Related papers: Display advertising: Estimating conversion probabi…
Efficient allocation of impressions to advertisers in display advertising has a significant impact on advertisers' utility and the browsing experience of users. The problem becomes particularly challenging in the presence of advertisers…
Predicting the probability that a user will click on a specific advertisement has been a prevalent issue in online advertising, attracting much research attention in the past decades. As a hot research frontier driven by industrial needs,…
Conversion prediction plays an important role in online advertising since Cost-Per-Action (CPA) has become one of the primary campaign performance objectives in the industry. Unlike click prediction, conversions have different types in…
Causally identifying the effect of digital advertising is challenging, because experimentation is expensive, and observational data lacks random variation. This paper identifies a pervasive source of naturally occurring, quasi-experimental…
Display advertising normally charges advertisers for every single ad impression. Specifically, if an ad in a webpage has been loaded in the browser, an ad impression is counted. However, due to the position and size of the ad slot, lots of…
Predicting conversion rates (CVRs) in display advertising (e.g., predicting the proportion of users who purchase an item (i.e., a conversion) after its corresponding ad is clicked) is important when measuring the effects of ads shown to…
We introduce a chance constrained optimization model for the fulfillment of guaranteed display Internet advertising campaigns. The proposed formulation for the allocation of display inventory takes into account the uncertainty of the supply…
Conversion rate (CVR) prediction is one of the most critical tasks for digital display advertising. Commercial systems often require to update models in an online learning manner to catch up with the evolving data distribution. However,…
Accurately predicting conversions in advertisements is generally a challenging task, because such conversions do not occur frequently. In this paper, we propose a new framework to support creating high-performing ad creatives, including the…
In this paper, we deal with the uncertainty of bidding for display advertising. Similar to the financial market trading, real-time bidding (RTB) based display advertising employs an auction mechanism to automate the impression level media…
Conversion and conversion rate (CVR) prediction play a critical role in efficient advertising decision-making. In past decades, although researchers have developed plenty of models for CVR prediction, the methodological evolution and…
In online advertising, once an ad campaign is deployed, the automated bidding system dynamically adjusts the bidding strategy to optimize Cost Per Action (CPA) based on the number of ad conversions. For ads with a long conversion delay,…
Online advertising platforms use automated auctions to connect advertisers with potential customers, requiring effective bidding strategies to maximize profits. Accurate ad impact estimation requires considering three key factors: delayed…
Forecasting click volume is a key task in digital advertising, influencing both revenue and campaign strategy. Traditional time series models rely solely on numerical data, often overlooking rich contextual information embedded in textual…
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…
As advertisers increasingly shift their budgets toward digital advertising, accurately forecasting advertising costs becomes essential for optimizing marketing campaign returns. This paper presents a comprehensive study that employs various…
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 has been introduced as one of the most efficient methods of advertising throughout the recent years. Yet, advertisers are concerned about the efficiency of their online advertising campaigns and consequently, would like…
Online advertising is a huge, rapidly growing advertising market in today's world. One common form of online advertising is using image ads. A decision is made (often in real time) every time a user sees an ad, and the advertiser is eager…
User behaviour targeting is essential in online advertising. Compared with sponsored search keyword targeting and contextual advertising page content targeting, user behaviour targeting builds users' interest profiles via tracking their…