論文紹介 A Request-level Guaranteed Delivery Advertising Planning: Forecasting and Allocation

社内論文読み会の資料です

Zhang, Hong, et al. "A Request-level Guaranteed Delivery Advertising Planning: Forecasting and Allocation." Proceedings of the 26th ACM SIGKDD International Conference on Knowledge Discovery & Data Mining. 2020

https://dl.acm.org/doi/10.1145/3394486.3403348

Transcript

1. ࿦จ঺հ
   "3FRVFTUMFWFM(VBSBOUFFE%FMJWFSZ"EWFSUJTJOH1MBOOJOH
   'PSFDBTUJOHBOE"MMPDBUJPO
   ࣾ಺%4࿦จಡΈձ!
   ੢ྛ޹ 5BLBTIJ/JTIJCBZBTIJIBHJOP
   
   ;IBOH )POH FUBM"3FRVFTUMFWFM(VBSBOUFFE%FMJWFSZ"EWFSUJTJOH1MBOOJOH'PSFDBTUJOHBOE"MMPDBUJPO1SPDFFEJOHTPGUIFUI
   "$.4*(,%%*OUFSOBUJPOBM$POGFSFODFPO,OPXMFEHF%JTDPWFSZ%BUB.JOJOH
   IUUQTEMBDNPSHEPJ
   

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2. ิ଍ϓϩάϥϚςΟοΫ޿ࠂͷऔҾछผ
   • 0QFO"VDUJPO 0"
   
   • Ͳͷ%41΋ࢀՃͰ͖Δ
   • 1SJWBUF"VDUJPO 1"
   
   • ݶΒΕͨ%41ͷΈࢀՃ
   • 1SFGFSSFE%FBM 1%
   
   • ݻఆ୯ՁऔҾ
   • 1SPHSBNNBUJD(VBSBOUFFE 1(
   
   • *NQ਺อূ༗Γݻఆ୯ՁऔҾˡࠓ೔ͷ୊ࡐ͸͜Ε
   • ࢀߟIUUQTEFOUTVIPDPNBSUJDMFT
   

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3. ࡏݿอূܕऔҾ
   • %41
   • ʮདྷ݄ͷ೔͔Β೔·Ͱͷؒʹ౦ژ౎ͷஉੑͰंʹڵຯͷ͋
   Δਓͷ.BD͔ΒͷΠϯϓϨογϣϯສճΛ$1.ԁͰങ
   ͍͍ͨͰ͢ɺϑϦΫΤϯγʔ্ݶ͸̍ਓ͋ͨΓ೔ճͰʯ
   • ύϒϦογϟʔ
   • ʮ0,Ͱ͢ɺ֬อ͠·ͨ͠ʯ
   

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4. ֓ཁ
   • ,%%"QQMJFE%BUB4DJFODF5SBDL࠾୒
   • IUUQTXXXLEEPSHLEEBDDFQUFEQBQFST
   • MNQอূܕऔҾ 1(
   ͷ഑৴ख๏ͷఏҊ
   • *NQ਺༧ଌ
   • ޿ࠂΦʔμʔ %FBM
   ΁ͷ*NQׂΓ౰ͯ ड஫࣌ɾ഑৴࣌
   
   • ఏҊख๏͸ςϯηϯτͷ޿ࠂγεςϜʹ೥ۙ͘σϓϩΠ
   ͯ͠ݕূͨ͠
   

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5. എܠ
   

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6. *NQ ࡏݿ
   อূܕऔҾ
   • 1.1ͷ1( 1SPHSBNNBUJD(VBSBOUFFE
   
   • ΄ͱΜͲ͸*NQอূܕͰ഑৴͍ͯ͠Δ
   • "MBSHFQPSUJPOPGPOMJOFEJTQMBZBEWFSUJTJOHJTTPME
   JOBHVBSBOUFFEEFMJWFSZXBZ
   • ͱॻ͍ͯ͋Δ͕΄Μͱʹ தࠃͰ͸ͦ͏ͳͷ ೔ຊͰ͸શવ͕ͩʜʜ
   
