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The value of mobile apps is traditionally measured by metrics such as the number of downloads, installations, or user ratings. A problem with these measures is that they reflect actual usage at most indirectly. Indeed, analytic companies…
Mobile applications have become an inseparable part of people's daily life. Nonetheless, the market competition is extremely fierce, and apps lacking recognition among most users are susceptible to market elimination. To this end,…
The consumption of online videos on the Internet grows every year, making it a market that increasingly generates a greater volume of income. This paper deals with a problem of great interest in this context: the allocation of the generated…
The rise of mobile apps has brought greater convenience and customization for users. However, many apps use analytics services to collect a wide range of user interaction data purportedly to improve their service, while presenting app users…
Retargeting ads are increasingly prevalent on the Internet as their effectiveness has been shown to outperform conventional targeted ads. Retargeting ads are not only based on users' interests, but also on their intents, i.e. commercial…
This paper examines and proposes several attribution modeling methods that quantify how revenue should be attributed to online advertising inputs. We adopt and further develop relative importance method, which is based on regression models…
In E-commerce advertising, where product recommendations and product ads are presented to users simultaneously, the traditional setting is to display ads at fixed positions. However, under such a setting, the advertising system loses the…
Advertising becomes one of the most popular ways of monetizing an online transaction platform. Usually, sponsored advertisements are posted on the most attractive positions to enhance the number of clicks. However, multiple e-commerce…
This paper re-examines the Shapley value methods for attribution analysis in the area of online advertising. As a credit allocation solution in cooperative game theory, Shapley value method directly quantifies the contribution of online…
We study four promotions offered on Apple's mobile app store that vary in user exposure, price discount and redemption procedure. We find that promotions that are full-price discounted and digital (i.e., the redemption procedure is a few…
In most real-world large-scale online applications (e.g., e-commerce or finance), customer acquisition is usually a multi-step conversion process of audiences. For example, an impression->click->purchase process is usually performed of…
Human values such as honesty, social responsibility, fairness, privacy, and the like are things considered important by individuals and society. Software systems, including mobile software applications (apps), may ignore or violate such…
Dream11 is a fantasy sports platform that allows users to create their own virtual teams for real-life sports events. We host multiple sports and matches for our 200M+ user base. In this RMG (real money gaming) setting, users pay an entry…
We provide a method to determine whether a new recommendation system improves the revenue per visit (RPV) compared to the status quo. We achieve our goal by splitting RPV into conversion rate and average order value (AOV). We use the…
Third-party services form an integral part of the mobile ecosystem: they allow app developers to add features such as performance analytics and social network integration, and to monetize their apps by enabling user tracking and targeted ad…
With the rapid development of applications in open distributed environments such as eCommerce, privacy of information is becoming a critical issue. Today, many online companies are gathering information and have assembled sophisticated…
With the surge in mobile gaming, accurately predicting user spending on newly downloaded games has become paramount for maximizing revenue. However, the inherently unpredictable nature of user behavior poses significant challenges in this…
The Artificial Intelligence paradigm (hereinafter referred to as "AI") builds on the analysis of data able, among other things, to snap pictures of the individuals' behaviors and preferences. Such data represent the most valuable currency…
Crowdfunding is gradually becoming a modern marketing pattern. By noting that the success of crowdfunding depends on network externalities, our research aims to utilize them to provide an applicable referral mechanism in a…
Auto-bidding systems are widely used in advertising to automatically determine bid values under constraints such as total budget and Return-on-Spend (RoS) targets. Existing works often assume that the value of an ad impression, such as the…