2008 ExperimentalComparisonofScalabl

• (Wu et al., 2008) ⇒ Gang Wu, and Brendan Kitts. (2008). “Experimental Comparison of Scalable Online Ad Serving.” In: Proceedings of the 14th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD-2008). doi:10.1145/1401890.1402010

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• http://scholar.google.com/scholar?q=%22Experimental+comparison+of+scalable+online+ad+serving%22+2008
• http://portal.acm.org/citation.cfm?doid=1401890.1402010&preflayout=flat#citedby

Quotes

Abstract

Online Ad Servers attempt to find best ads to serve for a given triggering user event. The performance of ads may be measured in several ways. We suggest a formulation in which the ad network tries to maximize revenue subject to relevance constraints. We describe several algorithms for ad selection and review their complexity. We tested these algorithms using Microsoft ad network from October 1 2006 to February 8 2007. Over 3 billion impressions, 8 million combinations of triggers with ads, and a number of algorithms were tested over this period. We discover curious differences between ad-servers aimed at revenue versus clickthrough rate.

References

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	Author	volume	Date Value	title	type	journal	titleUrl	doi	note	year
2008 ExperimentalComparisonofScalabl	Brendan Kitts Gang Wu			Experimental Comparison of Scalable Online Ad Serving				10.1145/1401890.1402010