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Miloš Ljubojević, Nenad Orlić, Vojkan Vasković, Ivan Šćepanović
The experiment was performed by analyzing the online video advertising as a good example of online information delivery application.  ...  The scientific and systematic method for open source video online serving platforms evaluation, that can enable project designers to determine the important factors for the implementation of online video  ...  In the case of online video advertising, displaying video ads gives Kaltura a rapid and pervasive access to potential advertisers.  ... 
doi:10.7251/akt1635001lj fatcat:wavn3elfgnavjb2wvmuu6bjtq4

Online advertising: Analysis of privacy threats and protection approaches

José Estrada-Jiménez, Javier Parra-Arnau, Ana Rodríguez-Hoyos, Jordi Forné
2017 Computer Communications  
Online advertising, the pillar of the "free" content on the Web, has revolutionized the marketing business in recent years by creating a myriad of new opportunities for advertisers to reach potential customers  ...  We first analyze the threats and potential privacy attackers in this scenario of online advertising.  ...  Parra-Arnau is the recipient of a Juan de la Cierva postdoctoral fellowship, FJCI-2014-19703, from the MINECO.  ... 
doi:10.1016/j.comcom.2016.12.016 fatcat:qkct7qifnnahxd4tvlau3e6wiy

The Dark Alleys of Madison Avenue

Apostolis Zarras, Alexandros Kapravelos, Gianluca Stringhini, Thorsten Holz, Christopher Kruegel, Giovanni Vigna
2014 Proceedings of the 2014 Conference on Internet Measurement Conference - IMC '14  
To this end, they assign an area of their web page to an advertising company (so called ad exchange) that will use it to display promotional content.  ...  Additionally, we show that some ad exchanges are more prone to serving malicious advertisements than others, probably due to their deficient filtering mechanisms.  ...  We also show that, because of the arbitration process, it is common for ad exchanges to serve a malicious advertisement provided by another ad exchange.  ... 
doi:10.1145/2663716.2663719 dblp:conf/imc/ZarrasKSHKV14 fatcat:t6bdfqrdmjgq5l3cgaoi5oa6hy

Header Bidding as Smart Service for Selling Ads in the Digital Era

Claudia Loebbecke, Stefan Cremer, Maximilian Richter
2020 Journal of Information Systems Engineering & Management  
It facilitates concurrent, automatic real-time bidding for ad spaces on online publishers' websites and thereby supports online publishers' in their efforts to tackle Google's dominance in the online advertising  ...  Header bidding refers to an innovative, smart service for online advertising.  ...  In this paper, we focus on publishers selling slots for online display advertising.  ... 
doi:10.29333/jisem/8483 fatcat:chbbjcg45jf5fpgqkesut7vsyu

Real-time bidding for online advertising

Shuai Yuan, Jun Wang, Xiaoxue Zhao
2013 Proceedings of the Seventh International Workshop on Data Mining for Online Advertising - ADKDD '13  
In this paper, we provide an empirical analysis and measurement of a production ad exchange.  ...  The real-time bidding (RTB), aka programmatic buying, has recently become the fastest growing area in online advertising.  ...  Right Media, Microsoft ad exchange, were created to address this Ad exchange Ad exchange I II III Figure 1 : A brief illustration of the history and structure of display online advertising.  ... 
doi:10.1145/2501040.2501980 fatcat:m2rtohdbejb73hol25imyogzkm

Page 401 of Journal of Advertising Research Vol. 49, Issue 4 [page]

2009 Journal of Advertising Research  
AN ADVERTISER’S RIGHT TO KNOW WHERE ITS ADS ARE SHOWN Online advertising is a quid pro quo: an adver- tiser tenders payment and receives ad placement in exchange.  ...  Building a Bill of Rights for Online Advertisers ONLINE ADVERTISING PRESENTS remarkable efficiencies—better targeting, improved meas- urement, and greater return on investment.  ... 

Real-time Bidding for Online Advertising: Measurement and Analysis [article]

Shuai Yuan, Jun Wang, Xiaoxue Zhao
2013 arXiv   pre-print
In this paper, we provide an empirical analysis and measurement of a production ad exchange.  ...  The real-time bidding (RTB), aka programmatic buying, has recently become the fastest growing area in online advertising.  ...  and structure of display online advertising.  ... 
arXiv:1306.6542v1 fatcat:vzqiwu5k4vhhjni6fknsmdenfa

Online Advertising Security: Issues, Taxonomy, and Future Directions [article]

Zahra Pooranian, Mauro Conti, Hamed Haddadi, Rahim Tafazolli
2021 arXiv   pre-print
It provides a simple and efficient way for advertisers to display their advertisements to specific individual users, and over the last couple of years has contributed to an explosion in the income stream  ...  We then devise a comprehensive taxonomy of attacks on online advertising to raise awareness among researchers about the vulnerabilities of online advertising ecosystem.  ...  The process of ad serving in mobile system is illustrated in Fig. 4 . The advertiser distributes ads to display advertisements to mobile users through the ad exchange (step 1).  ... 
arXiv:2006.03986v4 fatcat:vyxorsmo4rgdllv7lmntc5bv7i

