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RE: Frequency Capping

From: Leonid Litvin <llitvin@pulsepoint.com>
Date: Tue, 10 Jul 2012 18:01:28 -0400
Message-ID: <1A970B2EF1C4D447A935E9AC2C4BD7F71909957E@CWEXCHANGE.contextweb.corp>
To: "Jonathan Mayer" <jmayer@stanford.edu>, "David Wainberg" <david@networkadvertising.org>
Cc: <public-tracking@w3.org>
AppNexus approach is reasonable and consistent with other approaches in the industry.


In determining the most efficient order of operations, it usually makes sense to use the filter that eliminates the greatest number of campaigns first.


Hence, a better empirical question is  what percentage of campaigns are eliminated by the frequency capping filter?   I would expect it to be relatively small so putting it after the revenue/margin calculations should not have a significant effect.  Worst case, if all n campaigns are eliminated, the ad selection mechanism can always “go for seconds.”


Leonid Litvin


From: Jonathan Mayer [mailto:jmayer@stanford.edu] 
Sent: Tuesday, July 10, 2012 5:26 PM
To: David Wainberg
Cc: public-tracking@w3.org
Subject: Re: Frequency Capping


I'd sure like to hear more from advertising industry participants about how frequency capping integrates into advertisement selection.  The AppNexus approach, if I read correctly, goes roughly as follows:


1) Begin with the set of all campaigns.


2) Filter by targeting criteria.


3) Filter by frequency capping.


4) Assign an expected revenue to each campaign.


5) Select the campaign with greatest expected revenue.


The approach includes testing the frequency cap of every campaign that matches targeting criteria.  What about, instead, only testing the cap for a subset of those campaigns:


1) Begin with the set of all campaigns.


2) Filter by targeting criteria.


3) Assign an expected revenue to each campaign.


4) Select the n campaigns with greatest expected revenue.


5) Filter by frequency capping.


6) Select the campaign with greatest expected revenue.


Some relevant empirical questions include: How often are the highest revenue campaigns frequency capped?  How well can an ad company predict which high-revenue campaigns will and won't be frequency capped?




On Monday, July 9, 2012 at 11:34 AM, David Wainberg wrote:

	Hi All,
	In case you haven't seen it already, I recommend Prof. Felten's excellent blog on "Privacy by Design: Frequency Capping." Please also read Brian O'Kelley's post in the comment section explaining what he sees as the technical hurdles for these alternative frequency capping methods. (I may be wrong, but I think Brian is a former student of Prof. Felten.) This kind of detailed technical discussion of these proposals seems very helpful. First, it helps us set reasonable expectations on all sides. Second, and more interesting to me, is that maybe we can have more discussion and collaboration on bringing these sorts of things to production. 



Received on Thursday, 12 July 2012 08:15:35 UTC

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