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Frequency Capping in Online Advertising

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Algorithms and Data Structures (WADS 2011)

Part of the book series: Lecture Notes in Computer Science ((LNTCS,volume 6844))

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Abstract

We study the following online problem. Each advertiser a i has a value v i , demand d i , and frequency cap f i . Supply units arrive online, each one associated with a user. Each advertiser can be assigned at most d i units in all, and at most f i units from the same user. The goal is to design an online allocation algorithm maximizing total value.

We first show a deterministic upper bound of 3/4-competitiveness, even when all frequency caps are 1, and all advertisers share identical values and demands. A competitive ratio approaching 1 − 1/e can be achieved via a reduction to a model with arbitrary decreasing valuations [GM07]. Our main contribution is analyzing two 3/4-competitive greedy algorithms for the cases of equal values, and arbitrary valuations with equal demands. Finally, we give a primal-dual algorithm which may serve as a good starting point for improving upon the 1 − 1/e ratio.

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Author information

Authors and Affiliations

  1. Open University, Israel

    Niv Buchbinder

  2. Computer Science Dept., Technion, Haifa, Israel

    Moran Feldman & Joseph (Seffi) Naor

  3. Yahoo! Research, Santa Clara, CA, USA

    Arpita Ghosh

Authors
  1. Niv Buchbinder
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  2. Moran Feldman
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  3. Arpita Ghosh
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  4. Joseph (Seffi) Naor
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Editor information

Editors and Affiliations

  1. School of Computer Science, Parallel Computing and Bioinformatics Laboratory, Carleton University, VISM Building, Room 6210, 1125 Colonel By Drive, K1S 5B6, Ottawa, ON, Canada

    Frank Dehne

  2. Department of Computer Science and Engineering, Polytechnic Institute of New York University, 5 MetroTech Center, 11201, New York, NY, USA

    John Iacono

  3. School of Computer Science, Herzberg Laboratories, Carleton University, Herzberg Building, Room 5350, 1125 Colonel By Drive, K1S 5B6, Ottawa, ON, Canada

    Jörg-Rüdiger Sack

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© 2011 Springer-Verlag Berlin Heidelberg

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Buchbinder, N., Feldman, M., Ghosh, A., Naor, J.(. (2011). Frequency Capping in Online Advertising. In: Dehne, F., Iacono, J., Sack, JR. (eds) Algorithms and Data Structures. WADS 2011. Lecture Notes in Computer Science, vol 6844. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-22300-6_13

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  • DOI: https://doi.org/10.1007/978-3-642-22300-6_13

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-22299-3

  • Online ISBN: 978-3-642-22300-6

  • eBook Packages: Computer ScienceComputer Science (R0)

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