Delivering Guaranteed Display Ads under Reach and Frequency Requirements


  • Ali Hojjat University of California, Irvine
  • John Turner University of California, Irvine
  • Suleyman Cetintas Yahoo Labs
  • Jian Yang Yahoo Labs



column generation, patterns, reach, frequency, advertising


We propose a novel idea in the allocation and serving of online advertising. We show that by using predetermined fixed-length streams of ads (which we call patterns) to serve advertising, we can incorporate a variety of interesting features into the ad allocation optimization problem. In particular, our formulation optimizes for representativeness as well as user-level diversity and pacing of ads, under reach and frequency requirements. We show how the problem can be solved efficiently using a column generation scheme in which only a small set of best patterns are kept in the optimization problem. Our numerical tests suggest that with parallelization of the pattern generation process, the algorithm has a promising run time and memory usage.




How to Cite

Hojjat, A., Turner, J., Cetintas, S., & Yang, J. (2014). Delivering Guaranteed Display Ads under Reach and Frequency Requirements. Proceedings of the AAAI Conference on Artificial Intelligence, 28(1).