Filters








763 Hits in 3.8 sec

Analyzing and Testing Viewability Methods in an Advertising Network

Marta Exposito-Ventura, Jose A. Ruiperez-Valiente, Jordi Forne
2020 IEEE Access  
Then, we test a subset of geometric and strong interaction methods in a webpage registered in the worldwide ad-network ExoClick, which currently serves over 7 billion geo-targeted ads a day to a global  ...  The motivation of this work is to better understand the limitations and advantages of such methods, which can have an impact at a standardisation level in online advertising industry, as well as to provide  ...  Specifically, we use a website registered in ExoClick ad-network and we analyze the number of viewable impressions detected by each viewability method by banner and across other cross-sectional variables  ... 
doi:10.1109/access.2020.3005478 fatcat:6x537tivxzbc3eren34zsrxglm

A Survey of the Role of Viewability within the Online Advertising Ecosystem

Marta Exposito-Ventura, Jose A. Ruiperez-Valiente, Javier Parra-Arnau, Jordi Forne
2021 IEEE Access  
This was the first pricing method ever used in online advertising and it is based on displaying an impression of the ad 1,000 times. • Cost Per Action (CPA).  ...  which users' data will be collected and analyzed when viewability is fully adopted by the advertising industry.  ... 
doi:10.1109/access.2021.3115979 fatcat:cbbgclmcgrdklpvm6fio3yyena

How Much Ad Viewability is Enough? The Effect of Display Ad Viewability on Advertising Effectiveness [article]

Christina Uhl, Nadia Abou Nabout, Klaus Miller
2020 arXiv   pre-print
Ad viewability - which refers to the pixel percentage-in-view and the exposure duration of an online display ad - has recently garnered great interest among digital advertisers and publishers.  ...  Yet, an ad is essentially ineffective if it is not at least somewhat viewable.  ...  Table 3 We control pixel percentage-in-view and exposure duration in order to test the causal effect of ad viewability on advertising effectiveness.  ... 
arXiv:2008.12132v1 fatcat:muni6u4a4bhtdhkjictogbpkzq

Towards a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior

Anindya Ghose, Vilma Todri
2015 Social Science Research Network  
The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising.  ...  Two unique features of our data set that distinguish this paper from prior work are: (i) the information on the actual viewability of impressions and (ii) the duration of exposure to the display advertisements  ...  Additionally, an impression might be rendered non-viewable due to ad frauding techniques that an advertising network might employ.  ... 
doi:10.2139/ssrn.2672090 fatcat:g2ss4j2uuzfuxnavpjp3gzbchu

Toward a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior

Anindya Ghose, Vilma Todri-Adamopoulos
2016 MIS Quarterly  
The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising.  ...  Two unique features of our data set that distinguish this paper from prior work are: (i) the information on the actual viewability of impressions and (ii) the duration of exposure to the display advertisements  ...  Additionally, an impression might be rendered non-viewable due to ad frauding techniques that an advertising network might employ.  ... 
doi:10.25300/misq/2016/40.4.05 fatcat:at4egeexinfalhdgjumukhahpy

Independent Auditing of Online Display Advertising Campaigns

Patricia Callejo, Ruben Cuevas, Angel Cuevas, Mikko Kotila
2016 Proceedings of the 15th ACM Workshop on Hot Topics in Networks - HotNets '16  
These findings should contribute to open a debate between advertisers and Ad Tech vendors to standardize the utilization of independent auditing methodologies as the one presented in this work.  ...  In this paper, we present a novel methodology that allows advertisers to independently assess the quality of display advertising campaigns.  ...  This work has been partially supported by the European Union through the H2020 TYPES (653449) and ReCRED (653417) projects, the Spanish Ministry of Economy and Competitiveness through the DRONEXT project  ... 
doi:10.1145/3005745.3005752 dblp:conf/hotnets/CallejoRCK16 fatcat:aw5iznev2zhuzpe22frgtcjg7i

New Media & Content Mix of Popular Category of Products Advertised: A Brief Study

Ridhwan Un Nissa, Pratika Mishra
2016 International Journal of Business and Management  
advertiser for not only making the advertisement attractive but to create an impulse amount the target audience.  ...  In the rigorous literature review the paper identifies various products and services which are being frequently advertised on social media and also identifies the social media websites which are used for  ...  Clothing, accessories and Makeup range is more advertised on Facebook & Twitter and less on Google + and LinkedIn.  ... 
doi:10.5539/ijbm.v11n10p252 fatcat:hl5gdkwgvvgd5lasibd34xih7a

Information quality, privacy policies, and data safety practices in online social networks for health: A longitudinal analysis

Kaitlin L. Costello
2015 Proceedings of the Association for Information Science and Technology  
These scores were compared among sites in order to analyze their general practices and policies.  ...  The quality and safety of social networks for CKD is variable, and improvement is feasible.  ...  To be included in this evaluation, sites had to be in the English language and be publicly viewable.  ... 
doi:10.1002/pra2.2015.145052010058 dblp:conf/asist/Costello15 fatcat:izo35otc3fdxjbagte5n7phkii

Is Blockchain Ready to Revolutionize Online Advertising?

