How well are we doing when forecasting for online ads at Adap.tv? Can we do better? To start answering such questions, I used R to experiment with three well-known forecasting techniques and used an hourly metric (transformed for data privacy) across all ads for seven days (Feb 1-Feb 7) as my training data set. Then I use each of the techniques to predict for the eight day (Feb 8), and compare the predicted values with actual data. Here’s a synopsis of the three:

1. Exponential Weighted Moving Average (EWMA)

Strictly speaking, the smoothing filter that we currently use at Adap.tv for forecasting is not EWMA, but more like Weighted Moving Average. EWMA is defined by:

(ref)

So, if a = 0.9, S[t] = 0.9 ( y[t-1] + 0.1*y[t-2] + 0.01*y[3] … 1e-6*y[t-7]) would be an implementation of EWMA. Instead, our implementation is be: S[t] = 0.9 ( y[t-1] + 0.9*y[t-2] + 0.81*y[3] … 0.531441*y[t-7]) / (0.9+…). The critical difference is in the way past data is weighted – with EWMA data in remote past is heavily penalized, whereas, comparatively, in our implementation it is not.

Fig. 1 below shows a plot that forecasts our metric for Feb 8 using Weighted Moving Average akin to our implementation. The metric forecasted for Feb 8 was 68392533 whereas observed value was 63868927, giving an absolute difference of ~7.1%. The absolute hourly differences lie between 0.6-29%.

Fig. 1

2. Harmonic regression

Harmonic regression attempts to find the best-fitting periodic signals that can characterize a time series. For example, we a time series may be represented by a linear sum of sinusoids:

(ref)

Generally, a combination of Fourier transform and least-squares regression in used to find the harmonics who linear sum best fit training data. In my experiment, I used the top seven harmonics with highest power density (i.e. contribution to the model), and then used linear regression to find their amplitudes. Fig. 2 shows the model (in red) and actual data (in blue). The forecast for Feb 8 was 60476559 whereas the observed value was 63868927, giving an absolute difference of ~5.3%. The absolute hourly differences lie between 0.05-25%.

Fig. 2

3. Holt-Winters method

Holt-Winters method augments EWMA to account for data trends and seasonality.

(ref)

The model I used assumes that the seasonal component is additive (instead of being multiplicative). Fig. 3 illustrates the breakdown of seasonality, trend and randomness in the data,  Fig. 4 contrasts observed data with predicted data (note that the prediction start after one period, and the phase lag in predicted data), while Fig. 5 shows Holt-Winters prediction for Feb 8 versus observed data. The forecasted metric for Feb 8 was 63801332 whereas observed value was 63868927, giving an absolute difference of ~0.11%. The absolute hourly differences lie between 1.3-20%.

Fig. 3

Fig. 4

Fig. 5

TO-DO

• Compare these models for other data set time ranges (weeks, months, quarters)
• Compare these models for other metrics by sub-populations (e.g. by view domains)
• Test for stationarity, or otherwise heteroscedasticity, across models and data sets. This may be critical since non-stationary time series should not be modeled with moving average methods
• Compare models when data is uniformly sampled