   • ͋Δظؒʹ͓͚Δ*NQ਺Λ%FNBOEʹରͯ͠อূ͢Δࡏݿ
   *OWFOUPSZ
   ͷചΓํ
   • ݻఆ୯Ձ
   

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7. *NQอূܕ഑৴Λߦͳ͏ͨΊͷύϒϦογϟͷखଓ͖
   • Φʔμʔड஫લ
   • ࢦఆ͞Εͨظؒͷࡏݿʢ*NQػձ਺ʣΛ༧ଌ
   • Φʔμʔड஫࣌
   • ஫จʹରͯ͠อূͰ͖Δະདྷͷ*NQ਺ͷ࠷େྔΛ ਺ϲ݄·ͨ͸਺िؒ
   ઌ
   ܾఆ͠ɺܖ໿Λక݁͢Δ
   • ഑৴࣌
   • Ϣʔβʔ͔ΒͷϦΫΤετ͕ಧ͍ͨͱ͖ʹɺ਺ઍͷର৅ͱͳΔܖ໿ͷ
   ͏ͪɺ֤*NQػձʹରͯ͠Ͳͷܖ໿ΛׂΓ౰ͯΔ͔ΛϦΞϧλΠϜʹ
   ܾఆ ʙNTFD
   
   • ͜Ε͕Ͱ͖ΔύϒϦογϟ͕ͦΜͳʹ͋Δͱ͸ࢥ͑ͳ͍ʜʜ
   
   

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8. طଘख๏͸࣮ࡍͷ࢈ۀ༻్ʹ͓͚Δཁ๬Λຬ͍ͨͯ͠ͳ͍
   • طଘख๏͸܈ूϨϕϧͷׂΓ౰ͯ
   • ࣮ࡍʹ΍Γ͍ͨ͜ͱˣ
   • ϦΫΤετϨϕϧͷׂΓ౰ͯ
   • GSFRVFODZ ಉ͡ϢʔβʔʹԿճ
   ·Ͱදࣔ͢Δ͔
   
   • ಉ͡ϢʔβʔͰ΋࢖༻୺຤΍؀ڥʹ
   ΑͬͯରԠ͢ΔΦʔμʔΛม͍͑ͨ
   

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9. ΦʔμʔͷλʔήςΟϯάઃఆྫ
   • ๺ژͷஉੑϢʔβʔ
   • ্ւͷঁੑϢʔβʔ
   • 8JGJ઀ଓͰөըΛΈ͍ͯΔϢʔ
   βʔ
   • 5FODFOUͷطଘΦʔμʔΛௐࠪ͠
   ͨΒ΄΅ϦΫΤετϨϕϧͷλʔ
   ήςΟϯά͕ඞཁͩͬͨ
   

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10. ࡞ͬͨ
    ΑΓࡉ΍͔ͳλʔήςΟϯάͱϑϨϯυϦʔͳ഑৴੍໿Λ࣮ݱ͢ΔγεςϜɻ
    3FRVFTUMFWFMHVBSBOUFFEEFMJWFSZ"EWFSUJTJOH1MBOOJOHTZTUFN 3"1
    
    

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11. ͲΜͳ໰୊Λղܾ͍͔ͨ͠
    ● -BSHFTDBMFSFRVFTUMFWFMJNQSFTTJPOGPSFDBTUJOH
    ○ ϦΫΤετଐੑͷ૊߹ͤύλʔϯ͕๲େʹͳΔ໰୊
    ○ طଘݚڀͷ૊߹ͤύλʔϯͱܻ͕ҧ͏
    ○ ԯ*NQEBZ Ϣʔβʔଐੑͷ૊Έ͋Θͤ͸ ϦΫΤετଐੑͷ૊
    ߹ͤ͸
    ● -BSHFTDBMFSFRVFTUMFWFMJNQSFTTJPOBMMPDBUJPOGPSTFMMJOHBOETFSWJOH
    VOEFSDVTUPNJ[FEMJOFBSDPOTUSBJOUT
    ○ ਺ඦԯͷ*NQͱ਺ઍͷܖ໿ EFBM
    ͷ௚ੵʹͳΔͨΊɺ୹͍ϨΠςϯγʔͰ࠷
    దͳׂΓ౰ͯΛ͢Δͷ͕ඇৗʹࠔ೉
    ○ ൢചஈ֊Ͱ͸෼ະຬɺ഑৴࣌ʹ͸਺ඦNTFD
    

