Optimal Real-Time Bidding Frameworks Discussion
  This note is a complementary material for the solution of optimal real-time bidding function in paper "Optimal Real-Time Bidding for Display Advertising, KDD 2014", where the estimated cost is taken as the bid price, i.e., the upper bound of the true cost. Here we discuss a more general bid optimisation framework with various utility and cost functions. 
Weinan Zhang, Kan Ren, Jun Wang
cs.GT