ADVERTISING CANNIBALIZATION MANAGEMENT

摘要

A system and method for advertising cannibalization management are provided. In example embodiments, historical data comprising advertisement revenue, advertisement parameters, and a cannibalization metric are accessed. The cannibalization metric is indicative of sales loss associated with an advertisement presentation. A value for at least one of the advertisement parameters that, when used, causes a desired advertisement revenue with respect to a bounded cannibalization metric is determined by analyzing the historical data. An advertisement is presented, in real time, on a user interface of a client device using the determined value.

主权项

1. A system comprising:
a data module to access historical data that comprises advertisement revenue, advertisement parameters, and a cannibalization metric that is indicative of sales loss associated with an advertisement presentation; an analysis module, implemented by at least one hardware processor of a machine, to determine a value for at least one of the advertisement parameters by an analysis of the historical data, use of the determined value causes a desired advertisement revenue with respect to a bounded cannibalization metric; and a presentation module to cause presentation, in real time, of an advertisement on a user interface of a client device using the determined value.