Abstract
In the context of online ad serving, display ads may appear on different types of webpages, where each page includes several ad slots and therefore multiple ads can be shown on each page. The set of ads that can be assigned to ad slots of the same page needs to satisfy various prespecified constraints including exclusion constraints, diversity constraints, and the like. Upon arrival of a user, the ad serving system needs to allocate a set of ads to the current webpage respecting these per-page allocation constraints. Previous slot-based settings ignore the important concept of a page and may lead to highly suboptimal results in general. In this article, motivated by these applications in display advertising and inspired by the submodular welfare maximization problem with online bidders, we study a general class of page-based ad allocation problems, present the first (tight) constant-factor approximation algorithms for these problems, and confirm the performance of our algorithms experimentally on real-world datasets.
A key technical ingredient of our results is a novel primal-dual analysis for handling free disposal, which updates dual variables using a “level function” instead of a single level and unifies with previous analyses of related problems. This new analysis method allows us to handle arbitrarily complicated allocation constraints for each page. Our main result is an algorithm that achieves a 1 - 1 / e - o(1)-competitive ratio. Moreover, our experiments on real-world datasets show significant improvements of our page-based algorithms compared to the slot-based algorithms.
Finally, we observe that our problem is closely related to the submodular welfare maximization (SWM) problem. In particular, we introduce a variant of the SWM problem with online bidders and show how to solve this problem using our algorithm for whole-page optimization.
- G. Agarwal, G. Goel, C. Karande, and A. Mehta. 2011. Online vertex-weighted bipartite matching and single-bid budgeted allocation. In SODA. SIAM. Google ScholarDigital Library
- G. Aggarwal, J. Feldman, S. Muthukrishnan, and M. Pál. 2008. Sponsored search auctions with Markovian users. WINE (2008), 621--628. Google ScholarDigital Library
- S. Agrawal, Z. Wang, and Y. Ye. 2014. A dynamic near-optimal algorithm for online linear programming. Operations Research 62.4 (2014), 876--890. Google ScholarDigital Library
- S. Athey and G. Ellison. 2011. Position auctions with consumer search. Quarterly Journal of Economics 126, 3 (2011), 1213--1270.Google ScholarCross Ref
- M. Babaioff, J. Hartline, and R. Kleinberg. 2009. Selling ad campaigns: Online algorithms with cancellations. In EC. 61--70. Google ScholarDigital Library
- L. Blumrosen and N. Nisan. 2009. On the computational power of demand queries. SIAM Journal on Computing 39, 4 (2009), 1372--1391.Google ScholarDigital Library
- N. Buchbinder, K. Jain, and J. S.fi Naor. 2007. Online primal-dual algorithms for maximizing ad-auctions revenue. In ESA. Springer, 253--264. Google ScholarDigital Library
- R. R. Burke and T. K. Srull. 1988. Competitive interference and consumer memory for advertising. Journal of Consumer Research (1988), 55--68.Google Scholar
- F. Constantin, J. Feldman, S. Muthukrishnan, and M. Pal. 2009. Online ad slotting with cancellations. In SODA. 1265--1274. Google ScholarDigital Library
- N. Devanur and T. Hayes. 2009. The adwords problem: Online keyword matching with budgeted bidders under random permutations. In EC. 71--78. Google ScholarDigital Library
- N. R. Devanur, K. Jain, and R. D. Kleinberg. 2013. Randomized primal-dual analysis of RANKING for online bipartite matching. In SODA. Google ScholarDigital Library
- N. R. Devanur, K. Jain, B. Sivan, and C. A. Wilkens. 2011. Near optimal online algorithms and fast approximation algorithms for resource allocation problems. In EC. ACM, 29--38. Google ScholarDigital Library
- U. Feige, N. Immorlica, V. Mirrokni, and H. Nazerzadeh. 2008. A combinatorial allocation mechanism for banner advertisement with penalties. In WWW. 169--178. Google ScholarDigital Library
- J. Feldman, M. Henzinger, N. Korula, V. S. Mirrokni, and C. Stein. 2010. Online Stochastic Ad Allocation: Efficiency and Fairness. Technical Report.Google Scholar
- J. Feldman, N. Korula, V. Mirrokni, S. Muthukrishnan, and M. Pal. 2009a. Online ad assignment with free disposal. In WINE. Google ScholarDigital Library
