NDLI: Large scale ad latency analysis

Content Provider	IEEE Xplore Digital Library
Author	Grbovic, M. Malkin, J. Das, H.
Copyright Year	2013
Description	Author affiliation: Yahoo! Labs., Sunnyvale, CA, USA (Grbovic, M.; Malkin, J.; Das, H.)
Abstract	Late web display advertisements are problematic for both the user experience and the monetary machinery powering the display advertising industry. If a web page is delivered to a user but the ad fails to load in time, the publisher cannot charge the advertiser for that impression. Detecting whether a specific ad will render in time could give the publisher a choice to show that ad or another one. Further, discovering the root causes of latency, possibly over time as new violators emerge, would allow the publisher to address the actionable issues. We propose a system that predicts, at serve time, which ads are likely to have high latency. Once identified we can either ignore those ads, even if they win the auction, or apply a penalty to those ads. In addition, our system collects the daily impression logs, consisting of different types of observations measured at serve time and the associated latency in milliseconds, and analyzes the data to identify the features associated with late ads and likely to be causing the delay.
Sponsorship	IEEE Comput. Soc.
Starting Page	762
Ending Page	767
File Size	159632
Page Count	6
File Format	PDF
ISBN	9781479912933
DOI	10.1109/BigData.2013.6691649
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2013-10-06
Publisher Place	USA
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Training Classification Predictive models Feature extraction Data models Vectors Mapreduce Big data Browsers Ad latency Logistics
Content Type	Text
Resource Type	Article

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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