估计广告在Pinterest的潜在受众规模

Chanheum (Sean) Cho | ML Engineer, Ads Intelligence; Ruixin Qiang |ML Engineer, Ads Intelligence; Keshava Subramanya |Engineering Manager, Ads Intelligence

Chanheum (Sean) Cho| 广告情报部ML工程师;Ruixin Qiang| 广告情报部ML工程师;Keshava Subramanya| 广告情报部工程部经理

Grayscale photo of crowd in Imtech Arena Stadium from Davide Ragusa: https://unsplash.com/photos/gcDwzUGuUoI

Introduction

简介

Understanding the size of the potential audience of an ad is an important consideration for an advertiser. It enables advertisers to estimate the total population who might be interested in the products or services they advertise and plan their budgets ahead of time. The Ads Intelligence team at Pinterest provides a service called Potential Audience Size in the Ads Manager, so the advertisers can understand their target audience size while they configure their ad groups. The service updates the estimate in real time as the audience targeting is updated.

了解一个广告的潜在受众的规模是广告商的一个重要考虑。它使广告商能够估计可能对他们所宣传的产品或服务感兴趣的总人口，并提前规划他们的预算。Pinterest的广告智能团队在广告管理器中提供了一项名为 "潜在受众规模 "的服务，因此广告商在配置广告组的同时可以了解他们的目标受众规模。随着受众定位的更新，该服务会实时更新估计值。

Figure 1. An example of Potential Audience Sizing shown on the Ads Manager with the default targeting.

In this article, we’ll provide an overview of how the Potential Audience Size feature works, then take a detailed look at each piece. Now let’s dive in!

在这篇文章中，我们将概述潜在受众规模功能是如何运作的，然后详细了解每一块。现在让我们深入了解一下!

How it’s Made

它是如何制成的

In a high level overview, the Potential Audience Size is composed of three different parts: sampling ad requests to build an index, aggregating the number of ad requests in the index that match the targeting specs in Ads Manager, and extrapolating the estimate to get a potential monthly audience size. These steps are comparable to reversing the ads serving process as shown in Figure 2. In ads serving, multiple ad groups are taken as inputs per ad request to retrieve winning ad groups whereas in Audience Sizing, user attributes in ad requests, such as their demographics or interests, are taken as inputs to retrieve the number of matching ad requests.

在一个高层次的概述中，潜在受众规模由三个不同的部分组成：对广告请求进行采样以建立一个索引，汇总索引中与Ads Manager中的定位规格相匹配的广告请求数量，并推断出估计值以获得潜在的月度受众规模。这些步骤与图2所示的广告服务过程的逆转相类似。在广告服务中，每个广告请求都有多个广告组作为输入，以检索出获胜的广告组，而在受众规模中，广告请求中的用户属性，如他们的人口...