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Dynamic effects of ad impressions on commercial actions in display advertising

Joel Barajas, Ram Akella, Marius Holtan, Jaimie Kwon, Aaron Flores, Victor Andrei
2012 Proceedings of the 21st ACM international conference on Information and knowledge management - CIKM '12  
Specifically, we model the impact of daily number of ad impressions in daily number of commercial actions. We incorporate persistence of campaign effects on actions assuming a decay factor.  ...  In this paper, we develop a time series approach, based on Dynamic Linear Models (DLM), to estimate the impact of ad impressions on the daily number of commercial actions when no user tracking is possible  ...  We have modeled the effect of ad impressions on commercial actions through a DLM, and provided daily effect estimates.  ... 
doi:10.1145/2396761.2398510 dblp:conf/cikm/BarajasAHKFA12 fatcat:v6wifiiiczdkhma2gwc75ho6nq

Do display ads influence search? Attribution and dynamics in online advertising

Pavel Kireyev, Koen Pauwels, Sunil Gupta
2016 International Journal of Research in Marketing  
Although display benefits from attribution, the strong dynamic effects of search call for an increase in search advertising budget share by up to 36% in our empirical context.  ...  After accounting for these three effects, we find that each $1 invested in display and search leads to a return of $1.24 for display and $1.75 for search ads, which contrasts sharply with the estimated  ...  actions (e.g. clicks on these ads).  ... 
doi:10.1016/j.ijresmar.2015.09.007 fatcat:oafthspv6jh4tgnkzxke7rl5dq

Impact of ad impressions on dynamic commercial actions

Joel Barajas, Ram Akella, Marius Holtan, Jaimie Kwon, Aaron Flores, Victor Andrei
2012 Proceedings of the 21st international conference companion on World Wide Web - WWW '12 Companion  
We develop a descriptive method to estimate the impact of ad impressions on commercial actions dynamically without tracking cookies.  ...  We analyze 2,885 campaigns for 1,251 products from the ad network. We compare our method with A/B testing for 2 campaigns, and with a public synthetic dataset.  ...  INTRODUCTION Evaluating the effectiveness of marketing campaigns is a key problem in Online Display Advertising.  ... 
doi:10.1145/2187980.2188076 dblp:conf/www/BarajasAHKFA12 fatcat:sc5coysgunfr7bpshxpzxqvy5a

Application of TOPSIS for Solving Optimal Brand Communication Effect on the Portal

Yueh-Hua Lee, Feng-Yi Wu, Chung-Chu Chuang
2013 International Journal of Web Portals  
Based on the cognitive psychology of selective attention and priming effect, and visual display effect, this research aims to explore how banner advertisements in the portal sites affect brand communication  ...  Finally, TOPSIS are presented as an empirical example in brand communication effect on the web portal.  ...  Positioning the ad in the first third of the webpage can intensify the impression effect of dynamic banners more effectively than positioning the advertisement in the middle of the page.  ... 
doi:10.4018/ijwp.2013070103 fatcat:vjiln26mkbd53jdsib2cb6y4au

Measuring the effectiveness of display advertising

Joel Barajas, Ram Akella, Marius Holtan, Jaimie Kwon, Brad Null
2011 Proceedings of the 20th international conference companion on World wide web - WWW '11  
We develop an approach for measuring the effectiveness of online display advertising at the campaign level.  ...  We present a Kalman filtering approach to deseasonalize and estimate the percentage changes of online sales on a daily basis.  ...  This is crucial when the business model is cost per action (CPA). In this paper, we address the estimation of the effects of display advertising.  ... 
doi:10.1145/1963192.1963197 dblp:conf/www/BarajasAHKN11 fatcat:invfyck65zb4jjguryjbvdrxgi

Statistical Arbitrage Mining for Display Advertising

Weinan Zhang, Jun Wang
2015 Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining - KDD '15  
Both the offline experiments on a real-world large-scale dataset and online A/B tests on a commercial platform demonstrate the effectiveness of our proposed solution in exploiting arbitrage in various  ...  We study and formulate arbitrage in display advertising.  ...  We thank the engineers Tianchi Zhu, Jie Liu, Lei Gong, Yanjun He and Zhao Yang for helping conduct the online experiment on BigTree DSP.  ... 
doi:10.1145/2783258.2783269 dblp:conf/kdd/ZhangW15a fatcat:tb5lof76lbd47lc5bvhbf7vwpu

Internet Advertising: An Interplay among Advertisers, Online Publishers, Ad Exchanges and Web Users [article]

Shuai Yuan, Ahmad Zainal Abidin, Marc Sloan, Jun Wang
2012 arXiv   pre-print
In this paper, we provide a comprehensive survey on Internet advertising, discussing and classifying the research issues, identifying the recent technologies, and suggesting its future directions.  ...  As the web evolves and data collection continues, the design of methods for more targeted, interactive, and friendly advertising may have a major impact on the way our digital economy evolves, and to aid  ...  Advertisers buy impressions of webpages from publishers and have their ads displayed to all visitors.  ... 
arXiv:1206.1754v2 fatcat:bq2rq2qgnbetxmf5qx5iiezila

Exploitation and exploration in a performance based contextual advertising system

Wei Li, Xuerui Wang, Ruofei Zhang, Ying Cui, Jianchang Mao, Rong Jin
2010 Proceedings of the 16th ACM SIGKDD international conference on Knowledge discovery and data mining - KDD '10  
The dynamic marketplace in online advertising calls for ranking systems that are optimized to consistently promote and capitalize better performing ads.  ...  The experimental results and detailed analysis reveal several important findings of the EE behaviors in online advertising and demonstrate that our algorithms perform superiorly in terms of ad reach and  ...  In contextual advertising, usually there is a commercial intermediary, called ad-network, in charge of optimizing the ad selection with a three-fold goal of increasing revenue (shared between publishers  ... 
doi:10.1145/1835804.1835811 dblp:conf/kdd/LiWZCMJ10 fatcat:7rupiwrdovcpjepj55naiedeje

