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The Multiple Attribution Problem in Pay-Per-Conversion Advertising [chapter]

Patrick Jordan, Mohammad Mahdian, Sergei Vassilvitskii, Erik Vee
2011 Lecture Notes in Computer Science  
In recent years the online advertising industry has witnessed a shift from the more traditional pay-per-impression model to the payper-click and more recently to the pay-per-conversion model.  ...  However, this assumption is unrealistic, especially in the context of pay-per-conversion advertising, where it is well known in the marketing literature that the consumer often goes through a purchasing  ...  In addition to the optimal allocation problem in a multiple attribution setting, we explore the associated pricing problem.  ... 
doi:10.1007/978-3-642-24829-0_5 fatcat:7neuy4rkc5bq3fuycx5tktxyjq

Post-click conversion modeling and analysis for non-guaranteed delivery display advertising

Rómer Rosales, Haibin Cheng, Eren Manavoglu
2012 Proceedings of the fifth ACM international conference on Web search and data mining - WSDM '12  
In particular we focus on the post-click conversion (PCC) problem or the analysis of conversions after a user click on a referring ad.  ...  We provide a detailed analysis of conversion rates in the context of non-guaranteed delivery targeted advertising.  ...  Acknowledgments We thank our colleagues for their assistance with data collection, model evaluation, and discussions on the RMI idea.  ... 
doi:10.1145/2124295.2124333 dblp:conf/wsdm/RosalesCM12 fatcat:ontp3q6jtfczvag3vjdbtckm5m

Data management and mining in internet ad systems

S. Muthukrishnan
2010 Proceedings of the VLDB Endowment  
Further, advertisements typically do not pay just to have auctions shown (pay-per-impression), but only when users click on them (pay-per-click) or when users buy (pay-perconversion).  ...  There are many other attribution problems in Internet ad systems, such as, when an advertiser sees changes in performance in terms of say the number of clicks for their budget, to what factors should they  ... 
doi:10.14778/1920841.1921067 fatcat:mwmbk3mtz5fdxjort2kmbadldq

Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting [article]

Jun Wang, Weinan Zhang, Shuai Yuan
2017 arXiv   pre-print
The most significant progress in recent years in online display advertising is what is known as the Real-Time Bidding (RTB) mechanism to buy and sell ads.  ...  In this monograph, an overview is given of the fundamental infrastructure, algorithms, and technical solutions of this new frontier of computational advertising.  ...  Figure 7 . 1 : 71 An illustration of conversion attribution over multiple touchpoints. Figure 8 . 1 : 81 How pay-per-view (PPV) networks generate traffic.  ... 
arXiv:1610.03013v2 fatcat:f2ewm5rdhzfi3pdndao4uww6re

Modeling delayed feedback in display advertising

Olivier Chapelle
2014 Proceedings of the 20th ACM SIGKDD international conference on Knowledge discovery and data mining - KDD '14  
In performance display advertising a key metric of a campaign effectiveness is its conversion rate -the proportion of users who take a predefined action on the advertiser website, such as a purchase.  ...  One difficulty however is that the conversions can take place long after the impression -up to a month -and this delayed feedback hinders the conversion modeling.  ...  In the case of multiple clicks leading to a conversion, we adopted the industry standard to attribute the conversion to the last click.  ... 
doi:10.1145/2623330.2623634 dblp:conf/kdd/Chapelle14 fatcat:rpxwldkq3jdl7ccgrhq47g5dwy

Attribution Modeling Increases Efficiency of Bidding in Display Advertising [article]

Eustache Diemert, Julien Meynet, Pierre Galland, Damien Lefortier
2017 arXiv   pre-print
We argue that attribution modeling improves the efficiency of the bidding policy in the context of performance advertising.  ...  Two separated lines of previous works respectively address i) the prediction of user conversion probability and ii) the attribution of these conversions to advertising events (such as clicks) after the  ...  Acknowledgments The authors would like to thank the Criteo team and especially Nicolas Le Roux, Clément Mennesson, Alexis Watine for helpful discussions.  ... 
arXiv:1707.06409v2 fatcat:fx3rsnxb3bg4xpyuptx7uohxru

Empirical Analysis of Search Advertising Strategies

Bhanu C. Vattikonda, Vacha Dave, Saikat Guha, Alex C. Snoeren
2015 Proceedings of the 2015 ACM Conference on Internet Measurement Conference - IMC '15  
This paper presents the first large-scale measurement of the effectiveness-measured in terms of incremental conversion gains-of online search ads.  ...  Considering data from a month in the last two years, we employ NAB to identify cases where these campaign strategies are justified.  ...  Acknowledgments We thank the anonymous reviewers for their valuable feedback. This work was funded in part by the National Science Foundation through grant CNS-1237264.  ... 
doi:10.1145/2815675.2815694 dblp:conf/imc/VattikondaDGS15 fatcat:qbuiah53onb7tl5a7thqqygpsi

Beyond the Last Touch: Attribution in Online Advertising

Ron Berman
2013 Social Science Research Network  
Advertisers who run online advertising campaigns often utilize multiple publishers concurrently to deliver ads.  ...  The analysis identifies two strategies publishers may use in equilibrium -free-riding on other publishers and exploitation of the baseline conversion rate of consumers.  ...  travelers and yields more profit per attributed conversion.  ... 
doi:10.2139/ssrn.2384211 fatcat:ecatinc7xzcjhinb6t54ke57z4

