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Analyzing and Testing Viewability Methods in an Advertising Network

Marta Exposito-Ventura, Jose A. Ruiperez-Valiente, Jordi Forne
2020 IEEE Access  
INDEX TERMS Viewability, online advertising, advertising network, computer-human interaction, web measurements.  ...  Many of the current online businesses base completely their revenue models in earnings from online advertisement.  ...  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

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.  ...  ad viewability measurement providers, which attempt to measure ad viewability across sites.  ... 
arXiv:2008.12132v1 fatcat:muni6u4a4bhtdhkjictogbpkzq

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  
, showing discrepancies on all the different dimensions.  ...  INTRODUCTION The online advertising ecosystem is complex and it requires the interaction of many stakeholders and technologies to work properly.  ... 
doi:10.1109/access.2021.3115979 fatcat:cbbgclmcgrdklpvm6fio3yyena

Viewability Prediction for Online Display Ads

Chong Wang, Achir Kalra, Cristian Borcea, Yi Chen
2015 Proceedings of the 24th ACM International on Conference on Information and Knowledge Management - CIKM '15  
We analyze a real-life dataset from a large publisher, identify a number of features that impact the scroll depth for a given user and a page, and propose a probabilistic latent class model that predicts  ...  the viewability of any given scroll depth for a user-page pair.  ...  Any opinions, findings, and conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of the funding agencies.  ... 
doi:10.1145/2806416.2806536 dblp:conf/cikm/WangKBC15 fatcat:ccwtgtcq65evvm3ss4m6yn4rpe

Impact Of E-Atmospheric Elements On The Perceived Value Of The Online Visit

Ahmed Anis Charfi, Eric Lombardot
2014 Journal of Applied Business Research  
Furthermore, we test the effect of hedonic and utilitarian value of the visit on the online behavior, highlighting its significant effect.  ...  <p>Websites managers want the consumption experience to be central in the online visit. This study analyzes the effects of experiential components of a website on the online experience.  ...  It is composed of 6 items and of 2 dimensions (hedonic/utilitarian) which allows to analyze the online shopping aspects in a satisfactory way.  ... 
doi:10.19030/jabr.v31i1.9006 fatcat:tev4bjppsvfrpk5tvd5afu547i

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  
Total composite scores were also analyzed to determine whether individual sites had significantly different practices and policies in comparison with the group.  ...  Quality was variable across all sites, with gaps in medical disclaimers, a lack of external review of privacy policies and data safety audits, and missing information about internal quality control in  ...  Finally, this study shows that there are no significant differences over time in any of the domains analyzed, addressing RQ2.  ... 
doi:10.1002/pra2.2015.145052010058 dblp:conf/asist/Costello15 fatcat:izo35otc3fdxjbagte5n7phkii

Online Privacy Trustmarks

Andrea J. S. Stanaland, May O. Lwin, Anthony D. Miyazaki
2011 Journal of Advertising Research  
The more-comprehensive “desire for privacy” has been conceptualized and measured in terms of the dimensions of online consumer privacy (Sheehan and Hoy, 2000) such that it consists of a set of consumer  ...  Dependent Measures The measured dependent variables were advertiser ethics, ¢ trust, advertiser-focused privacy concerns, and patronage intention and recommen- dation (the two behavioral intention measures  ... 
doi:10.2501/jar-51-3-511-523 fatcat:kv45uvbtvjhstg6iwxnbl5aur4

Inefficiencies in Digital Advertising Markets [article]

Brett R Gordon, Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin, Kenneth C Wilbur
2020 arXiv   pre-print
This paper explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking and ad fraud.  ...  Digital advertising markets are growing and attracting increased scrutiny.  ...  Acknowledgements: We are grateful for many helpful suggestions from the special issue editors, John Deighton, Carl Mela and Chris Moorman, and four anonymous reviewers.  ... 
arXiv:1912.09012v2 fatcat:6v6wgtcudvcldgnm2s44bmp3ju

