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Dynamic effects of ad impressions on commercial actions in display advertising
2012
Proceedings of the 21st ACM international conference on Information and knowledge management - CIKM '12
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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
2016
International Journal of Research in Marketing
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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
2012
Proceedings of the 21st international conference companion on World Wide Web - WWW '12 Companion
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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 Advertising.com 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
2013
International Journal of Web Portals
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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
2011
Proceedings of the 20th international conference companion on World wide web - WWW '11
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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
2015
Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining - KDD '15
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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]
2012
arXiv
pre-print
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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
2010
Proceedings of the 16th ACM SIGKDD international conference on Knowledge discovery and data mining - KDD '10
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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
2019
Australasian Journal of Information Systems
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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
2021
Journal of Cybersecurity and Privacy
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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
2012
Proceedings of the Sixth International Workshop on Data Mining for Online Advertising and Internet Economy - ADKDD '12
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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
2012
Proceedings of the Sixth International Workshop on Data Mining for Online Advertising and Internet Economy - ADKDD '12
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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]
2019
arXiv
pre-print
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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
2017
Interfaces
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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
2017
Proceedings of the Tenth ACM International Conference on Web Search and Data Mining - WSDM '17
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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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