Attribution Strategies and Return on Keyword Investment in Paid Search Advertising

Hongshuang (Alice) Li, P. K. Kannan, Siva Viswanathan, Abhishek Pani
2016 Marketing science (Providence, R.I.)  
We discuss how an appropriate attribution strategy can help firms to better target customers and lower acquisition costs in the context of paid search advertising.  ...  Firms use different attribution strategies such as last-click attribution or first-click attribution to assign conversion credits to search keywords that appear in their consumers' paths to purchase.  ...  However, when the consumer clicks on multiple keywords from the advertiser and makes multiple visits to the website before making a single conversion, the advertiser must assign the conversion credit back  ... 
doi:10.1287/mksc.2016.0987 fatcat:wqhyx637gjeejcaoj5rfdws4om

Real-time Bidding campaigns optimization using attribute selection [article]

Luis Miralles, M. Atif Qureshi, Brian Mac Namee
2019 arXiv   pre-print
Real-Time Bidding is nowadays one of the most promising systems in the online advertising ecosystem.  ...  In the presented study, the performance of RTB campaigns is improved by optimising the parameters of the users' profiles and the publishers' websites.  ...  Performance-based display advertising in RTB platforms usually implements the CPC payment model (Cost-per-click), in which the advertiser pays only when adverts generate a click or the Cost-per-acquisition  ... 
arXiv:1910.13292v1 fatcat:aqe6og3345dbxbkuqxyqlfp6ja

Inventory Allocation for Online Graphical Display Advertising [article]

Jian Yang, Erik Vee, Sergei Vassilvitskii, John Tomlin, Jayavel Shanmugasundaram, Tasos Anastasakos, Oliver Kennedy
2010 arXiv   pre-print
We investigate various advertiser and publisher objectives such as (a) revenue from the sale of impressions, clicks and conversions, (b) future revenue from the sale of NGD inventory, and (c) "fairness  ...  We discuss a multi-objective/goal programming model for the allocation of inventory of graphical advertisements.  ...  acknowledgments We gratefully acknowledge the assistance of Sumanth Jagannath and Wenjing Ma in processing the data for our experiments, and Jianchang Mao for managing much of the click model development  ... 
arXiv:1008.3551v1 fatcat:z5ckwon6hfeajf4yntthrfaoq4

Sponsored search: A brief history

Daniel C. Fain, Jan O. Pedersen
2006 Bulletin of the American Society for Information Science and Technology  
and Google now run continuous auctions, in which a competitor willing to pay more can displace an advertiser at any time. Yahoo!  ...  The two companies used the cost per click (CPC) as a common currency, translating the advertiser goal into a basis for pricing.  ... 
doi:10.1002/bult.1720320206 fatcat:oorni63lavgu5hgajywfpmbm7u

Probability Models for Assessing Effectiveness of Advertising Channels in the Internet Environment

2018 The Journal of Social Sciences Research  
There is a difficulty in assessing not only the efficiency and conversion of each channel separately, but also in their interconnection.  ...  To assess the effectiveness and selection of the most optimal channels, different models of attribution are used. The models are reviewed in the article.  ...  In addition, a multi-channel attribution model based on Markov processes (chains) is described that allows to evaluate comprehensively the probability of conversion for each advertising channel and calculate  ... 
doi:10.32861/jssr.spi5.209.215 fatcat:oxja7ebpbbcitd4yk3thqdvobu

Real World Applications of Machine Learning Techniques over Large Mobile Subscriber Datasets [article]

Jobin Wilson, Chitharanj Kachappilly, Rakesh Mohan, Prateek Kapadia, Arun Soman, Santanu Chaudhury
2015 arXiv   pre-print
However, due to the sheer data volume, variety, velocity and veracity of mobile subscriber datasets, sophisticated data analytics techniques and frameworks are necessary to derive actionable insights in  ...  Communication Service Providers (CSPs) are in a unique position to utilize their vast transactional data assets generated from interactions of subscribers with network elements as well as with other subscribers  ...  These advertisers pay certain per unit price for every ad sent; they also have an allocation budget which denote the limit to the number of ads it can afford to send.  ... 
arXiv:1502.02215v1 fatcat:zgjpne4cu5hn7pecrgvmq437bi

The Components and Impact of Sponsored Search

Bernard J. Jansen, Theresa B. Flaherty, Ricardo Baeza-Yates, Lee Hunter, Brendan Kitts, Jamie Murphy
2009 Computer  
In sponsored search-also known as paid search, keyword advertising, pay-per-click (PPC) advertising, and search advertising-advertisers pay search engines for traffic from the search engine to their websites  ...  For example, a sponsored-search ad or link in response to the query "Florida golfing," in which "golf" is the keyword, might be:  ...  This problem is epitomized in a saying attributed to John Wanamaker, the father of modern advertising: "I know that half of my advertising budget is wasted, but I'm not sure which half."  ... 
doi:10.1109/mc.2009.164 fatcat:zohivpn5w5cwfpxdfgm6mfjsf4
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