WebSelect: A Research Prototype for Optimizing Ad Exposures based on Network Structure

TL;DR

WebSelect is a prototype tool that optimizes online ad targeting by analyzing website traffic overlaps and user demographics, using genetic algorithms to improve media planning efficiency.

Contribution

It introduces a novel prototype that leverages network traffic overlap and demographic data for better ad placement decisions using genetic algorithms.

Findings

Effective in selecting optimal website subsets for campaigns.

Incorporates demographic targeting parameters.

Utilizes genetic algorithms for optimization.

Abstract

This paper describes a Research Prototype, WebSelect, designed to assist online media planners in deciding which websites to target for a media campaign. The salient feature of the prototype is its ability to capture and utilize the overlap information in website traffic and use it for media planning exercises. In addition, the prototype possesses the capability to include targeting parameters like users age group and income along with the varying advertising costs across different websites. The prototype uses a genetic algorithm at the backend to select the final subset to target from the possible website set.