在Pinterest的灵活的每日预算编制

Kelvin Jiang, Software Engineer, Ads Intelligence | Keshava Subramanya, Engineering Manager, Ads Intelligence | Perrye Ogunwole, Product Manager, Ads Intelligence

Kelvin Jiang，软件工程师，Ads Intelligence |Keshava Subramanya，工程经理，Ads Intelligence |Perrye Ogunwole，产品经理，Ads Intelligence

Introduction

简介

The Ads Intelligence team at Pinterest builds products that help advertisers maximize the value they get out of their ad campaigns. As part of that initiative, we have recently launched Flexible Daily Budgets (FDB) to US advertisers in open beta.

Pinterest的广告智能团队建立了一些产品，帮助广告商从其广告活动中获得最大价值。作为这一举措的一部分，我们最近向美国广告商推出了开放测试版的灵活每日预算（FDB）。

Flexible Daily Budgets option in Ads Create Experience on the Pinterest Ads Manager. Text: We will aim to deliver your average daily budget each week. Daily spend has the potential to go above or below the amount input.

Figure 1: Flexible daily budgets option in the campaign create flow

图1：活动创建流程中的灵活每日预算选项

FDB is an automated ads product that benefits advertisers by distributing the advertising budget for each campaign across multiple days in an automated manner. The goals of this product are to:

FDB是一个自动广告产品，通过自动将每个活动的广告预算分配到多天，使广告商受益。这个产品的目标是

Enable advertisers to spend across all hours of the day
使广告商能够在一天中的所有时段进行消费
Give advertisers the ability to “roll over” unspent budgets while meeting their target daily goal across a period of time
让广告商能够 "滚动 "未使用的预算，同时在一段时期内达到他们的目标日目标
Help advertisers achieve the lowest cost per result by allowing the campaign to spend more on days with greater opportunities and vice versa
通过让广告活动在机会更多的日子里花费更多的钱，帮助广告商实现最低的每项成果成本，反之亦然。

Problem statement & motivations

问题陈述和动机

Advertisers have two options for how they set budgets for their campaigns on Pinterest:

对于如何在Pinterest上为他们的活动设置预算，广告商有两种选择。

Daily budgeting: “I want to spend no more than $X per day” either indefinitely or during a specified period of time
每日预算编制。"我希望每天的花费不超过X美元"，可以是无限期的，也可以是在特定的时间段内。
Lifetime budgeting: “I want to spend no more than $Y over a specified period of time”
终身预算编制。"我想在一个特定的时期内花费不超过Y美元"

For both budgeting types, the technical challenge is to figure out how to spend the advertiser’s specified budget amount in the allotted time while still spending the budget in full. This challenge is addressed through our b...