Research on the Frequency Capping Issue in RTB Advertising: A Computational Experiment Approach

CORC > 自动化研究所 > 中国科学院自动化研究所 > 复杂系统管理与控制国家重点实验室 > 先进控制与自动化团队

	Research on the Frequency Capping Issue in RTB Advertising: A Computational Experiment Approach
	Qin, Rui; Yuan, Yong; Wang, Fei-Yue; Li, Juanjuan; Rui Qin
	2015-11
会议日期	Nov. 27-29, 2015
会议地点	Wuhan, China
关键词	Real Time Bidding Computational Advertising Frequency Capping Computational Experiment Approach Demand Side Platforms
英文摘要	Real time bidding (RTB) is emerged with the rapid development and integration of Internet and big data, and it has become the most important business model for online computational advertising. In RTB-based advertising markets, Demand Side Platforms (DSPs) aim to help the advertisers buy ad impressions matched with their target audiences. Due to the existence of discount rate, the advertising effect may be diminished when displaying the advertisements multiple times to the same target audience. As such, frequency capping is widely considered as a crucial issue faced by most advertisers. In this paper, we mainly consider the frequency capping problems in RTB advertising markets, and establish a two-stage optimization model for advertisers and DSPs. Utilizing the computational experiment approach, we design two experiments to validate our model. The experimental results show that under different discount rates, the optimal frequency caps are different. Moreover, when considering all the discount rates, there exists an optimal frequency cap, at which the expected maximum revenue can be obtained in the long run.
会议录	Proceedings of 2015 Chinese Automation Congress
内容类型	会议论文
源URL	[http://ir.ia.ac.cn/handle/173211/11568]
专题	自动化研究所_复杂系统管理与控制国家重点实验室_先进控制与自动化团队
通讯作者	Rui Qin
推荐引用方式 GB/T 7714	Qin, Rui,Yuan, Yong,Wang, Fei-Yue,et al. Research on the Frequency Capping Issue in RTB Advertising: A Computational Experiment Approach[C]. 见:. Wuhan, China. Nov. 27-29, 2015.