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12. ߩݙ
    • 8FQSFTFOUBIPMJTUJDEFTJHOPGBMBSHFTDBMFSFRVFTUMFWFM
    HVBSBOUFFEEFMJWFSZBEWFSUJTJOHQMBOOJOHTZTUFN
    • 8FQSPQPTFBNFUIPEDPNCJOJOHDMVTUFSJOHBOEUFOTPS
    GBDUPSJ[BUJPOUPBDIJFWFBDDVSBUFSFRVFTUMFWFMJNQSFTTJPO
    GPSFDBTUJOHBOEPCWJPVTMZSFEVDFUIFUJNFDPNQMFYJUZ
    • 3"1IBTCFFOEFQMPZFEJOUIF5FODFOUPOMJOFHVBSBOUFFE
    EFMJWFSZBEWFSUJTJOHTZTUFNGPSOFBSMZPOFZFBS
    

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13. 3FMBUFE8PSL
    • ࣌ܥྻ༧ଌ
    • ఻౷తͳ࣌ܥྻ༧ଌͷख๏͸ૄͳߴ࣍ݩσʔλʹద͍ͯ͠ͳ͍
    • ߦྻ෼ղΛར༻͢Δख๏͕ఏҊ͞Ε͍ͯΔ
    • "MMPDBUJPO ࢿݯׂΓ౰ͯ
    
    • ֬཰త࠷దԽ໰୊ͱͯ͠ߟ͑ΒΕΔ
    • *NQอূ޿ࠂ΁ͷద༻΋ఏҊ͞Ε͍ͯΔ
    • ඪ४తͳख๏͸େن໛঎ۀ޿ࠂγεςϜʹ͸஗͗͢Δ
    • طଘݚڀ͸܈ूϨϕϧ·ͨ͸ϢʔβϨϕϧͰׂΓ౰ͯΛϞ
    σϧԽ͍ͯ͠Δ
    

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14. 3 Problem and system overview
    

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15. ఆࣜԽ
    • ޿ࠂϓϥϯχϯά͸ೋ෦άϥϑ
    • *NQػձͷQSPGJMF
    • Ϣʔβʔଐੑ
    • HFOEFS BHF JODPNFMFWFMBOEBSFB
    • ϦΫΤετଐੑ
    • UJNF OFUXPSLDPOEJUJPO DPOUFOUUZQFBOEDPOUFOUOBNF
    • ಉ͡ϢʔβʔͰ͋ͬͯ΋8JGJ઀ଓͰөըΛΈ͍ͯͨΓɺ(઀ଓͰ
    χϡʔεΛΈͨΓ͢Δ
    • ͜ͷͱ͖ΠϯϓϨογϣϯͷλΠϓ͕ҟͳΔͷͰɺରԠ͢Δ
    %FNBOEͷΦʔμʔ͸ผʹͳΔ
    

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16. /PUBUJPOT
    ҙຯ ه߸ ྫ
    Ϣʔβʔ J
    ϦΫΤετଐੑ K (઀ଓJ1IPOF ૊߹ͤ
    
    ϢʔβʔJͷϦΫΤετଐੑKͷ*NQ TJK
    
    Φʔμʔ L
    Φʔμʔͷཁٻ*NQ਺ EL
    Φʔμʔͷ഑৴੍໿ RL ϑϦΫΤϯγʔճ਺ɺϦΫΤετଐੑ
    ϢʔβʔJͷϦΫΤετλΠϓKͷ*NQ͕Φʔ
    μʔLʹׂΓ౰ͯΒΕΔׂ߹
    YJKL
    
    

