Advanced Techniques for Online Advertisement Spend Optimization

Explore advanced techniques for optimizing online advertisement spend in this insightful conference talk by Nathan Kafi and Bruno Trentini from GSK Consumer Healthcare. Delve into the challenges faced by campaign and brand managers in decision-making for online ad campaigns, including uncertainty, latent variables, carry-over effects, and biases. Discover how a Reinforcement Learning system can assist in budget allocation across campaigns to maximize returns. Learn about the implementation and technical components of this system, covering topics such as Bayesian statistics, reinforcement learning, Thompson sampling, and optimization. Gain valuable insights into improving budget allocation strategies and enhancing the effectiveness of online advertising campaigns.