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Method and System for Adaptively Redistributing Traffic for Template Optimization

IP.com Disclosure Number: IPCOM000235849D
Publication Date: 2014-Mar-27
Document File: 4 page(s) / 72K

Publishing Venue

The IP.com Prior Art Database

Related People

Shivaram Kalyanakrishnan: INVENTOR [+5]

Abstract

A method and system is disclosed for adaptively redistributing traffic for template optimization. The method and system redistributes traffic among competing templates, based on Click Through Rate (CTR), for rendering advertisements periodically. The method and system assigns highest traffic to the best performing template while lowest for worst performing template.

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Method and System for Adaptively Redistributing Traffic for Template Optimization

Abstract

A method and system is disclosed for adaptively redistributing traffic for template optimization.  The method and system redistributes traffic among competing templates, based on Click Through Rate (CTR), for rendering advertisements periodically.  The method and system assigns highest traffic to the best performing template while lowest for worst performing template.

Description

Disclosed is a method and system for adaptively redistributing traffic for template optimization.  The method and system utilizes a Thompson Sampling algorithm [1], adapts the algorithm to a batch setting and thereafter inserts a damping rule to protect from aggressive exploration.  The method and system initially considers a fixed set of templates and then provides a framework that is flexible enough to handle a dynamic set of templates.

The fixed set of templates, , are considered for traffic redistribution.  A corresponding experiment progresses through phases , where  is a suitable horizon for the experiment.  For each phase  and for , the method fixes the fraction of traffic  to be allotted to a template .  The fraction of traffic is allotted in such a manner that it ensures .  Once traffic is allotted to the template , the allotted traffic is executed through a phase t and the number of impressions and clicks for each template is recorded.

For the template , let  denote the number of impressions (or tries) during the phase ,  denote the number of clicks (or successes) and  the number of no-clicks (or failures).  For the number of impressions, clicks and no clicks, the relation between the terms is observed as .  The method allocates traffic to the templates at the beginning of each phase by considering statistics gathered from previous phases.  For instance, the task at the beginning of a phase  is:

Given: () for  and ,

Set: for .

For such a task, the allocations are set such that  is maximized.

For the task, shorter phases, that facilitate more frequent updates to the traffic split, are more effective.  In a practical implementation, a length of each phase is governed by latency involved in obtaining statistics from previous phases and pushing through the current allocations to the appropriate servers.  Initial considerations involve phases for a period of 24 hours, but subsequently updates during the phases are considered for every 2 hours.  A delay of approximately six hours in setup implies that with a 2 hour phase, the statistics from phase  and earlier phases can be used to redistribute traffic for the phase .  The method executes the traffic redistribution algorithm forever; the horizon  is left unspecified, and interpreted to be infinite.

Thereafter, a procedure for redistributing traffic at the beginning of each phase is described.  In the very first phase, each template is given an equal share of the traffic; i.e.,  for .  As stati...