lecture notes from the Applied Programming-Commerce Advertising Technology (AdTech) Practice course.

Budget Allocation Optimization

• Marketing Mix Modeling (MMM) and Media Mix Modeling (MdMM)
• Pyomo for Budget Optimization
• S-Curve Transformation
• Variable Transformation in MMM
• Hyperparameter Optimization
• Surrogate Model Derivative Free Optimization
• HPO with Genetic Algorithm
• Particle Swarm Optimization (PSO)

Bidding Optimization

• Bidding Optimization in Digital Advertising
• Bidding Optimization Practice
• A/B Testing
• Markov Decision Process (MDP)
• Multi-Armed Bandit
• Time Series
• Forecasting Methods for Time Series