Efficient Delivery Policy to Minimize User Traffic Consumption in Guaranteed Advertising

Authors

  • Jia Zhang Chinese Academy of Sciences and University of Chinese Academy of Sciences
  • Zheng Wang The University of Hong Kong
  • Qian Li Chinese Academy of Sciences and University of Chinese Academy of Sciences
  • Jialin Zhang Chinese Academy of Sciences and University of Chinese Academy of Sciences
  • Yanyan Lan Chinese Academy of Sciences and University of Chinese Academy of Sciences
  • Qiang Li Chinese Academy of Sciences and University of Chinese Academy of Sciences
  • Xiaoming Sun CAS Key Lab of Network Data Science and Technology, Institute of Computing Technology, Chinese Academy of Sciences University of Chinese Academy of Sciences

DOI:

https://doi.org/10.1609/aaai.v31i1.10494

Keywords:

online advertising, guaranteed delivery, near optimal delivery policy, minimum user traffic consumption, maximum flow

Abstract

In this work, we study the guaranteed delivery model which is widely used in online advertising. In the guaranteed delivery scenario, ad exposures (which are also called impressions in some works) to users are guaranteed by contracts signed in advance between advertisers and publishers. A crucial problem for the advertising platform is how to fully utilize the valuable user traffic to generate as much as possible revenue. Different from previous works which usually minimize the penalty of unsatisfied contracts and some other cost (e.g. representativeness), we propose the novel consumption minimization model, in which the primary objective is to minimize the user traffic consumed to satisfy all contracts. Under this model, we develop a near optimal method to deliver ads for users. The main advantage of our method lies in that it consumes nearly as least as possible user traffic to satisfy all contracts, therefore more contracts can be accepted to produce more revenue. It also enables the publishers to estimate how much user traffic is redundant or short so that they can sell or buy this part of traffic in bulk in the exchange market. Furthermore, it is robust with regard to priori knowledge of user type distribution. Finally, the simulation shows that our method outperforms the traditional state-of-the-art methods.

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Published

2017-02-10

How to Cite

Zhang, J., Wang, Z., Li, Q., Zhang, J., Lan, Y., Li, Q., & Sun, X. (2017). Efficient Delivery Policy to Minimize User Traffic Consumption in Guaranteed Advertising. Proceedings of the AAAI Conference on Artificial Intelligence, 31(1). https://doi.org/10.1609/aaai.v31i1.10494