An Integrated Effectiveness Framework of Mobile In-App Advertising

Vinh Nguyen Xuan Truong, Mathews Nkhoma, Wanniwat Pansuwong
2019 Australasian Journal of Information Systems  
On this kind of advertising, the app publishers do not only play a critical role in the ad serving process but also receive a significant portion of the advertising revenue.  ...  This research conceptualises the role of publishers and proposes an integrated effectiveness framework to further improve the effectiveness of mobile in-app advertising not for one but all participants  ...  This research responds to a call of more research into e-business (Jiang, Liang & Tsai 2019) , especially the mobile advertising field (Grewal, Bart, Spann & Pal Zubcsek 2016; Okazaki 2012) .  ... 
doi:10.3127/ajis.v23i0.1971 fatcat:zf5cx7ewqzdfvgfyynsdagbpka

Ads and Fraud: A Comprehensive Survey of Fraud in Online Advertising

Shadi Sadeghpour, Natalija Vlajic
2021 Journal of Cybersecurity and Privacy  
We then review different categories of ad fraud and present a taxonomy of known attacks on an online advertising system.  ...  The main novelty of our work lies in the development of an innovative taxonomy of different types of digital advertising fraud based on their actual executors and victims.  ...  Conflicts of Interest: The authors declare no conflict of interest.  ... 
doi:10.3390/jcp1040039 fatcat:hdcfm7gimvfbnk7kp2jzx2xyfi

Dynamic ad layout revenue optimization for display advertising

Haibin Cheng, Eren Manavoglu, Ying Cui, Ruofei Zhang, Jianchang Mao
2012 Proceedings of the Sixth International Workshop on Data Mining for Online Advertising and Internet Economy - ADKDD '12  
A dynamic ad layout revenue optimization framework is developed for display advertising, in terms of both guaranteed and non-guaranteed advertising.  ...  Display advertising has been growing rapidly in recent years, with revenue generated from display ads placed on spaces allocated on publisher's web pages.  ...  GD display advertising In GD display advertising, advertisers book the desired high premium impressions from publishers with guaranteed contracts at a flat price in terms of cost-per-thousand (CPM).  ... 
doi:10.1145/2351356.2351365 fatcat:bep42ps2dvgc3mwc4usybzssse

Marketing campaign evaluation in targeted display advertising

Joel Barajas, Jaimie Kwon, Ram Akella, Aaron Flores, Marius Holtan, Victor Andrei
2012 Proceedings of the Sixth International Workshop on Data Mining for Online Advertising and Internet Economy - ADKDD '12  
We discuss the framework of a marketing campaign in the context of targeted display advertising, and incorporate the main elements of this framework in the evaluation.  ...  In this paper, we develop an experimental analysis to estimate the causal effect of online marketing campaigns as a whole, and not just the media ad design.  ...  Here, the authors verify the impact of ad exposure to users on their commercial actions.  ... 
doi:10.1145/2351356.2351361 fatcat:3hdhodmi6bgbjeqmfu4hjeoy7m

Combining guaranteed and spot markets in display advertising: selling guaranteed page views with stochastic demand [article]

Bowei Chen, Jingmin Huang, Yufei Huang, Stefanos Kollias, Shigang Yue
2019 arXiv   pre-print
by the updated dual force of supply and demand in auctions.  ...  In this paper, we present a dynamic programming model to study how an online publisher should optimally allocate and price page views between guaranteed and spot markets.  ...  Introduction Display advertising is one of the most popular forms of online marketing.  ... 
arXiv:1708.01348v4 fatcat:myi4o5cgefbfhiybktb2fhns3m

Vungle Inc. Improves Monetization Using Big Data Analytics

Bert De Reyck, Ioannis Fragkos, Yael Grushka-Cockayne, Casey Lichtendahl, Hammond Guerin, Andrew Kritzer
2017 Interfaces  
In the mobile advertising industry, once a customer enters the network, an ad-serving decision must be made in a matter of milliseconds.  ...  ., one of the largest global mobile ad networks. Our approach also addresses other important issues that most ad networks face, such as user fatigue, budget restrictions, and campaign pacing.  ...  Acknowledgments We acknowledge the contributions and support of Vungle engineers, without whom this project would not have been possible.  ... 
doi:10.1287/inte.2017.0903 fatcat:woecealpmvddboisdljzjnfjzq

Real-Time Bidding by Reinforcement Learning in Display Advertising

Han Cai, Kan Ren, Weinan Zhang, Kleanthis Malialis, Jun Wang, Yong Yu, Defeng Guo
2017 Proceedings of the Tenth ACM International Conference on Web Search and Data Mining - WSDM '17  
The majority of online display ads are served through real-time bidding (RTB) --- each ad display impression is auctioned off in real-time when it is just being generated from a user visit.  ...  To place an ad automatically and optimally, it is critical for advertisers to devise a learning algorithm to cleverly bid an ad impression in real-time.  ...  A straightforward bidding strategy in RTB display advertising is mainly based on the truthfulness of second-price auctions [6] , which means the bid price for each ad impression should be equal to its  ... 
doi:10.1145/3018661.3018702 dblp:conf/wsdm/CaiRZMWYG17 fatcat:pwzby5vjffeevnbyccpngq5spe
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