Scalable Audience Reach Estimation in Real-time Online Advertising

Online advertising has been introduced as one of the most efficient methods of advertising throughout the recent years. Yet, advertisers are concerned about the efficiency of their online advertising campaigns and consequently, would like to restrict their ad impressions to certain websites and/or certain groups of audience. These restrictions, known as targeting criteria, limit the reachability for better performance. This trade-off between reachability and performance illustrates a need for a forecasting system that can quickly predict/estimate (with good accuracy) this trade-off. Designing such a system is challenging due to (a) the huge amount of data to process, and, (b) the need for fast and accurate estimates. In this paper, we propose a distributed fault tolerant system that can generate such estimates fast with good accuracy. The main idea is to keep a small representative sample in memory across multiple machines and formulate the forecasting problem as queries against the sample. The key challenge is to find the best strata across the past data, perform multivariate stratified sampling while ensuring fuzzy fall-back to cover the small minorities. Our results show a significant improvement over the uniform and simple stratified sampling strategies which are currently widely used in the industry

Generic Subsequence Matching Framework: Modularity, Flexibility, Efficiency

Subsequence matching has appeared to be an ideal approach for solving many problems related to the fields of data mining and similarity retrieval. It has been shown that almost any data class (audio, image, biometrics, signals) is or can be represented by some kind of time series or string of symbols, which can be seen as an input for various subsequence matching approaches. The variety of data types, specific tasks and their partial or full solutions is so wide that the choice, implementation and parametrization of a suitable solution for a given task might be complicated and time-consuming; a possibly fruitful combination of fragments from different research areas may not be obvious nor easy to realize. The leading authors of this field also mention the implementation bias that makes difficult a proper comparison of competing approaches. Therefore we present a new generic Subsequence Matching Framework (SMF) that tries to overcome the aforementioned problems by a uniform frame that simplifies and speeds up the design, development and evaluation of subsequence matching related systems. We identify several relatively separate subtasks solved differently over the literature and SMF enables to combine them in straightforward manner achieving new quality and efficiency. This framework can be used in many application domains and its components can be reused effectively. Its strictly modular architecture and openness enables also involvement of efficient solutions from different fields, for instance efficient metric-based indexes. This is an extended version of a paper published on DEXA 2012.Comment: This is an extended version of a paper published on DEXA 201