To study the multi-objective personalisation of the length and skippability of video advertisements, recently a research was conducted by Omid Rafieian, Assistant Professor at Cornell University – Cornell Tech NYC, Anuj Kapoor, professor at IIM Ahmedabad along with Amitt Sharma, Founder, and CEO at VDO.AI under the endorsement of Z1 Media.
According to the research, video consumption decreased when users were presented with long, skippable ads. At the same time, ad consumption increased, posing a challenge for platforms seeking to optimise both outcomes. To address this issue, VDO.AI developed multi-objective personalisation algorithms that utilise individual-level substitution patterns to optimise both ad and video consumption.
The results of the study show that multi-objective personalised policies can significantly improve both ad and video consumption outcomes over single-objective policies. The algorithm was able to increase ad consumption by 61% at the expense of only a 4% decrease in video consumption. Similarly, compared to the single-objective policy optimized for ad consumption, there is a multi-objective policy that increases video consumption by 47% while decreasing ad consumption by just 13%.
“We are excited to have partnered with VDO.AI on this study and to have contributed to the development of multi-objective personalization algorithms that can significantly improve both ad and video consumption outcomes over single-objective policies,” said, Omid Rafieian, Assistant Professor at Cornell University – Cornell Tech NYC.
Anuj Kapoor, Professor at the Indian Institute of Management Ahmedabad, said, “The study’s findings have important practical implications for platform decision-making in real-time, and we are excited to have contributed to this important research.”
Founder & CEO at VDO.AI, Amitt Sharma, said, “We are thrilled to have collaborated with Cornell University and the Indian Institute of Management Ahmedabad on this groundbreaking study. Our multi-objective personalization algorithms will revolutionize the way digital video advertising is approached, and we are excited to see how they will be implemented in real-time.”
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