9 research outputs found
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
Overview of Turn Data Management Platform for Digital Advertising
This paper gives an overview of Turn Data Management Platform (DMP). We explain the purpose of this type of platforms, and show how it is positioned in the current digital advertising ecosystem. We also provide a detailed description of the key components in Turn DMP. These components cover the functions of (1) data ingestion and integration, (2) data warehousing and analytics, and (3) real-time data activation. For all components, we discuss the main technical and research challenges, as well as the alternative design choices. One of the main goals of this paper is to highlight the central role that data management is playing in shaping this fast growing multi-billion dollars industry. 1