In online display advertising, selecting the most effective ad creative (ad image) for each impression is a crucial task for DSPs (Demand-Side Platforms) to fulfill their goals (click-through rate, number of conversions, revenue, and brand improvement). As widely recognized in the marketing literature, the effect of ad creative changes with the number of repetitive ad exposures. In this study, we propose an efficient and easy-to-implement ad creative selection algorithm that explicitly considers user's psychological status when selecting ad creatives. The proposed system was deployed in a real-world production environment and tested against the baseline algorithms. The results show superiority of the proposed algorithm.

中文翻译：

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疲劳感知广告创意选择

在在线展示广告中，为每次展示选择最有效的广告创意（广告图片）是 DSP（需求方平台）实现其目标（点击率、转化次数、收入和品牌提升）的关键任务. 正如营销文献中广泛认可的那样，广告创意的效果会随着重复广告曝光的次数而变化。在这项研究中，我们提出了一种高效且易于实施的广告创意选择算法，该算法在选择广告创意时明确考虑了用户的心理状态。所提出的系统部署在现实世界的生产环境中，并针对基线算法进行了测试。结果表明了所提出算法的优越性。