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17. 3"1ͷ$PSF$PNQPOFOUT
    • *NQSFTTJPO਺༧ଌ
    • ܖ໿લʹ༧ଌ
    • ܖ໿ظؒʹ͓͚Δ௕ظతͳΠϯϕϯτϦT
    JK
    ͷ༧ଌ
    • ഑৴લʹ༧ଌ
    • ഑৴࠷దԽͷͨΊͷ୹ظతͳT
    JK
    ͷ༧ଌ
    • *NQSFTTJPOBMMPDBUJPOGPSTFMMJOH
    • ৽ن஫จ͕౸ணͨ࣌͠ʹ௕ظ༧ଌTͱ੍໿Rͷ΋ͱͰΞϩέʔγϣϯϓ
    ϥϯYΛٻΊΔ
    • OFHBUJWFJNQBDUΛ࠷খԽ͢Δ
    • *NQSFTTJPOBMMPDBUJPOGPSTFSWJOH
    • ϦΫΤετ౸ண࣌ʹͲͷܖ໿ʹ*NQΛৼΔ͔൑அ͢Δ
    

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18. /FHBUJWF*NQBDU
    • ܖ໿ΛऔΓ͗͢Δͱ*NQΛอূͰ͖ͳ͘ͳΔ
    • ܖ໿ෆཤߦϦεΫ
    • ٯʹ*NQ͕༨Δͱऩӹͷػձଛࣦ
    

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19. 4 Impression Forecasting
    

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20. MNQ਺༧ଌ
    • Ұൠతʹ഑৴อূܕ޿ࠂ͸೔୯ҐͰൢച͢ΔͷͰ༧ଌͷ
    ࠷খ୯Ґ͸೔ͱ͢Δɻ
    • TU
    JK
    ΛU೔໨ͷϢʔβʔJͷଐੑKͷ*NQ਺
    • U೔໨ͷUPUBM*NQΛ%U
    • কདྷ.೔ͷޡࠩΛ࠷খԽ͢Δ
    

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21. UFOTPS෼ղʹΑΔMNQ਺༧ଌ
    

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22. ՝୊ͱ޻෉
    • ͨͩ͜͠ͷϩεؔ਺͸JNQSBDUJDBMͩ͠طଘͷUFOTPS
    GBDUPSJ[BUJPONPEFM͕ద༻Ͱ͖ͳ͍
    • %ͷ࣍ݩ͕େ͖ͯ͘ૄ͔ͩΒ
    • ͜ͷ໰୊ʹରॲ͢ΔͨΊ
    • ςϯιϧ෼ղʹΫϥελϦϯάΛ૊Έ͜Μͩ
    • طଘΦʔμʔͷλʔήςΟϯάઃఆΛߟྀͯ͠ϩεؔ
    ਺Λվྑͨ͠
    

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23. UFOTPS෼ղXJUIDMVTUFSJOH
    • ߦྻ" ςϯιϧ# ߦྻ$ʹ෼ղ͢Δ
    • ࣍ݩ,
    ͸ϢʔβʔΫϥελ
    • "͸Ϣʔβʔ͕ͲͷΫϥελʹଐ͢Δ͔ͷ৚݅෇͖֬཰
    • ࣍ݩ,
    ͸ϦΫΤετଐੑͷΫϥελ
    • $͸ϦΫΤετଐੑ͕ͲͷΫϥελʹଐ͢Δ͔ͷ৚݅෇͖֬཰
    • #͸ϢʔβʔΫϥελͱϦΫΤετଐੑΫϥελͷಉ࣌֬཰
    • ݩͷ༧ଌ໰୊ΛͭͷΫϥελϦϯά໰୊ͱͭͷ௿࣍ݩͷ༧ଌ໰୊
    ʹ෼ղ͢Δ
    

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24. 3FXFJHIUJOHGPSFDBTUFSSPSTGPSUBSHFUBUUSJCVUFDPNCJOBUJPOT
    • ϩεͷXFJHIUௐ੔
    • ͢΂ͯͷϦΫΤετଐੑͷ૊߹ͤʹ͍ͭͯಉ༷ʹ༧ଌ͠ͳ͚Ε͹ͳΒͳ͍Θ͚Ͱ
    ͸ͳ͍
    • Φʔμʔʹؚ·ΕΔϦΫΤετଐੑ͚ͩ౰ͯΕ͹Α͍
    • ༧ଌͷඞཁ͕ͳ͍෦෼͕͋Δ
    • ଛࣦΛϦΫΤετଐੑЍ͕Φʔμʔʹؚ·ΕΔ֬཰Ͱิਖ਼͢Δ
    • ͜ͷଛࣦ͸഑৴ෆ଍ ܖ໿ҧ൓
    ͷՄೳੑΛࣔ͢ͷͰɺ࠷খԽ͍ͨ͠
    

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25. 6TFSDMVTUFSJOH
    • Ϣʔβʔάϧʔϓ ʙ?
    