- J. Feldman, A. Mehta, V. Mirrokni, and S. Muthukrishnan. 2009b. Online stochastic matching: Beating 1-1/e. In FOCS. 117--126. Google ScholarDigital Library
- G. Goel and A. Mehta. 2008. Online budgeted matching in random input models with applications to adwords. In SODA. 982--991. Google ScholarDigital Library
- B. Haeupler, V. Mirrokni, and M. ZadiMoghaddam. 2011. Online stochastic weighted matching: Improved approximation algorithms. In WINE. 170--181. Google ScholarDigital Library
- B. Kalyanasundaram and K. R. Pruhs. 2000. An optimal deterministic algorithm for online b-matching. Theoretical Computer Science 233, 1--2 (2000), 319--325. Google ScholarDigital Library
- C. Karande, A. Mehta, and P. Tripathi. 2011. Online bipartite matching with unknown distributions. In STOC. 587--596. Google ScholarDigital Library
- R. M. Karp, U. V. Vazirani, and V. V. Vazirani. 1990. An optimal algorithm for online bipartite matching. In STOC. 352--358. Google ScholarDigital Library
- K. L. Keller. 1991. Memory and evaluation effects in competitive advertising environments. Journal of Consumer Research (1991), 463--476.Google Scholar
- D. Kempe and M. Mahdian. 2008. A cascade model for externalities in sponsored search. In WINE. Springer, 585--596. Google ScholarDigital Library
- R. J. Kent and C. T. Allen. 1994. Competitive interference effects in consumer memory for advertising: The role of brand familiarity. Journal of Marketing (1994), 97--105.Google Scholar
- M. Mahdian and Q. Yan. 2011. Online bipartite matching with random arrivals: A strongly factor revealing LP approach. In STOC. 597--606. Google ScholarDigital Library
- J. Mandese. 1991. Rival spots cluttering TV. Advertising Age 18 (1991).Google Scholar
- A. Mehta, A. Saberi, U. Vazirani, and V. Vazirani. 2007. AdWords and generalized online matching. Journal of the ACM 54, 5 (2007), 22. DOI:http://dx.doi.org/10.1145/1284320.1284321 Google ScholarDigital Library
- V. H. Menshadi, S. O. Gharan, and A. Saberi. 2011. Online stochastic matching: Online actions based on offline statistics. In SODA. 1285--1294. Google ScholarDigital Library
- V. S. Mirrokni, S. O. Gharan, and M. ZadiMoghaddam. 2011. Simultaneous approximations of stochastic and adversarial budgeted allocation problems. In SODA. 1690--1701. Google ScholarDigital Library
- PwC and IAB. 2011. IAB Internet Advertising Revenue Report, 2011. PricewaterhouseCoopers and the Interactive Advertising Bureau. Retrieved from http://www.iab.net/media/file/IAB-HY-2011-Report-Final.pdf.Google Scholar
- B. Tan and R. Srikant. 2011. Online advertisement, optimization and stochastic networks. In CDC-ECC. IEEE, 4504--4509.Google Scholar
- E. Vee, S. Vassilvitskii, and J. Shanmugasundaram. 2010. Optimal online assignment with forecasts. In EC. 109--118. Google ScholarDigital Library
- J. Vondrak. 2008. Optimal approximation for the submodular welfare problem in the value oracle model. In STOC. 67--74. Google ScholarDigital Library
Index Terms
- Whole-Page Optimization and Submodular Welfare Maximization with Online Bidders
Recommendations
Whole-page optimization and submodular welfare maximization with online bidders
EC '13: Proceedings of the fourteenth ACM conference on Electronic commerceIn the context of online ad serving, display ads may appear on different types of web-pages, where each page includes several ad slots and therefore multiple ads can be shown on each page. The set of ads that can be assigned to ad slots of the same page ...
Whole-page optimization and submodular welfare maximization with online bidders
EC '13: Proceedings of the fourteenth ACM conference on Electronic commerceIn the context of online ad serving, display ads may appear on different types of web-pages, where each page includes several ad slots and therefore multiple ads can be shown on each page. The set of ads that can be assigned to ad slots of the same page ...
A bridge between liquid and social welfare in combinatorial auctions with submodular bidders
AAAI'19/IAAI'19/EAAI'19: Proceedings of the Thirty-Third AAAI Conference on Artificial Intelligence and Thirty-First Innovative Applications of Artificial Intelligence Conference and Ninth AAAI Symposium on Educational Advances in Artificial IntelligenceWe study incentive compatible mechanisms for Combinatorial Auctions where the bidders have submodular (or XOS) valuations and are budget-constrained. Our objective is to maximize the liquid welfare, a notion of efficiency for budget-constrained bidders ...
Comments