Predicting Pre-click Quality for Native Advertisements

Ke Zhou, Miriam Redi, Andrew Haines, Mounia Lalmas
2016 Proceedings of the 25th International Conference on World Wide Web - WWW '16  
Native advertising is a specific form of online advertising where ads replicate the look-and-feel of their serving platform.  ...  Finally, we deploy a preliminary version of such model and show its effectiveness in the reduction of the offensive ad feedback rate.  ...  Acknowledgments We thank Adi Unger and Tamar Lavee for the deployment of the model for the online A/B testing evaluation, the NLP/Discourse and Dialogue team at Yahoo Labs for providing several NLP features  ... 
doi:10.1145/2872427.2883053 dblp:conf/www/ZhouRHL16 fatcat:six33caqszdu5lvnaq24vxhxyi

Tastes, ties, and time: A new social network dataset using

Kevin Lewis, Jason Kaufman, Marco Gonzalez, Andreas Wimmer, Nicholas Christakis
2008 Social Networks  
We emphasize five distinctive features of this dataset and highlight its advantages and limitations vis-à-vis other kinds of network data.  ...  These findings exemplify the scientific and pedagogical potential of this new network resource and provide a starting point for future analyses.  ...  Christakis, "Development of Network Data and Methods for the Study of Health and Health Care," from the Robert Wood Johnson Foundation, #58729.  ... 
doi:10.1016/j.socnet.2008.07.002 fatcat:mzzmyybwwjdftnlhbhv64lmble

Expressions of Social Presence in Agricultural Conversations on Twitter: Implications for Agricultural Communications

Kelly M. Pritchett, Traci L. Naile, Theresa P. Murphrey
2012 Journal of Applied Communications  
This study examined social variables during two different synchronous conversations on Twitter through a qualitative document analysis that coded messages into affective, interactive, and cohesive categories  ...  Therefore, agricultural communicators should feel comfortable using CMC that contains social presence dimensions to circulate agricultural information among populations across the globe.  ...  Theresa Murphrey is an assistant professor in the Department of Agricultural Leadership, Education, and Communications at Texas A&M University.  ... 
doi:10.4148/1051-0834.1148 fatcat:rmpd2x6hqnbodducehj3zknveq

Understanding the Effect of Incentivized Advertising along the Conversion Funnel [article]

Khai Chiong, Sha Yang, Richard Chen
2021 arXiv   pre-print
Our difference-in-differences estimates suggest switching to incentivized advertising would increase the publisher's revenue by 3.10 per 1,000 impressions.  ...  There is much debate in the industry regarding its' effectiveness.  ...  Understanding how different forms and formats of online display and video advertising affect users' behavior is important for marketers.  ... 
arXiv:1709.00197v3 fatcat:24ygt6h6pnhshoft3ujncfwazq


E. Isaac Sparling, Shilad Sen
2011 Proceedings of the fifth ACM conference on Recommender systems - RecSys '11  
This paper compares four different rating scales: unary ("like it"), binary (thumbs up / thumbs down), five-star, and a 100-point slider.  ...  Our analysis draws upon 12,847 movie and product review ratings collected from 348 users through an online survey.  ...  Three explore costs and one measures benefits across different rating scales. First, we measure rating time: RQ1: Do different rating scales require different amounts of time?  ... 
doi:10.1145/2043932.2043961 dblp:conf/recsys/SparlingS11 fatcat:bypnroot75awbk6a72ql5nteau

Deep Learning for User Interest and Response Prediction in Online Display Advertising

Zhabiz Gharibshah, Xingquan Zhu, Arthur Hainline, Michael Conway
2020 Data Science and Engineering  
User interest and behavior modeling is a critical step in online digital advertising. On the one hand, user interests directly impact their response and actions to the displayed advertisement (Ad).  ...  Such approaches do not consider temporal variance and changes in user behaviors, and solely rely on given features for learning.  ...  as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made.  ... 
doi:10.1007/s41019-019-00115-y fatcat:mngwxyxd2jgbzkzp7menfchwm4

Advertising and Brand Attitudes: Evidence from 575 Brands over Five Years [article]

Rex Yuxing Du, Mingyu Joo, Kenneth C. Wilbur
2018 arXiv   pre-print
Little is known about how different types of advertising affect brand attitudes.  ...  We investigate the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional  ...  How do brand attitudes change with advertising by the same brand and its competitors? How do these relationships vary across attitude measures and types of advertising media?  ... 
arXiv:1810.07783v1 fatcat:gbhidm6olfahnglz63xqjhi6va
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