    • FH্ւͷঁੑJ1IPOFϢʔβʔ
    • ΑΓີͳςϯιϧʹͳΔ
    • ଛࣦؔ਺
    • άϧʔϓ୯Ґͷ*NQͷޡࠩ
    • ͜ͷଛࣦ͸ΦʔόʔϑΟοτΛ๷͙
    

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26. 3FRVFTUDMVTUFSJOH
    • ϦΫΤετଐੑͷ૊߹ͤͷΫϥελϦϯά
    • ଛࣦؔ਺ ,.FBOTͷϩεؔ਺ͱ͓ͳ͡
    
    • Ϋϥελ਺͸͕ಘΒΕͨ
    • ΫϥελϦϯά݁ՌͷҰ؏ੑΛධՁ͢ΔͨΊʹɺϲ݄ؒʢ೥ͷ݄͔Β݄·Ͱʣͷ
    ࣮ࡍͷσʔλΛ࢖ͬͯݕূͨ͠
    • ຖिͷΫϥελϦϯά݁Ռ͸ɺ೚ҙͷͭͷिͷؒͰগͳ͘ͱ΋ͷΫϥελத৺͕
    ॏͳ͍ͬͯͨ
    • Ϋϥελ͸සൟͳVQEBUF͸ෆཁͱ൑அ
    

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27. ࠷ऴతͳଛࣦؔ਺
    • ૊߹ͤ
    • աڈͷ͢΂ͯͷϢʔβʔʹج͍ͮͯΦϦδφϧͷςϯιϧΛߏங͢Δඞཁ
    ͸ͳ͘ɺ௚ۙͷΞΫςΟϒϢʔβʔʹϑΥʔΧε͢Ε͹Α͍ɻ
    • ਂ૚ֶशϞσϧͷτϨʔχϯάͰ͸ɺ࣌ؒ΢Οϯυ΢಺ͷਓʹਓ
    ͷϢʔβʔΛτϨʔχϯάαϯϓϧͱͨ͠ɻ
    τϨʔχϯάσʔλͷαΠζΛখ͘͢͞ΔͨΊɻ
    

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28. 5. Impression Allocation
    

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29. ఆࣜԽ ϑϦΫΤϯγʔ੍໿෇͖
    
    ͜͜ͰͳͷͰɺΦʔμʔࢦఆͷଐੑͷ૯*NQͷ͏ͪΦʔμʔ͕ཁٻ͢Δ*NQͷׂ߹
    Φʔμʔͷ༏ઌ౓7L
    Φʔμʔຖͷ഑৴ෆ଍ϖφϧςΟ
    VL
    ͸ΦʔμʔLͷ഑৴ෆ଍ྔ
    QL
    ͸ΦʔμʔLͷϖφϧςΟ܎਺
    

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30. ղ͖͔ͨ
    • ओ໰୊Λղ͘ͷͰ͸ͳ͘૒ର໰୊Λղ͚͹͍͍
    • ϥάϥϯδϡ؇࿨໰୊Λܦ༝ͯ͠૒ର໰୊ͷಋग़
    • ޯ഑߱Լ๏΍࠲ඪ߱Լ๏ DPPSEJOBUFEFTDFOU
    Ͱղ͚Δ
    • ͔͠͠Y
    JKL
    ͱЍ
    JKL
    ͸΄ͱΜͲθϩͳͷͰޮ཰͕ѱ͍
    • ͳͥͳΒ
    • Φʔμʔ͔ΒΈͨର৅Ϣʔβʔ΍ର৅ଐੑ͸શମ͔Βͨ͠Β͔ᷮ
    • ܭࢉର৅Λ෼ׂͯ͠(16ͰฒྻԽͯ͠͸΍ͨ͘͠
    

