This is an abbreviated case study.
The gaming division of 21st Century Fox, now owned by The Walt Disney Company, was using Google’s Universal Ad Campaign (UAC) tool to advertise its apps. They controlled two levers—the campaign’s budget and bid price—which, over the course of the campaign, generated Return on Ad Spend (ROAS), “revenue brought in by ad viewers who install the app” divided by “amount of money spent on campaign.” The company wanted to know what budget and bid price to set in order to maximize the ROAS.
21st Century Fox came to Stratus Data with an optimization problem: how could they find the best values for budget and bid price to maximize revenue?