Matti Antero Parssinen, Mikko Kotila, Ruben Cuevas Rumin, Amit Phansalkar, Jukka Manner
2018 IEEE Access  
We have also analyzed the available solutions against the requirements and recommend directions for future research and solution development.  ...  All key stakeholders in the value-chain are infected: advertisers with fraud, publishers with their diminishing share of advertising budgets, and users with their right to privacy.  ...  The results are presented in Table 2 . All of the analyzed blockchain platforms had a somewhat different proof method.  ... 
doi:10.1109/access.2018.2872694 fatcat:zhiijgaq6bbf3orbg3c76d5cti

Digital culture and communication: HbbTV or the new interactive culture

Joan-Francesc Fondevila-Gascón, Eduard Vidal, Joan Cuenca-Fontbona, Marc Polo-López
2020 Congreso Internacional de la Asociación Española de Investigación de la Comunicación  
This research tries to detect the main motivating factors and future trends in the relationship between television and interactive advertising, in a new interactive communication scenario.  ...  The consolidation of smart TV on demand, the lower relevance of television in classical terms as a basic medium for advertising but greater with interactivity, the growth of branded content and the adaptation  ...  ) analyzing the current advertising model, interactivity and advertising effectiveness, television advertising, technology and advertising and an open section.  ... 
doi:10.3145/ae-ic-epi.2020.e29 fatcat:4cosaxpdpzanxoqdrbs2y5d6la

The Many Faces of Internet Marketing

Aleksandar Grubor, Olja Jakša
2017 Social Science Research Network  
The power of the web has transformed both consumer behaviour and lifestyle and traditional marketing strategy path towards completely new patterns that has become an imperative in modern business surroundings  ...  Relying on the results of research and analysis in the given field, it is clear that Internet improvements are going to create even more dynamic and challenging environment in just next few years, and  ...  Display Advertising is focused on the usage of visual elements like images, videos, animations, rather than test, in creating brand awareness and image, and finally sales (Atshaya & Rungta, 2016) .  ... 
doi:10.2139/ssrn.3282597 fatcat:bm6fffvo5zg2bmewpfarpj7oom

A Novel Feature Engineering Framework in Digital Advertising Platform

Saeid SOHEILY-KHAH, Yiming WU
2019 International Journal of Artificial Intelligence & Applications  
While an advertisement is an announcement online about something such as a product or service, predicting the probability that a user do any action on the ads, is critical to many web applications.  ...  Due to over billions daily active users, and millions daily active advertisers, a typical model should provide predictions on billions events per day.  ...  The impression, which also called an ad (advertisement) view, refers to the point in which an advertisement is viewed once by a user, or displayed once on a web page.  ... 
doi:10.5121/ijaia.2019.10403 fatcat:febmtvrxnzaxdafsznkfowynjq

User tracking mechanisms and counter-measures

Asra Ishtiaq, Salma Hussain Abbasi, Muhammad Aleem, Muhammad Arshad Islam
2017 International Journal of Applied Mathematics Electronics and Computers  
Our major contribution in this paper is to empirically show the tracking mechanism used for user discrimination on the Web, and also provide a defense mechanism against these tracking mechanisms.  ...  Now a day, tracking services and passive traffic check are widely used to collect knowledge about user's internet activities and interests.  ...  The key function of an ad network is an aggregation of ad space from publishers and matching it with advertisers' demand.  ... 
doi:10.18100/ijamec.2017528829 fatcat:22wof64hobcspm4irs5lc26sxu

Efficient video transfer using LAN caching assisted by cloud computing

Vishwa Kiran S, Raghuram S, Thriveni J, Venugopal K R
2015 TENCON 2015 - 2015 IEEE Region 10 Conference  
client and also resulting in higher power consumption at routers.  ...  Proposed implementation model retains all other server activities with server except for allowing an available LAN peer copy of video to be streamed to another peer of the same LAN when requested for.  ...  power consumption by Routers and Switches in computer network domain.  ... 
doi:10.1109/tencon.2015.7373071 fatcat:7lyhf5qtjvenjfth3ymxtyt2am

Effective Integration of Mobile Applications in the Context of Education System

Sathya PriyaBalasegaran, Kalaranjani Jayakumar
2013 International Journal of Applied Information Systems  
It utilizes an Android platform for learners to access and refer online study materials, test themselves through mobile devices, and view their evaluation results.  ...  This proposed model could be implemented as a MOOC across groups of institutions, interactive study forums and networking communities.  ...  /her study, viewable in the device and then advances to take the test.  ... 
doi:10.5120/ijais13-451015 fatcat:7jvyavr4b5d2vm4txnvkytbd2e
« Previous Showing results 1 — 15 out of 763 results