Abstract
In this work, we specify a guaranteed delivery booking system which helps the publishers provide view-guarantees to advertisers. We provide these guarantees while ensuring that content is not repeated to users in a visit (deduplication) and users are not overwhelmed by the same content across visits (frequency capping). We discuss the application of the guaranteed delivery system to two different use-cases: one in e-commerce and another in video streaming systems. We pose the booking problem as an optimisation of revenue under several constraints. We show that, the optimisation can be solved efficiently and such a system could provide near-real-time responses and act as a self-serve platform for advertisers. We also address the various practical considerations in providing such guarantees.
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Notes
- 1.
Visits from a mobile device make up more than 90% of our traffic and hence without loss of generality we assume the device to be a mobile phone.
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Gupta, A., Bhatnagar, A., Rachakonda, A.R., Chittapur, R. (2020). Guaranteed Delivery of Advertisements to Targeted Audiences Under Deduplication and Frequency Capping Constraints. In: Nah, Y., Cui, B., Lee, SW., Yu, J.X., Moon, YS., Whang, S.E. (eds) Database Systems for Advanced Applications. DASFAA 2020. Lecture Notes in Computer Science(), vol 12113. Springer, Cham. https://doi.org/10.1007/978-3-030-59416-9_20
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