06/19/22 1 Online Advertisement Online Advertisement Campaign Optimization Campaign Optimization Shi Zhong Data Mining and Research Group Yahoo! Inc. Joint work with Weiguo Liu, Shyam Kapur, and Mayank Chaudhary, published in IEEE/INFORMS SOLI Conference
Online Advertisement Campaign Optimization. Shi Zhong Data Mining and Research Group Yahoo! Inc. Joint work with Weiguo Liu, Shyam Kapur, and Mayank Chaudhary, published in IEEE/INFORMS SOLI Conference. Agenda. Introduction to online advertising Online ad campaign optimization problem - PowerPoint PPT Presentation
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Netflix, Q4 AdvertisingBudget=$500k,Drive traffic to netflix.com
Google Adwords$250k{dvd rental, online dvd, online movie, …}
Yahoo Display Ads$150k{yahoo top page + LREC, yahoo movie + N, BT=entertainment/movie, …}
DoubleClick$100k{CNN.COM + LREC, IMDB.com + N, …}
Ad Agencies
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We focus on …
Display advertising campaignsOptimize media buys given a campaign budget and/or campaign objectives
Maximize # conversions/clicks for a given budget Minimize cost for a given number of conversions/clicks
Experiments inside Yahoo Media buys limited to Yahoo products
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A Campaign Example
A campaign contains multiple lines/productsA line specifies a product from the publisher, a quantity, and a priceA product consists of page location, position, and profile
Page Location Position Targeting Profiles Impressions (thousands)
CPM($)
Run-Of-Personal N Age>=35, Country=US, FreqCap=1 1,476 0.8
Quantity and Price Quantity is capped by inventory availabilityPrice is determined by a bidding process
Except for “guaranteed delivery” – for which advertisers have to pay a premium
Higher bid earns higher priority at ad delivery time, thus has a higher probability getting more impressions
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Optimization Formulation - I
Maximize profit for a given budget
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ctr = click through ratecpm = cost per thousand imps
rpc = revenue per clickBudget = total budget= max fraction of Budget per line = profit marginCapi = available # imps for line i
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Optimization Formulation - II
Minimize cost for a desired number of clicks
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Test Results Take a few historical campaigns with Yahoo for some advertiserCompare simulated results from optimization formulation-II with historical campaignsAverage cost saving (for generating same number of clicks) is 26%