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2008
Springer

A note on search based forecasting of ad volume in contextual advertising

10 years 6 months ago
A note on search based forecasting of ad volume in contextual advertising
In contextual advertising, estimating the number of impressions of an ad is critical in planning and budgeting advertising campaigns. However, producing this forecast, even within large margins of error, is quite challenging. We attack this problem by simulating the presence of a given ad with its associated bid over historical data, involving billions of impressions. This apparently enormous computational task is reduced to a search task involving only the set of distinct pages in the data. Furthermore the search is made more efficient using a two-level search process. Experimental results show that our approach can accurately forecast the expected number of impressions of contextual ads in real time. Categories and Subject Descriptors H.3.3 [Information Storage and Retrieval]: Information Search and Retrieval--search process; H.2.8 [Database Management]: Database Applications--data mining General Terms Algorithms, Experimentation, Measurement, Performance
Xuerui Wang, Andrei Z. Broder, Marcus Fontoura, Va
Added 12 Oct 2010
Updated 12 Oct 2010
Type Conference
Year 2008
Where CIKM
Authors Xuerui Wang, Andrei Z. Broder, Marcus Fontoura, Vanja Josifovski
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