Smart Pacing for Effective Online Ad Campaign Optimization

In targeted online advertising, advertisers look for maximizing campaign performance under delivery constraint within budget schedule. Most of the advertisers typically prefer to impose the delivery constraint to spend budget smoothly over the time in order to reach a wider range of audiences and have a sustainable impact. Since lots of impressions are traded through public auctions for online advertising today, the liquidity makes price elasticity and bid landscape between demand and supply change quite dynamically. Therefore, it is challenging to perform smooth pacing control and maximize campaign performance simultaneously. In this paper, we propose a smart pacing approach in which the delivery pace of each campaign is learned from both offline and online data to achieve smooth delivery and optimal performance goals. The implementation of the proposed approach in a real DSP system is also presented. Experimental evaluations on both real online ad campaigns and offline simulations show that our approach can effectively improve campaign performance and achieve delivery goals.Comment: KDD'15, August 10-13, 2015, Sydney, NSW, Australi

Digital audio and programmatic ad buying: status and prospects in the post-pandemic context

This article examines the implementation of programmatic buying in the digital audio sector. The sustained growth present in the different markets helps the consolidation of this medium that brings enormous benefits to commercial communication. The main aim of this research is to understand the current situation of the programmatic audio advertising buying sector. In order to address the object of study, an exploratory approach has been carried out by applying a qualitative and quantitative methodology developed with professionals from the sector and supported by the collaboration of entities such as IAB and Programmatic Spain. The results show that there is a greater commitment by brands to invest in digital audio due to its flexibility and the ability to send segmented messages with greater effectiveness and consumer engagement. As a non-invasive medium, the inclusion of digital audio in media plans has a direct impact on listener’s attention. Data shows that there has been a significant increase in the consumption of streaming music, online radio, and podcasts. Nevertheless, investment is still focused on traditional radio and the results of the study show a reluctance to plan integrated campaigns. Moreover, the difficulty in measuring return on investment is a major deterrent to the investment attracted. Professionals interviewed say that the market provides transparency and quality guarantees, as opposed to other problems such as fraud in data measurement that have slowed down investment in the past.