Title: Digital Advertising Traffic Operation: Flow Management Analysis,
Abstract: In a Web Advertising Traffic Operation the Trafficking Routing Problem (TRP)
consists in scheduling the management of Web Advertising (Adv) campaign between
Trafficking campaigns in the most efficient way to oversee and manage
relationship with partners and internal teams, managing expectations through
integration and post-launch in order to ensure success for every stakeholders
involved. For our own interest we did that independent research projects also
through specific innovative tasks validate towards average working time
declared on "specification required" by the main worldwide industry leading
Advertising Agency. We present a Mixed Integer Linear Programming (MILP)
formulation for end-to-end management of campaign workflow along a
predetermined path and generalize it to include alternative path to oversee and
manage detail-oriented relationship with partners and internal teams to achieve
the goals above mentioned. To meet clients' KPIs, we consider an objective
function that includes the punctuality indicators (the average waiting time and
completion times) but also the main punctuality indicators (the average delay
and the on time performance). Then we investigate their analytical
relationships in the advertising domain through experiments based on real data
from a Traffic Office. We show that the classic punctuality indicators are in
contradiction with the task of reducing waiting times. We propose new
indicators used for a synthesize analysis on projects or process changes for
the wider team that are more sustainable, but also more relevant for
stakeholders. We also show that the flow of a campaign (adv-ways) is the main
bottleneck of a Traffic Office and that alternate paths cannot improve the
performance indicators.