Exploring Optimal Frequency Caps in Real Time Bidding Advertising

CASIA OpenIR > 多模态人工智能系统全国重点实验室 > 平行智能技术与系统团队

	Exploring Optimal Frequency Caps in Real Time Bidding Advertising
	Qin, Rui1,2,3 ; Yuan, Yong1,2,3 ; Wang, Fei-Yue1,4
	2016
会议名称	The 9th IEEE International Conference on Social Computing and Networking (SocialCom2016)
会议日期	2016
会议地点	USA
摘要	Benefited from the high-speed development of Internet and the popularization of big data technology, Real Time Bidding (RTB) emerged and developed quickly, and has become one of the most important and popular model for online computational advertising. In the pay-per-impression based RTB advertising, frequency capping is undoubtedly one of the most crucial issues faced by advertisers and Demand Side Platforms (DSPs), since there are generally vast amount of ad requests in RTB markets, among which many may be triggered by the same target audience. As such, choosing the optimal frequency cap considering all the advertisers becomes a critical issue faced by DSPs. Considering that displaying one advertisement multiple number of times to the same user will diminish the advertising effect, we introduce the concept of discount factor and establish an optimization model of frequency capping to seek for the optimal frequency cap for each advertiser. We also design some experiments to validate our proposed model by utilizing the computational experiment approach, and the experimental results show that the optimal frequency cap can be influenced by the values of the discount factors, and higher value of the discount factor can deduce the advertising effect of larger frequency cap. Moreover, when the discount factors of the advertisers take different values, there also exists an optimal frequency cap, at which the advertisers can get the expected maximum revenue in the long run.
关键词	Real Time Bidding Frequency Capping Computational Experiment Approach Demand Side Platforms Computational Advertising
收录类别	EI
文献类型	会议论文
条目标识符	http://ir.ia.ac.cn/handle/173211/15442
专题	多模态人工智能系统全国重点实验室_平行智能技术与系统团队
通讯作者	Yuan, Yong
作者单位	1.The State Key Laboratory of Management and Control for Complex Systems, Institute of Automation, Chinese Academy of Sciences 2.Qingdao Academy of Intelligent Industries 3.Beijing Engineering Research Center of Intelligent Systems and Technology 4.Research Center of Military Computational Experiments and Parallel System, National University of Defense Technology
第一作者单位	中国科学院自动化研究所
通讯作者单位	中国科学院自动化研究所
推荐引用方式 GB/T 7714	Qin, Rui,Yuan, Yong,Wang, Fei-Yue. Exploring Optimal Frequency Caps in Real Time Bidding Advertising[C],2016.

条目包含的文件		下载所有文件
文件名称/大小	文献类型	版本类型	开放类型	使用许可
Exploring Optimal Fr（2879KB）	会议论文		开放获取	CC BY-NC-SA	浏览下载