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
We then introduce four major participants, namely advertisers, online publishers, ad exchanges and web users; and through analysing and discussing the major research problems and existing solutions from  ...  Internet advertising is a fast growing business which has proved to be significantly important in digital economics.  ...  When publishers request ads with a given context to serve users, the ADX contacts candidate Ad Networks (ADN) in real-time for a wider selection of relevant ads; • Data exchanges (DX), sometimes called  ... 
arXiv:1206.1754v2 fatcat:bq2rq2qgnbetxmf5qx5iiezila

Advertising-based revenue model in digital media market

Alona Bekh
2020 Ekonomski Vjesnik  
In the case of advertising-based revenue model, a company creates a digital media product, attracts interaction and engagement of users and then sells access to this audience to advertisers.  ...  As for increasing advertising revenue, the main point is constantly experimenting with advertising format optimization, adding new advertising networks and enhancing landing page quality.  ...  Ad block is a software designed to remove or alter online advertising in a web browser or an application, preventing page elements containing ads from being displayed.  ... 
doaj:bd1aa4f8ac7142c795bee263f398e417 fatcat:3ufnpserdzf2xjtuyg7fq4odza

Analysis of the FTC's Decision Not to Block Google's Acquisition of AdMob

Randy Stutz, Richard Brunell
2010 Social Science Research Network  
It offers one of the world's largest mobile ad networks, assisting in the sale and serving of mobile website display ads and in-app display ads for over 15,000 mobile publishers or developers.  ...  In DoubleClick, the FTC concluded that online search ads were not sufficient substitutes to be in the same relevant market as online display or contextual ads. 30 In AdMob, the FTC apparently concluded  ... 
doi:10.2139/ssrn.1736663 fatcat:bww2phy545af3dxjwzzmmnxyii

Operating an Advertising Programmatic Buying Platform: A Case Study

Juan Carlos Gonzalvez-Cabañas, Francisco Mochón
2016 International Journal of Interactive Multimedia and Artificial Intelligence  
The platform executes, evaluates, manages and optimizes display advertising campaigns, all in real-time.  ...  To carry out our case study, we will use a programmatic online advertising sales platform, which identifies the optimal way of promoting a given product.  ...  Acknowledgment The platform used in this paper has been developed and deployed by the company Zed Worldwide S.A thanks to whom this article was made possible.  ... 
doi:10.9781/ijimai.2016.361 fatcat:asmjwv6vhnaazfnc4n7thqglty

Making Snowflakes Like Stocks: Stretching, Bending, and Positioning to Make Financial Market Analogies Work in Online Advertising

Vern L. Glaser, Peer C. Fiss, Mark Thomas Kennedy
2016 Organization science (Providence, R.I.)  
To develop a theory that explains how organizations make initially imperfect analogies "work," we use a case study of online advertising exchanges, a market-inspired model for buying and selling online  ...  We find that as organizations stretch an initially misfitting exchange analogy from financial markets to online advertising, they iteratively bend their activities in superficial, structural, and generative  ...  This work was supported by a Faculty Research Award from the Lloyd Greif Center for Entrepreneurial Studies at the University of Southern California (USC) Marshall School of Business and the USC Provost's  ... 
doi:10.1287/orsc.2016.1069 fatcat:qrzvzfvkhnfabklnzvpov67rcy

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  
In this paper, we present a novel methodology that allows advertisers to independently assess the quality of display advertising campaigns.  ...  We have applied our methodology in 8 display ad campaigns configured in Google AdWords, which overall produced 160K ad impressions displayed in more than 7K publishers.  ...  Several intermediaries (Media Agencies, Trading Desks, Demand Side Platforms -DSPs-, Ad Exchanges, Ad Networks, etc), interact in order to display ads from advertisers on publisher websites.  ... 
doi:10.1145/3005745.3005752 dblp:conf/hotnets/CallejoRCK16 fatcat:aw5iznev2zhuzpe22frgtcjg7i

Behavioural Analytics using Process Mining in On-line Advertising

Maria Diapouli, Stelios Kapetanakis, Miltos Petridis, Roger Evans
2017 International Conference on Case-Based Reasoning  
Our results seem promising, indicating that there is a need for further workflow research in online display advertising.  ...  Online behavioural targeting is one of the most popular business strategies on the display advertising today.  ...  Ad-exchanges are online auction marketplaces (like e-bay) trading in advertisements as their "products".  ... 
dblp:conf/iccbr/DiapouliKPE17 fatcat:bwb6iz7senf6zo2q6lgho2bnqq
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