Supply Path Optimization in Video Advertising Landscape

In the programmatic era, with a lot of players in the market, it is quite complex for a buyer to reach the destination, namely advertising slot from the source, namely publisher. Auction Duplication, internal deals between DSP & SSP, and fraudulent activities are making the existing complex route even more complex day by day. Due to the aforementioned reasons, it is fairly evident that a single impression is being sold through multiple routes by multiple sellers at multiple prices. The new dilemma that has emerged recently is: Which route/path should the buyer choose and what should be the fair price to pay?

In this talk, we will discuss a framework that solves the problem of choosing the best path at the right price in programmatic Video Advertising. Initially, we will give an overview of all the different approaches tried i.e., Clustering, Classification Modelling, DEA, and Scoring based on Classification modeling. Out of these, DEA and Scoring Methodology had better results, and hence a detailed comparison of results and why a particular approach worked better will be illustrated. The final framework explains the two best-worked techniques: 1. Data Envelopment Analysis and 2.Scoring based on Classification Modeling. DEA is a non-parametric method used to rank the Unsupervised dataset of various supply paths by estimating the relative efficiencies. These efficiencies are calculated by comparing all the possible production frontiers of decision-making units (here supply paths). As a statistical and machine learning hybrid, the Scoring method calculates the score against each supply path, helping us decide whether a path is worth bidding.

The results of these models are compared with each other to choose the best one based on campaign KPI i.e., CPM (Cost per 1000 impressions) and CPCV (Cost per completed view of the video ad). A 4 - 8% improvement in CPM is observed in multiple test video ad campaigns, however, there is a dip in the number of impressions delivered. This is tackled by including impressions as an input in both the techniques. These clear improvements in CPM indicate that the technique results in better ROI compared to the heuristic approach. This approach can be used in various sectors like Banks (determining Credit Score) and Retail Industries(supply path optimization in Operations).

 
 

Outline/Structure of the Talk

  1. Introduction to Supply Path Optimization (1 min)
  2. Problem Statement (2 min)
  3. Discussion on different approaches - Clustering, DEA, Classification Modelling and Scoring Methodology
    Which approach worked? (1 min)
    Why did a particular approach work better than the other? (1 min)
  4. Detail explanation of the approaches worked
    Approach 1: Data Envelopment Analysis (4 min)
    Approach 2: Scoring Methodology based on Classification Modelling (5 min)
  5. Results
    Comparison of the results of all the different approaches tried. (1 min)
    Detailed discussion on the results of the finalized approaches (2 min)
  6. Challenges Faced - Data size issues, Code language, etc (2 min)
  7. Questions (1 min)

Learning Outcome

1. How ranking/sorting can be done on Unsupervised Learning?
2. How one can apply these Unsupervised learning techniques in Digital Marketing domain?

Target Audience

Data Scientists, Operations Researchers, Product Managers, Digital Advertising Enthusiasts , Students, Marketers, Digital Advertisers, Business Owners

Prerequisites for Attendees

Basic Knowledge of Classification Modelling and Statistics

schedule Submitted 3 months ago

Public Feedback

comment Suggest improvements to the Speaker
  • Natasha Rodrigues
    By Natasha Rodrigues  ~  1 month ago
    reply Reply

    Hi Ujwala, 

    Thanks for the update, we will go through the revisions and let you in case of anything.

    Warm Regards,

    Natasha 

  • Natasha Rodrigues
    By Natasha Rodrigues  ~  3 months ago
    reply Reply

    Hi Ujwala,

    Thanks for your proposal! To help the program committee understand your presentation style, can you add a link to your past recording or record a small 1-2 mins trailer of your talk and share the link to the same?

    Also, in order to ensure the completeness of your proposal, we suggest you go through the review process requirements.

    Thanks,

    Natasha

    • Ujwala Musku
      By Ujwala Musku  ~  3 months ago
      reply Reply

      Hi Natasha,

      Thank you for your feedback. I've updated both the slides and the video. Please reach out to me if you need anything else.

      Thanks,
      Ujwala 


      • Natasha Rodrigues
        By Natasha Rodrigues  ~  3 months ago
        reply Reply

        Hi Ujwala,

        Thanks for the update, however we are unable to access your video.

        Regards,

        Natasha

        • Ujwala Musku
          By Ujwala Musku  ~  3 months ago
          reply Reply

          Hi Natasha,

          You should be able to access the video now.

          Thanks,
          Ujwala

          • Natasha Rodrigues
            By Natasha Rodrigues  ~  3 months ago
            reply Reply

            Hi Ujwala,

            Thanks for the voice-over video, however we would like to have you in the video as well for the program committee to see your presentation style.

            Regards,

            Natasha 

            • Ujwala Musku
              By Ujwala Musku  ~  3 months ago
              reply Reply

              Hi Natasha,

              I've updated the brief introductory video on this topic and included it in the Links section. Please get back to me in case you need anything else.

              Thanks,
              Ujwala

               

              • Natasha Rodrigues
                By Natasha Rodrigues  ~  3 months ago
                reply Reply

                Hi Ujwala,

                This works, thank you for the same.

                Regards.

                Natasha 

                • Ujwala Musku
                  By Ujwala Musku  ~  1 month ago
                  reply Reply

                  Hi Natasha,

                  Edited the structure of the talk as per our discussion on the call.

                  Thanks,
                  Ujwala

                   

                  • Natasha Rodrigues
                    By Natasha Rodrigues  ~  1 month ago
                    reply Reply

                    Thanks a ton Ujwala, do help us with the remaining updates over the weekend as well.

                    • Ujwala Musku
                      By Ujwala Musku  ~  1 month ago
                      reply Reply

                      Hi Natasha,

                      Edited the proposal as per our discussion on the call.

                      Thanks,
                      Ujwala

                       


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