Multi-Touch Attribution Based Budget Allocation in Online Advertising

Budget allocation in online advertising deals with distributing the campaign (insertion order) level budgets to different sub-campaigns which employ different targeting criteria and may perform differently in terms of return-on-investment (ROI). In this paper, we present the efforts at Turn on how to best allocate campaign budget so that the advertiser or campaign-level ROI is maximized. To do this, it is crucial to be able to correctly determine the performance of sub-campaigns. This determination is highly related to the action-attribution problem, i.e. to be able to find out the set of ads, and hence the sub-campaigns that provided them to a user, that an action should be attributed to. For this purpose, we employ both last-touch (last ad gets all credit) and multi-touch (many ads share the credit) attribution methodologies. We present the algorithms deployed at Turn for the attribution problem, as well as their parallel implementation on the large advertiser performance datasets. We conclude the paper with our empirical comparison of last-touch and multi-touch attribution-based budget allocation in a real online advertising setting.Comment: This paper has been published in ADKDD 2014, August 24, New York City, New York, U.S.

Design and Performance Analysis of Genetic Algorithms for Topology Control Problems

In this dissertation, we present a bio-inspired decentralized topology control mechanism, called force-based genetic algorithm (FGA), where a genetic algorithm (GA) is run by each autonomous mobile node to achieve a uniform spread of mobile nodes and to provide a fully connected network over an unknown area. We present a formal analysis of FGA in terms of convergence speed, uniformity at area coverage, and Lyapunov stability theorem. This dissertation emphasizes the use of mobile nodes to achieve a uniform distribution over an unknown terrain without a priori information and a central control unit. In contrast, each mobile node running our FGA has to make its own movement direction and speed decisions based on local neighborhood information, such as obstacles and the number of neighbors, without a centralized control unit or global knowledge. We have implemented simulation software in Java and developed four different testbeds to study the effectiveness of different GA-based topology control frameworks for network performance metrics including node density, speed, and the number of generations that GAs run. The stochastic behavior of FGA, like all GA-based approaches, makes it difficult to analyze its convergence speed. We built metrically transitive homogeneous and inhomogeneous Markov chain models to analyze the convergence of our FGA with respect to the communication ranges of mobile nodes and the total number of nodes in the system. The Dobrushin contraction coefficient of ergodicity is used for measuring convergence speed for homogeneous and inhomogeneous Markov chain models of our FGA. Furthermore, convergence characteristic analysis helps us to choose the nearoptimal values for communication range, the number of mobile nodes, and the mean node degree before sending autonomous mobile nodes to any mission. Our analytical and experimental results show that our FGA delivers promising results for uniform mobile node distribution over unknown terrains. Since our FGA adapts to local environment rapidly and does not require global network knowledge, it can be used as a real-time topology controller for commercial and military applications

Antimicrobial, anti-biofilm and cytotoxic properties of methallyl functionalized benzimidazolium-derived Ag(I)-Nheterocyclic carbene complexes

Purpose: To investigate the antimicrobial, antibiofilm, and cytotoxicity properties of methallyl substituted benzimidazolium-based, silver-bound N-heterocyclic carbene (Ag(I)-NHC) complexes, with respect to their potential to act as antimicrobial agents.Methods: The antimicrobial, antibiofilm, and cytotoxicity properties of the four complexes, the synthesis and characterization of which were carried out previously, were investigated. The antimicrobial properties were tested using the broth microdilution method, while their antibiofilm potential were determined by microtiter plate assay. The L-929 cell line was used for cytotoxic studies.Results: Strong antibiofilm and antimicrobial effects were produced by Ag(I)-NHC complexes. Compounds 2 and 3 showed potent activities against E. coli strain, with effects similar to that of positive control antibiotic, while compounds 1 and 4 exhibited antimicrobial activity at a concentration of 31.2 μg/mL. The compounds were effective against biofilms formed at concentrations in the range of 32 – 84 %, and degraded mature biofilms at a concentration range of 14 - 66 %. Compounds 1 and 2 did not significantly affect cell survival (p > 0.05), while compounds 3 and 4 significantly reduced cell survival, when compared with untreated cells in the control group (p < 0.001).Conclusion: This study may be one of the few studies on benzimidazolium-derived NHCs. The compounds which produced antimicrobial, antibiofilm, and cytotoxic properties in this study may be valuable and novel antimicrobial agents. Therefore, there is need for further in vivo and in vitro studies on these compounds