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31. ൢച ܖ໿
    ࣌ͷׂΓ͋ͯ
    • ໨త
    • طଘͷܖ໿Λ࠷େݶຬͨ͢͜ͱ ૣ͍ܖ໿Λ༏ઌ͍ͯ͠Δ༷ࢠ
    
    • ͖ͬ͞ग़͖ͯͨܖ໿༏ઌ౓7L
    • ৽͍͠ΦʔμʔͷൢചՄೳࡏݿΛ࠷େԽ͢Δ
    

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32. ഑৴࣌ͷׂΓ͋ͯ
    • ໨త
    • طଘͷܖ໿Λ࠷େݶຬͨ͢͜ͱ ૣ͍ܖ໿Λ༏ઌ͍ͯ͠Δ༷ࢠ
    
    • ΫϦοΫΛ૿΍͢
    

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33. 6. System Evaluation
    

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34. • ΦϯϥΠϯݕূ
    • 5IFEFQMPZNFOUPG3"1IBTCSPVHIUBTJHOJGJDBOUSFWFOVF
    HSPXUIͱ͋Δ͚ͩͰৄ͍͜͠ͱ͸ॻ͍ͯͳ͍
    • ΦϑϥΠϯݕূ
    • %BUBTFU
    • 5FODFOUͷΦϯϥΠϯϏσΦαΠτͷ*NQͱࡏݿอূऔҾΦʔμʔ
    • ͓ͦΒ͘IUUQTWRRDPN
    
    • ଐੑͷ૊Έ߹Θ͕ͤଟ͗͢ΔͷͰݶఆ
    • 1"$ QMBUGPSN BSFB DPOUFOUUZQF
    1"/($ 1"$OFUXPSL
    HFOEFS
    
    ධՁํ๏
    

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35. • ൺֱର৅
    • 3"1ఏҊख๏
    • طଘͷ࣌ܥྻ༧ଌΞϧΰϦζϜ
    • 4'5' 53.' ͜ͷͭ͸ςϯιϧ෼ղ
    
    • $// -45.
    • GPSFDBTUBDDVSBDZͷఆ͕ٛॻ͍ͯ
    ͳ͍ʜʜ
    *.1༧ଌͷΦϑϥΠϯධՁ
    

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36. • ൺֱର৅
    • 3"1ఏҊख๏ɺܖ໿ͷ౓ʹطଘׂΓ౰ͯΛมߋͯ͠࠷దԽΛߦͳ͏
    • '*'0طଘܖ໿ͰͷׂΓ౰ͯΛมߋ͠ͳ͍
    • )FVSJTUJD)8.طଘख๏
    ൢച ܖ໿
    ࣌ΞϩέʔγϣϯͷΦϑϥΠϯධՁ
    

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37. ഑৴࣌ΞϩέʔγϣϯͷΦϑϥΠϯධՁ
    • ࢦඪ
    • 6OEFSEFMJWFSZSBUF
    • Φʔμʔͷཁٻ*NQʹର͢ΔׂΓ౰ͯͰ͖ͳׂ͔ͬͨ߹
    • 1MBZSBUF
    • ΦʔμʔʹׂΓ౰ͯͨ*NQͷׂ߹
    • -EJTUBODF
    • ׂ֤Γ౰ͯ཰ͷ୅දׂΓ౰ͯ཰͔ΒͷζϨ
    • $53
    • 5JNFDPTU
    

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38. ഑৴࣌ΞϩέʔγϣϯͷΦϑϥΠϯධՁ
    

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39. ٙ໰఺
    ● Ϣʔβʔ i ͷʮiPhone AND өըࢹௌ AND Wifi઀ଓʯͷImp͕ਪఆͰ͖͍ͯͨ
    ͱͯ͠ɺΦʔμʔͷࢦఆ͕ ʮiPhone AND өըࢹௌʯͩͬͨΒ্ख֬͘อͰ
    ͖Δͷ͔
    

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