Ad Impression

An ad impression represents a single instance of an advertisement being displayed to a user, a crucial event in online advertising impacting revenue and user experience. Current research focuses on optimizing impression allocation strategies across various advertising platforms, employing techniques like reinforcement learning and online learning algorithms to improve bidding efficiency and address challenges such as sample selection bias and non-stationary market conditions. These advancements aim to enhance the effectiveness of advertising campaigns, improve fairness in ad delivery across demographics, and ultimately increase the return on investment for advertisers while providing a better user experience.