Supply Path Optimization: A Bayesian Approach to Take Rate Estimation

Explore the intricacies of programmatic advertising and data science in this 16-minute talk by Gianluca Campanella, lead staff data scientist at the Trade Desk. Dive into the world of bid shading and supply path optimisation, two critical aspects shaping pricing strategies in real-time bidding. Learn how bid shading strategically lowers bids to secure ad inventory at reduced costs while preserving supply. Discover the complexities of supply path optimisation and its role in streamlining the ad supply chain. Understand how advertisers navigate multiple suppliers to determine the optimal path for buying ad inventory, considering factors like pricing transparency, ad quality, and performance. Gain insights into the profound impact of these pricing strategies on advertisers' ROI and campaign success, enabling data-driven decision-making at scale. This talk, part of the Data Science Festival Sandbox Sessions in 2023, offers valuable knowledge for data-driven professionals in the advertising industry.