Database Reference
In-Depth Information
Design 2: Adding Frequency Capping
One problem with the logic described in Design 1: Basic Ad Serving is that it will tend to
display the same ad over and over again until the campaign's budget is exhausted. To mitigate
this, advertisers may wish to limit the frequency with which a given user is presented a partic-
ular ad. This process is called frequency capping and is an example of user profile targeting in
advertising.
In order to perform frequency capping (or any type of user targeting), the ad network needs
to maintain a profile for each visitor, typically implemented as a cookie in the user's browser.
This cookie, effectively a user_id , is then transmitted to the ad network when logging im-
pressions, clicks, conversions, etc., as well as the ad-serving decision. This section focuses on
how that profile data impacts the ad-serving decision.
Schema Design
In order to use the user profile data, we need to store it. In this case, it's stored in a collection
ad.user :
{
_id : 'cookie_value' ,
advertisers : {
mercedes : {
impressions : [
{ date : ISODateTime (...),
campaign : 'c201204_sclass_4' ,
ad_unit_id : 'banner23a' ,
site_id : 'cnn' ,
zone_id : 'banner' } },
... ],
clicks : [
{ date : ISODateTime (...),
campaign : 'c201204_sclass_4' ,
ad_unit_id : 'banner23a' ,
site_id : 'cnn' ,
zone_id : 'banner' } },
... ],
bmw : [ ... ],
...
}
}
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