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2025 Vol.16, Issue 2 Preview Page

General Article

A Socio-economic cost-effective budget allocation framework for real-time bidding in online advertisement for urban development
Piyush Gupta1*
,
Komal Kumar Bhatia2
,
Neelam Duhan3
1Research Scholar, Department of Computer Engineering, J.C. Bose University of Science & Technology, YMCA, Faridabad, Haryana, India
2Professor, Department of Computer Engineering, J.C. Bose University of Science & Technology, YMCA, Faridabad, Haryana, India
3Associate Professor, Department of Computer Engineering, J.C. Bose University of Science & Technology, YMCA, Faridabad, Haryana, India
*Corresponding Author
30 June 2025. pp. 234-250
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Abstract

The adoption of Real Time Bidding (RTB) has emerged as a significant mechanism for online advertising via AI-based auctions, reflecting the rapid expansion of the online advertising sector. Conventional budget allocation strategies are ineffective in adapting to market changes, resulting in suboptimal spending and diminished advertising performance. This paper proposes a sustainable socio-economic and cost-effective budget allocation framework for RTB, utilising reinforcement learning and a hybrid Transformer-FM framework to dynamically balance bidding strategies and pacing budgets. Utilising live user engagement data ensures improved resource allocation and reduced advertising waste, resulting in a higher return on investment for urban development. Our method was validated through empirical results utilising the iPinYou dataset, demonstrating an increase in CTR by 11.2%, a reduction in CPC by 24.3%, and an additional 17.5% in clicks compared to traditional methods. The findings enable the development of more efficient digital advertising strategies that enhance financial expenditure through improved consumer engagement and company profitability.

Keywords
sustainable advertising
real-time bidding (RTB)
reinforcement learning
cost-per-click (CPC)
urban development
click-through rate (CTR)
bid optimization
transformer-fm model
digital marketing
economic efficiency
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Information
  • Publisher :Sustainable Building Research Center (ERC) Innovative Durable Building and Infrastructure Research Center
  • Publisher(Ko) :건설구조물 내구성혁신 연구센터
  • Journal Title :International Journal of Sustainable Building Technology and Urban Development
  • Volume : 16
  • No :2
  • Pages :234-250
  • Received Date : 2025-05-11
  • Accepted Date : 2025-06-09
  • DOI :https://doi.org/10.22712/susb.20250015
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