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

Scalable Semantic Matching of Queries to Ads in Sponsored Search Advertising

Sponsored search represents a major source of revenue for web search engines. This popular advertising model brings a unique possibility for advertisers to target users' immediate intent communicated through a search query, usually by displaying their ads alongside organic search results for queries deemed relevant to their products or services. However, due to a large number of unique queries it is challenging for advertisers to identify all such relevant queries. For this reason search engines often provide a service of advanced matching, which automatically finds additional relevant queries for advertisers to bid on. We present a novel advanced matching approach based on the idea of semantic embeddings of queries and ads. The embeddings were learned using a large data set of user search sessions, consisting of search queries, clicked ads and search links, while utilizing contextual information such as dwell time and skipped ads. To address the large-scale nature of our problem, both in terms of data and vocabulary size, we propose a novel distributed algorithm for training of the embeddings. Finally, we present an approach for overcoming a cold-start problem associated with new ads and queries. We report results of editorial evaluation and online tests on actual search traffic. The results show that our approach significantly outperforms baselines in terms of relevance, coverage, and incremental revenue. Lastly, we open-source learned query embeddings to be used by researchers in computational advertising and related fields.Comment: 10 pages, 4 figures, 39th International ACM SIGIR Conference on Research and Development in Information Retrieval, SIGIR 2016, Pisa, Ital

A Non-blocking Buddy System for Scalable Memory Allocation on Multi-core Machines

Common implementations of core memory allocation components handle concurrent allocation/release requests by synchronizing threads via spin-locks. This approach is not prone to scale with large thread counts, a problem that has been addressed in the literature by introducing layered allocation services or replicating the core allocators - the bottom most ones within the layered architecture. Both these solutions tend to reduce the pressure of actual concurrent accesses to each individual core allocator. In this article we explore an alternative approach to scalability of memory allocation/release, which can be still combined with those literature proposals. We present a fully non-blocking buddy-system, that allows threads to proceed in parallel, and commit their allocations/releases unless a conflict is materialized while handling its metadata. Beyond improving scalability and performance it is resilient to performance degradation in face of concurrent accesses independently of the current level of fragmentation of the handled memory blocks

NBBS: A Non-blocking Buddy System for Multi-core Machines

Common implementations of core memory allocation components, like the Linux buddy system, handle concurrent allocation/release requests by synchronizing threads via spinlocks. This approach is not prone to scale with large thread counts, a problem that has been addressed in the literature by introducing layered allocation services or replicating the core allocators—the bottom most ones within the layered architecture. Both these solutions tend to reduce the pressure of actual concurrent accesses to each individual core allocator. In this article we explore an alternative approach to scalability of memory allocation/release, which can be still combined with those literature proposals. We present a fully non-blocking buddy-system, where threads performing concurrent allocations/releases do not undergo any spinlock based synchronization. Our solution allows threads to proceed in parallel, and commit their allocations/releases unless a conflict is materialized while handling its metadata. Conflict detection relies on conventional atomic machine instructions in the Read-Modify-Write (RMW) class. Beyond improving scalability and performance, our solution can also avoid wasting clock cycles for spin-lock operations by threads that could in principle carry out their memory allocation/release in full concurrency. Thus, it is resilient to performance degradation—in face of concurrent accesses—independently of the current level of fragmentation of the handled memory blocks