Ad Allocation with Secondary Metrics

Motivated by Online Ad allocation with advertisers that pursue multiple objectives, we introduce and study a problem of Ad Allocation with Secondary Metrics. For instance, advertisers pay per click which is the primary metric the platforms optimize for, but require the average cost of a conversion — the secondary metric — to be below some threshold. This is an explicit option for Facebook advertisers. Further, even when this is not an explicit option and the advertisers can only configure pay per click campaigns, sales teams often negotiate with advertisers in terms of expected conversion thresholds and this becomes the implicit secondary metric for the ad platform or the sales teams. We study this problem under both market and advertiser perspectives.