Dynamic ad layout revenue optimization for display advertising

Haibin Cheng, Eren Manavoglu, Ying Cui, Ruofei Zhang, Jianchang Mao
2012 Proceedings of the Sixth International Workshop on Data Mining for Online Advertising and Internet Economy - ADKDD '12  
Display advertising has been growing rapidly in recent years, with revenue generated from display ads placed on spaces allocated on publisher's web pages. Traditionally, the design and layout of ad spaces on a web page are predetermined and fixed for the publisher. The objective of this work is to investigate the revenue opportunities of changing the ad layout dynamically for the publisher. A dynamic ad layout revenue optimization framework is developed for display advertising, in terms of both
more » ... g, in terms of both guaranteed and non-guaranteed advertising. The system automatically selects the ad layout template with the highest potential revenue yield for each single web page presented to the user. Forecasting algorithms are developed to predict the revenue of each ad opportunity. Two objectives are explored for the forecasting algorithms of ad layout optimization, the expected revenue and actual revenue. Promising results are obtained in offline simulation on real data collected from a Yahoo! property. The dynamic ad layout optimization system is further tested on real-time traffic and a significant revenue gain is observed compared with a static ad layout serving method.
doi:10.1145/2351356.2351365 fatcat:bep42ps2dvgc3mwc4usybzssse