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Ad Serving Algorithm/ probability/ mechanism.

Posted on 2010-08-15
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Last Modified: 2013-11-13
Hello experts ,

       Back again after a very long period, just had a solution few days back from experts exchange and m glad to inform that i have been sucessful in deploying my own ad server which is running quite well and on a high.  I will straight forwardly put my current mechnaism and my problems that are arising which is urgently needed to be fixed.


1. Current scenairo
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I have all those ads of our clients , we pick all the qualified ads , shuffle them, then  , since we have targetting enabled , we merge the shuffled ads with all the contextual ads and reshuffle again and deliver one of the ads , this brings atleast a  possiblity to balance our global and targetted ads.


2. Problems
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As you mught have seen we have no algorithm working in it which really schedules an ad to run and maintain a balance of our total inventory so that one client doesnt complains of getting low clicks while the others get enough of them. In the general ad serving network i have seen that the ads which are set to run globally gets picked up atonce and it continues delivering impression  until it replinishes the users balance, and then it comes to the next ads and continues accordingly, This however is obvious that the ad server may have choosen based on the user account balance criteria , say starting from low to high and vice versa. But imagine the situation in this type of algorithms when you  keep on delivering impression and no one clicks them and nothing is changed , so you wont be keeping the ads delivered all day long and would pick up some other ad ..this will make other clients unhappy.


First of all i would like to request a simple , realtime , conventional applicable alogorithm that can be easily deployed and should satisy every user clicks based on their account balance. Secondly how to schedule ads to be run on the network , atleast delivering balanced impression/clicks  from the total available inventory. I hope i am able to  express it out. Pls do help me , anything which is just good will work.
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Question by:pvsbandii
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Expert Comment

by:aburr
ID: 33446921
It is unclear to me what it is you want. particularly what is the "user account balance" and how does it fit into your program? is "user" the client who contracts for an ad or is it the person to whom the ad is presented? Can a client actually get too many clicks?!? I think it will be impossible to keep a client with a bad product happy. What do you consider "a balance of our total inventory" to be?

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Author Comment

by:pvsbandii
ID: 33449475
Account balance means the $ in his account that he had put on to spend on his ad campaigns. The ideal thing i was thinking to prioritize the ads were the the users account balance (as i guess most ad networks does ). More $$ you have in your account , the ad server tends to finish it more sooner. However tied up with targetted ads (such as by country , browsers etc) + global ads + priority ads(on $$ basis) it gets mixed up and unbalanced . Means someone or othe other is unhappy that he isnt getting much clicks. /ofcourse a bad products is sure to get to low clicks yet there is no firm algorithm which i can implement straight on which can atleast balance the ad delivery  , not interms of clicks though but in terms of the impression. So any simple theory or logic how would i deliver these objects. See below.

A- Global campaigns

B- Targetted Campaigns


Despite being delivering those A and B ads to an user i also want that they come up with the $$ basis , from high to low. More $$ you have , more you get the impression and hence clicks.

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Accepted Solution

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aburr earned 500 total points
ID: 33450755
"Despite being delivering those A and B ads to an user i also want that they come up with the $$ basis , from high to low. More $$ you have , more you get the impression and hence clicks."
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If I understand you correctly I think this is bad business practice. The ad frequency should not depend on how much $ the client has sitting in his account with you. Of course when that amount = $0, ad placements should cease entirely. Some companies make sure that any balances they have with other companies are as small as possible. That is just good business practice.
I would suggest that you let your clients decide what percentage of their ads are global and what percent targeted. I would think you would charge more for targeted ads.
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Author Closing Comment

by:pvsbandii
ID: 33525015
thank you for advice. :)
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