Related papers: An Empirical Study on Display Ad Impression Viewab…
Media publisher platforms often face an effectiveness-nuisance tradeoff: more annoying ads can be more effective for some advertisers because of their ability to attract attention, but after attracting viewers' attention, their nuisance to…
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…
Advertising is a crucial component of marketing and an important way for companies to raise awareness of goods and services in the marketplace. Advertising campaigns are designed to convey a marketing image or message to an audience of…
In this work, we study ad conversion measurement, a central functionality in digital advertising, where an advertiser seeks to estimate advertiser website (or mobile app) conversions attributed to ad impressions that users have interacted…
There are two major ways of selling impressions in display advertising. They are either sold in spot through auction mechanisms or in advance via guaranteed contracts. The former has achieved a significant automation via real-time bidding…
Online advertising is the major source of income for a large portion of Internet Services. There exists a body of literature aiming at optimizing ads engagement, understanding the privacy and ethical implications of online advertising, etc.…
We present the results of a study designed to measure the impact of interruptive advertising on consumers willingness to pay for products bearing the advertiser's brand. Subjects participating in a controlled experiment were exposed to ads…
Ads are an important revenue source for mobile app development, especially for free apps, whose expense can be compensated by ad revenue. The ad benefits also carry with costs. For example, too many ads can interfere the user experience,…
A reader browsing through an online article is highly likely to encounter an advertorial, often without realizing it. Advertorials represent a relatively new marketing strategy where advertisements are deliberately designed to resemble the…
Advertisements are unavoidable in modern society. Times Square is notorious for its incessant display of advertisements. Its popularity is worldwide and smaller cities possess miniature versions of the display, such as Pittsburgh and its…
Online advertising is progressively moving towards a programmatic model in which ads are matched to actual interests of individuals collected as they browse the web. Letting the huge debate around privacy aside, a very important question in…
In online display advertising, guaranteed contracts and real-time bidding (RTB) are two major ways to sell impressions for a publisher. For large publishers, simultaneously selling impressions through both guaranteed contracts and in-house…
Modeling what makes an advertisement persuasive, i.e., eliciting the desired response from consumer, is critical to the study of propaganda, social psychology, and marketing. Despite its importance, computational modeling of persuasion in…
Online advertising is a cornerstone of the Internet ecosystem, with advertising measurement playing a crucial role in optimizing efficiency. Ad measurement entails attributing desired behaviors, such as purchases, to ad exposures across…
Given the massive market of advertising and the sharply increasing online multimedia content (such as videos), it is now fashionable to promote advertisements (ads) together with the multimedia content. It is exhausted to find relevant ads…
We address the task of advertisement image generation and introduce three evaluation metrics to assess Creativity, prompt Alignment, and Persuasiveness (CAP) in generated advertisement images. Despite recent advancements in Text-to-Image…
This paper studies the measurement of advertising effects on online platforms when parallel experimentation occurs, that is, when multiple advertisers experiment concurrently. It provides a framework that makes precise how parallel…
We present a new algorithm for behavioral targeting of banner advertisements. We record different user's actions such as clicks, search queries and page views. We use the collected information on the user to estimate in real time the…
Advertisements (ads) often include strongly emotional content to leave a lasting impression on the viewer. This work (i) compiles an affective ad dataset capable of evoking coherent emotions across users, as determined from the affective…
We consider a novel pricing and advertising framework, where a seller not only sets product price but also designs flexible 'advertising schemes' to influence customers' valuation of the product. We impose no structural restriction on the…