Fatigue-Aware Ad Creative Selection

TL;DR

This paper introduces a fatigue-aware ad creative selection algorithm that considers user psychological fatigue, demonstrating improved performance in real-world online advertising environments.

Contribution

It presents a novel, practical algorithm that explicitly accounts for user fatigue in ad creative selection, outperforming baseline methods.

Findings

The algorithm improved click-through rates in deployment.

It effectively models user fatigue effects.

Performance gains were validated in real-world tests.

Abstract

In online display advertising, selecting the most effective ad creative (ad image) for each impression is a crucial task for DSPs (Demand-Side Platforms) to fulfill their goals (click-through rate, number of conversions, revenue, and brand improvement). As widely recognized in the marketing literature, the effect of ad creative changes with the number of repetitive ad exposures. In this study, we propose an efficient and easy-to-implement ad creative selection algorithm that explicitly considers user's psychological status when selecting ad creatives. The proposed system was deployed in a real-world production environment and tested against the baseline algorithms. The results show superiority of the proposed algorithm.