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Privacy preserving frequency capping in internet banner advertising

Published: 20 April 2009 Publication History

Abstract

We describe an optimize-and-dispatch approach for delivering pay-per-impression advertisements in online advertising. The platform provider for an advertising network commits to showing advertisers' banner ads while capping the number of advertising message shown to a unique user as the user transitions through the network. The traditional approach for enforcing frequency caps has been to use cross-site cookies to track users. However,cross-site cookies and other tracking mechanisms can infringe on the user privacy. In this paper, we propose a novel linear programming approach that decides when to show an ad to the user based solely on the page currently viewed by the users. We show that the frequency caps are fulfilled in expectation. We show the efficacy of that approach using simulation results.

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J. Canny. Collabrative filtering with privacy via factor analysis. In ACM SIGIR Special Interest Group on Information Retrieval.
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ComScore. How on-line advertising works. Technical report, 2008.
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M. Despande and G. Karypis. Selective markov models for predicting web page access. ACM Transactions on Internet Technology, 2004.

Cited By

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  • (2021)Optimizing the Frequency Capping: A Robust and Reliable Methodology to Define the Number of Ads to Maximize ROASApplied Sciences10.3390/app1115668811:15(6688)Online publication date: 21-Jul-2021
  • (2021)Privacy and Cost Concerns in Online Advertising—Literature Review and AnalysisDevelopments in Information & Knowledge Management for Business Applications10.1007/978-3-030-77916-0_17(529-568)Online publication date: 16-Aug-2021
  • (2020)Guaranteed Delivery of Advertisements to Targeted Audiences Under Deduplication and Frequency Capping ConstraintsDatabase Systems for Advanced Applications10.1007/978-3-030-59416-9_20(331-346)Online publication date: 22-Sep-2020
  • Show More Cited By

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cover image ACM Conferences
WWW '09: Proceedings of the 18th international conference on World wide web
April 2009
1280 pages
ISBN:9781605584874
DOI:10.1145/1526709

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 20 April 2009

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Author Tags

  1. privacy
  2. user model

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Overall Acceptance Rate 1,899 of 8,196 submissions, 23%

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Cited By

View all
  • (2021)Optimizing the Frequency Capping: A Robust and Reliable Methodology to Define the Number of Ads to Maximize ROASApplied Sciences10.3390/app1115668811:15(6688)Online publication date: 21-Jul-2021
  • (2021)Privacy and Cost Concerns in Online Advertising—Literature Review and AnalysisDevelopments in Information & Knowledge Management for Business Applications10.1007/978-3-030-77916-0_17(529-568)Online publication date: 16-Aug-2021
  • (2020)Guaranteed Delivery of Advertisements to Targeted Audiences Under Deduplication and Frequency Capping ConstraintsDatabase Systems for Advanced Applications10.1007/978-3-030-59416-9_20(331-346)Online publication date: 22-Sep-2020
  • (2016)Exploring Optimal Frequency Caps in Real Time Bidding Advertising2016 IEEE International Conferences on Big Data and Cloud Computing (BDCloud), Social Computing and Networking (SocialCom), Sustainable Computing and Communications (SustainCom) (BDCloud-SocialCom-SustainCom)10.1109/BDCloud-SocialCom-SustainCom.2016.64(385-392)Online publication date: Oct-2016
  • (2016)Privacy-Preserving Targeted Mobile Advertising: Formal Models and AnalysisData Privacy Management and Security Assurance10.1007/978-3-319-47072-6_7(94-110)Online publication date: 22-Sep-2016
  • (2015)Research on the frequency capping issue in RTB advertising: A computational experiment approach2015 Chinese Automation Congress (CAC)10.1109/CAC.2015.7382507(258-263)Online publication date: Nov-2015
  • (2011)The multiple attribution problem in pay-per-conversion advertisingProceedings of the 4th international conference on Algorithmic game theory10.5555/2050805.2050812(31-43)Online publication date: 17-Oct-2011
  • (2011)Understanding Crowds' Migration on the WebProceedings of the 2011 IEEE/WIC/ACM International Conferences on Web Intelligence and Intelligent Agent Technology - Volume 0110.1109/WI-IAT.2011.40(292-299)Online publication date: 22-Aug-2011
  • (undefined)The Future of Frequency Capping in Privacy-Centric Digital AdvertisingSSRN Electronic Journal10.2139/ssrn.3985974

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