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Problem definition: Most of the display advertising inventory is sold through real-time auctions. The participants of these auctions are typically bidders (Google, Criteo, RTB House, Trade Desk for instance) who participate on behalf of…
The Android market is a place where developers offer paid and-or free apps to users. Free apps are interesting to users because they can try them immediately without incurring a monetary cost. However, free apps often have limited features…
Amazon's new Multi-Touch Attribution (MTA) solution allows advertisers to measure how each touchpoint across the marketing funnel contributes to a conversion. This gives advertisers a more comprehensive view of their Amazon Ads performance…
Mobile-phone advertising enables marketers to reach customers at a personal level and it enables the measure of costumers reaction by novel approaches, in real time, and at scale. By keeping a device anonymous, we can deliver custom adverts…
Predicting click and conversion probabilities when bidding on ad exchanges is at the core of the programmatic advertising industry. Two separated lines of previous works respectively address i) the prediction of user conversion probability…
Crowd sensing is a new paradigm which leverages the pervasive smartphones to efficiently collect sensing data, enabling numerous novel applications. To achieve good service quality for a crowd sensing application, incentive mechanisms are…
Recent years have seen a new form of advertisement campaigns emerge: those involving so-called social media influencers. These influencers accept money in return for promoting products via their social media feeds. Although this constitutes…
The goal of online display advertising is to entice users to "convert" (i.e., take a pre-defined action such as making a purchase) after clicking on the ad. An important measure of the value of an ad is the probability of conversion. The…
Over the past decade, advertising has emerged as the primary source of revenue for many web sites and apps. In this paper we report a first-of-its-kind study that seeks to broadly understand the features, mechanisms and dynamics of display…
Incrementality, which is used to measure the causal effect of showing an ad to a potential customer (e.g. a user in an internet platform) versus not, is a central object for advertisers in online advertising platforms. This paper…
Most recommendation engines today are based on predicting user engagement, e.g. predicting whether a user will click on an item or not. However, there is potentially a large gap between engagement signals and a desired notion of "value"…
Regulators and browsers increasingly restrict user tracking to protect users' privacy online. In two large-scale empirical studies, we study the economic implications for publishers relying on selling advertising space to finance their…
In this paper, we study a class of revenue management problems where the decision maker aims to maximize the total revenue subject to budget constraints on multiple type of resources over a finite horizon. At each time, a new…
Many users make quick decisions that affect their data privacy without due consideration of their values. One such decision is whether to download a smartphone app to their device. Previous work has suggested a relationship between values,…
App stores include an increasing amount of user feedback in form of app ratings and reviews. Research and recently also tool vendors have proposed analytics and data mining solutions to leverage this feedback to developers and analysts,…
With the requirements and emphases on privacy transparency placed by regulations such as GDPR and CCPA, the Google Play Store requires Android developers to more responsibly communicate their apps' privacy practices to potential users by…
Privacy-enhancing technologies (PETs) represent a critical operational challenge for the online advertising industry, requiring substantial infrastructure investment while promising improved consumer privacy protection. Even when PETs may…
Return on Investment (ROI) is one of the most popular performance measurement and evaluation metrics. ROI analysis (when applied correctly) is a powerful tool in comparing solutions and making informed decisions on the acquisitions of…
In online advertising, users may be exposed to a range of different advertising campaigns, such as natural search or referral or organic search, before leading to a final transaction. Estimating the contribution of advertising campaigns on…
Prior spending shutoff experiments in search advertising have found that paid ads cannibalize organic traffic. But it is unclear whether the same is true for other high volume advertising channels like mobile display advertising. We…