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The rise of ad-blockers is viewed as an economic threat by online publishers, especially those who primarily rely on ad- vertising to support their services. To address this threat, publishers have started retaliating by employing ad-block…
Click through rate (CTR) prediction of image ads is the core task of online display advertising systems, and logistic regression (LR) has been frequently applied as the prediction model. However, LR model lacks the ability of extracting…
Today's online advertisers procure digital ad impressions through interacting with autobidding platforms: advertisers convey high level procurement goals via setting levers such as budget, target return-on-investment, max cost per click,…
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…
Since most countries are coming up with online privacy regulations, such as GDPR in the EU, online publishers need to find a balance between revenue from targeted advertisement and user privacy. One way to be able to still show targeted…
Sponsored search is an indispensable business model and a major revenue contributor of almost all the search engines. From the advertisers' side, participating in ranking the search results by paying for the sponsored search advertisement…
The task of predicting conversion rates (CVR) lies at the heart of online advertising systems aiming to optimize bids to meet advertiser performance requirements. Even with the recent rise of deep neural networks, these predictions are…
For industrial-scale advertising systems, prediction of ad click-through rate (CTR) is a central problem. Ad clicks constitute a significant class of user engagements and are often used as the primary signal for the usefulness of ads to…
We study the design of loss functions for click-through rates (CTR) to optimize (social) welfare in advertising auctions. Existing works either only focus on CTR predictions without consideration of business objectives (e.g., welfare) in…
Ad-tech enables publishers to programmatically sell their ad inventory to millions of demand partners through a complex supply chain. Bogus or low quality publishers can exploit the opaque nature of the ad-tech to deceptively monetize their…
Inspired by real-time ad exchanges for online display advertising, we consider the problem of inferring a buyer's value distribution for a good when the buyer is repeatedly interacting with a seller through a posted-price mechanism. We…
In an effort to combat ad annoyance in mobile apps, publishers have introduced a new ad format called "Incentivized Advertising" or "Rewarded Advertising", whereby users receive rewards in exchange for watching ads. There is much debate in…
One of the challenges in display advertising is that the distribution of features and click through rate (CTR) can exhibit large shifts over time due to seasonality, changes to ad campaigns and other factors. The predominant strategy to…
Display advertising has been a significant source of revenue for publishers and ad networks in online advertising ecosystem. One of the main goals in display advertising is to maximize user response rate for advertising campaigns, such as…
In this paper, we consider the problem of optimizing the revenue a web publisher gets through real-time bidding (i.e. from ads sold in real-time auctions) and direct (i.e. from ads sold through contracts agreed in advance). We consider a…
Ad blockers allow users to browse websites without viewing ads. Online news providers that rely on advertising revenue tend to perceive users adoption of ad blockers purely as a threat to revenue. Yet, this perception ignores the…
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…
Network-based marketing refers to a collection of marketing techniques that take advantage of links between consumers to increase sales. We concentrate on the consumer networks formed using direct interactions (e.g., communications) between…
The real-time bidding (RTB), aka programmatic buying, has recently become the fastest growing area in online advertising. Instead of bulking buying and inventory-centric buying, RTB mimics stock exchanges and utilises computer algorithms to…
Digital advertising platforms and publishers sell ad inventory that conveys targeting information, such as demographic, contextual, or behavioral audience segments, to advertisers. While revealing this information improves ad relevance, it…