How much to bid in Digital Signage Advertising Auctions

In this paper we investigate bidding strategies for auctions that sell advertising space on digital signage. We introduce actionable advertisements, which are advertisements that entice you to take a specific action at a certain location in a specific time window. We introduce auctions for multiple advertising slots and present bidding strategies that take into account the number of faces seen in front of the display, the current time and location, as well as the user profiles of the users in front of the display. We use decision theory to calculate the expected utility of being shown for each advertisement.