通过动态调整投放参数，避免广告预算超支。
Smart Fast Finish: Preventing Overdelivery via Daily Budget Pacing at DoorDash
- 根据历史数据动态调整启动时间和限流速率。
- 在线实验与离线模拟均验证其有效减少超投。
- 适用于大规模广告平台的预算控制场景。
我们提出一种名为 Smart Fast Finish (SFF) 的预算调控功能。SFF 在行业标准的 Fast Finish (FF) 基础上改进，该功能在固定时间周期末期尽可能快速耗尽剩余广告预算。SFF 则根据历史广告活动数据动态调整系统参数，如启动时间和限流速率。目前 SFF 已部署于美国最大的外卖平台 DoorDash 的预算调控系统中。通过在线预算拆分实验数据及离线模拟，我们验证了 SFF 在预算调控中对防止超投具有鲁棒性。
原文摘要 · Abstract (English)
We present a budget pacing feature called Smart Fast Finish (SFF). SFF builds upon the industry standard Fast Finish (FF) feature in budget pacing systems that depletes remaining advertising budget as quickly as possible towards the end of some fixed time period. SFF dynamically updates system parameters such as start time and throttle rate depending on historical ad-campaign data. SFF is currently in use at DoorDash, one of the largest delivery platforms in the US, and is part of its budget pacing system. We show via online budget-split experimentation data and offline simulations that SFF is a robust solution for overdelivery mitigation when pacing budget.
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