How Alibaba’s OCPC Algorithm Boosts ROI and Platform Revenue in Taobao Ads
The paper “Optimized Cost per Click in Taobao Display Advertising” introduces a novel two‑level OCPC smart bidding algorithm that jointly optimizes advertiser ROI, user experience, and platform revenue, presents detailed mathematical formulations, offline and online experiments showing significant gains in GMV, CTR, CVR, and RPM across single‑item and banner ad placements.
