  Real-time bidding has transformed the digital advertising landscape, allowing
companies to buy website advertising space in a matter of milliseconds in the
time it takes a webpage to load. Joint research between Cardiff University and
Crimtan has employed statistical modelling in conjunction with machine-learning
techniques on big data to develop computer algorithms that can select the most
appropriate person to which an ad should be shown. These algorithms have been
used to identify suitable bidding strategies for that particular advert in
order to make the whole process as profitable as possible for businesses.
Crimtan's use of the algorithms have enabled them to improve the service that
they offer to clients, save money, make significant efficiency gains and
attract new business. This has had a knock-on effect with the clients
themselves, who have reported an increase in conversion rates as a result of
more targeted, accurate and informed advertising. We have also used mixed
Poisson processes for modelling for analysing repeat-buying behaviour of online
customers. To make numerical comparisons, we use real data collected by Crimtan
in the process of running several recent ad campaigns.
