# Ensuring Even Ad Spend on the Zalando Homepage: How Our New Bidding Algorithm Maximizes Value for Advertisers and Shoppers

DevFeed: [Ensuring Even Ad Spend on the Zalando Homepage: How Our New Bidding Algorithm Maximizes Value for Advertisers and Shoppers](<https://devfeed.tech/articles/ensuring-even-ad-spend-on-the-zalando-homepage-how-our-new-bidding-algorithm-maximizes-value-for-advertisers-and-shoppers-47481.md>)

Original publisher: [Read original article](<https://engineering.zalando.com/posts/2024/09/even-ad-spend-on-zalando-homepage.html>)

Author: Rui Gonçalves

Published: 2024-09-16T22:00:00Z

Content type: article

Language: en

Sources: [Zalando Engineering Blog](<https://devfeed.tech/sources/zalando-engineering-blog.md>)

Topics: [Algorithms](<https://devfeed.tech/topics/algorithms.md>), [optimize](<https://devfeed.tech/topics/optimize.md>), [Users](<https://devfeed.tech/topics/users.md>)

Tags: [ads](<https://devfeed.tech/tags/ads.md>), [adtech](<https://devfeed.tech/tags/adtech.md>), [advertising](<https://devfeed.tech/tags/advertising.md>), [algorithm](<https://devfeed.tech/tags/algorithm.md>), [backend](<https://devfeed.tech/tags/backend.md>), [bidding](<https://devfeed.tech/tags/bidding.md>), [performance](<https://devfeed.tech/tags/performance.md>), [platform](<https://devfeed.tech/tags/platform.md>), [product](<https://devfeed.tech/tags/product.md>), [real-time](<https://devfeed.tech/tags/real-time.md>), [zalando](<https://devfeed.tech/tags/zalando.md>)

## AI overview

Zalando Marketing Services introduces an adjustment-factor bidding strategy to reduce uneven ad spending on the Zalando homepage. The strategy uses traffic forecasts and hourly budget allocation to distribute campaign spending more evenly and maintain ad exposure throughout the campaign period.

## Source excerpt

Learn how Zalando improved ad exposure while maintaining a seamless shopping experience for Zalando users through a new bidding algorithm.