Less Traffic, Better Outcomes: Competition-Aware Request Dispatch in Real-Time Ad Exchanges
Real-time bidding (RTB) ad exchanges typically forward nearly all incoming requests to demand-side platforms (DSPs), even though only a small fraction receive bids. This over-distribution weakens auction outcomes: DSPs throttle participation under compute and budget constraints, reducing the effective use of limited bidding capacity. We present a competition-aware request dispatch framework that uses distributional bid prediction and probabilistic forwarding to decide whether each request should be sent to each DSP. The system adapts per-DSP thresholds over time through lightweight policy optimization to track non-stationary market conditions. We evaluate the framework through four sequen...
| Authors | Jonaid Shianifar, Blaz Mramor, Fangda Zou et al. |
|---|---|
| Primary category | cs.AI |
| Published | 4 August 2026 |
| Last updated at source | 4 August 2026 |
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