計程車計次廣告系統之動態排程設計

Abstract

計程車影音廣告播放系統是一種新興的車內多媒體互動平台以用來宣銷各類商品與傳播不同資訊，該平台在數位廣告市場中創造了許多有潛力且有創意的商業模式。在影音廣告播放系統中，每一支由廣告主所提出的影音廣告在合約期間內有播放次數的需求，而該系統需要在計程車內播放不同的合約廣告以達到不同廣告主的合約需求。然而，計程車所能提供的載客時數是有限的，如果該系統在每次的載客期間內以不合適的播放順序來播放廣告，不公平的次數分配之狀況便可能發生：有些廣告在其合約期間內被播放太多次，有些廣告卻被播放太少次。在本篇論文中，我們使用效用函數來表示廣告主的合約滿意度與其合約廣告播放次數之間的關係，並提出一種同時考量播放公平性的演算法來排程廣告播放順序以最佳化整體合約滿意度。除此之外，我們使用真實的系統資料來模擬現實世界的營運情形，並做一系列的實驗來評估我們所設計的方法。實驗結果顯示我們的方法在整體合約滿意度與播放公平性中皆有較好的表現。

In-taxi video advertising system is a brand new medium to promote various products and information by playing video advertisements in taxis. It introduces many interesting business models with potential profits in the digital advertising market. Each advertisement in the system specifies a play count requirement and its contract period. The system should finish playing the contractual advertisements by the end of their contract periods to meet play count requirements. However, due to the fact that the limited carrying time provided by all operating taxis is shared by multiple advertisements, unfair assignment of the play count may happen if we play advertisements in an inappropriate order during carrying services: Some of the advertisements may be played too much, so the play counts of others would be sacrificed. In this thesis, we apply the concept of utility function to represent the level of satisfaction of an advertiser for various advertisements, and propose an algorithm to schedule the display order of advertisements with fairness concern such that the total utility is maximized. We conduct a series of experiments to emulate the operations of the system in the real world with real data. The results show that our proposed scheme can achieve better performance on total utility and fairness for all advertisements in the system.