The task of forecasting traffic
When making banner advertising solution, it’s very important to provide advertisers with the possibility of campaign forecasting. This kind of forecast lets the user know:
- If it’s possible to return the necessary number of impressions in a planned period
- Potential banner placement for a given advertising space with given targeting conditions.
Practically all modern advertising platforms (Google, AdWords, OpenX, Yandex.Direct) provide forecasts, although usually without mentioning the quality of the forecast. We will speak in more detail about how a forecast system can be built and what the factors influence the quality of the forecast.
A typical forecast system uses a cumulative advertising-space statistics system as a starting point.
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