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Efficient online ad serving in a display advertising exchange

Published: 09 February 2011 Publication History

Abstract

We introduce and formalize a novel constrained path optimization problem that is the heart of the real-time ad serving task in the Yahoo! (formerly RightMedia) Display Advertising Exchange. In the Exchange, the ad server's task for each display opportunity is to compute, with low latency, an optimal valid path through a directed graph representing the business arrangements between the hundreds of thousands of business entities that are participating in the Exchange. These entities include not only publishers and advertisers, but also intermediate entities called "ad networks" which have delegated their ad serving responsibilities to the Exchange. Path optimality is determined by the payment to the publisher, and is affected by an advertiser's bid and also by the revenue-sharing agreements between the entities in the chosen path leading back to the publisher. Path validity is determined by constraints which focus on the following three issues: 1) suitability of the opportunity's web page and its publisher 2)suitability of the user who is currently viewing that web page, and 3) suitability of a candidate ad and its advertiser. Because the Exchange's constrained path optimization task is novel, there are no published algorithms for it. This paper describes two different algorithms that have both been successfully used in the actual Yahoo! ad server. The first algorithm has the advantage of being extremely simple, while the second is more robust thanks to its polynomial worst-case running time. In both cases, meeting latency caps has required that the basic algorithms be improved by optimizations; we will describe a candidate ordering scheme and a pre-computation scheme that have both been effective in reducing latency in the real ad serving system that serves over ten billion ad calls per day.

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  • (2016)Yield Optimization with Binding Latency Constraints2016 3rd International Conference on Soft Computing & Machine Intelligence (ISCMI)10.1109/ISCMI.2016.51(5-12)Online publication date: Nov-2016
  • (2015)Incentivizing advertiser networks to submit multiple bidsInternational Journal of Game Theory10.1007/s00182-015-0501-y45:4(1031-1052)Online publication date: 23-Sep-2015
  • (2014)Partner tiering in display advertisingProceedings of the 7th ACM international conference on Web search and data mining10.1145/2556195.2556258(133-142)Online publication date: 24-Feb-2014
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cover image ACM Conferences
WSDM '11: Proceedings of the fourth ACM international conference on Web search and data mining
February 2011
870 pages
ISBN:9781450304931
DOI:10.1145/1935826
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Publication History

Published: 09 February 2011

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Author Tags

  1. ad selection
  2. ad serving
  3. graph algorithms
  4. online advertising

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WSDM '11 Paper Acceptance Rate 83 of 372 submissions, 22%;
Overall Acceptance Rate 498 of 2,863 submissions, 17%

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Cited By

View all
  • (2016)Yield Optimization with Binding Latency Constraints2016 3rd International Conference on Soft Computing & Machine Intelligence (ISCMI)10.1109/ISCMI.2016.51(5-12)Online publication date: Nov-2016
  • (2015)Incentivizing advertiser networks to submit multiple bidsInternational Journal of Game Theory10.1007/s00182-015-0501-y45:4(1031-1052)Online publication date: 23-Sep-2015
  • (2014)Partner tiering in display advertisingProceedings of the 7th ACM international conference on Web search and data mining10.1145/2556195.2556258(133-142)Online publication date: 24-Feb-2014
  • (2014)A survey on real time bidding advertisingProceedings of 2014 IEEE International Conference on Service Operations and Logistics, and Informatics10.1109/SOLI.2014.6960761(418-423)Online publication date: Oct-2014
  • (2012)An incentive---compatible revenue---sharing mechanism for the economic sustainability of multi---domain search based on advertisingSearch Computing10.5555/2427336.2427356(240-254)Online publication date: 1-Jan-2012
  • (2012)Handling forecast errors while bidding for display advertisingProceedings of the 21st international conference on World Wide Web10.1145/2187836.2187887(371-380)Online publication date: 16-Apr-2012
  • (2012)An Incentive–Compatible Revenue–Sharing Mechanism for the Economic Sustainability of Multi–domain Search Based on AdvertisingSearch Computing10.1007/978-3-642-34213-4_16(240-254)Online publication date: 2012
  • (2011)Efficiently evaluating graph constraints in content-based publish/subscribeProceedings of the 20th international conference on World wide web10.1145/1963405.1963476(497-506)Online publication date: 28-Mar-2011

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