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Apriori rule-based in-app ad selection online algorithm for improving Supply-Side Platform revenues
Anik Mukherjee,
Published in Association for Computing Machinery
2017
Volume: 8
   
Issue: 2-3
Abstract
Today, smartphone-based in-app advertisement forms a substantial portion of the online advertising market. In-app publishers go through ad-space aggregators known as Supply-Side Platforms (SSPs), who, in turn, act as intermediaries for ad-agency aggregators known as demand-side platforms. The SSPs face the twin issue of making ad placement decisions within an order of milliseconds, even though their revenue streams can be optimized only by a careful selection of ads that elicit appropriate user responses regarding impressions, clicks, and conversions. This article considers the SSP's perspective and presents an online algorithm that balances these two issues. Our experimental results indicate that the decision-making time generally ranges between 20 ms and 50 ms and accuracy from 1% to 10%. Further, we conduct statistical analysis comparing the theoretical complexity of the online algorithm with its empirical performance. Empirically, we observe that the time is directly proportional to the number of incoming ads and the number of online rules. © 2017 ACM.
About the journal
JournalData powered by TypesetACM Transactions on Management Information Systems
PublisherData powered by TypesetAssociation for Computing Machinery
ISSN2158656X
Open AccessNo
Concepts (11)
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    Decision making
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    Integer programming
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    Smartphones
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    Space platforms
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    APRIORI ALGORITHMS
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    DEMAND-SIDE
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    Integer linear programming
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    On-line algorithms
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    RULE GENERATION
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    Supply sides
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    Optimization