Data Science in Programmatic Advertising - Exploring Pricing Strategies for Real-Time Bidding at Scale

Explore the critical role of data science in shaping pricing strategies for real-time bidding in programmatic advertising through this insightful 40-minute talk by Gianluca Campanella, Lead Staff Data Scientist at The Trade Desk. Dive deep into two key aspects of the field: bid shading and supply path optimization. Understand how bid shading strategically lowers bids to secure ad inventory at reduced costs while preserving supply, and learn about supply path optimization's approach to streamlining the complex ad supply chain. Discover the intricacies of these pricing strategies and their significant impact on advertisers' ROI and campaign success, enabling data-driven decisions at scale. Gain valuable insights from this presentation, which was part of the 2023 Oktoberfest Data Science Festival at CodeNode in London, organized by the Data Science Festival community.