Related papers: Advertiser Learning in Direct Advertising Markets
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…
Click-through rate (CTR) prediction is a critical problem in web search, recommendation systems and online advertisement displaying. Learning good feature interactions is essential to reflect user's preferences to items. Many CTR prediction…
In cost-per-click (CPC) or cost-per-impression (CPM) advertising campaigns, advertisers always run the risk of spending the budget without getting enough conversions. Moreover, the bidding on advertising inventory has few connections with…
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…
In this work, we study a scenario where a publisher seeks to maximize its total revenue across two sales channels: guaranteed contracts that promise to deliver a certain number of impressions to the advertisers, and spot demands through an…
Improving the performance of click-through rate (CTR) prediction remains one of the core tasks in online advertising systems. With the rise of deep learning, CTR prediction models with deep networks remarkably enhance model capacities. In…
Online display advertising is growing rapidly in recent years thanks to the automation of the ad buying process. Real-time bidding (RTB) allows the automated trading of ad impressions between advertisers and publishers through real-time…
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 today's world, the presence of online disinformation and propaganda is more widespread than ever. Independent publishers are funded mostly via digital advertising, which is unfortunately also the case for those publishing disinformation…
"Creativity is the heart and soul of advertising services". Effective creatives can create a win-win scenario: advertisers can reach target users and achieve marketing objectives more effectively, users can more quickly find products of…
Modern online advertising systems inevitably rely on personalization methods, such as click-through rate (CTR) prediction. Recent progress in CTR prediction enjoys the rich representation capabilities of deep learning and achieves great…
To increase brand awareness, many advertisers conclude contracts with advertising platforms to purchase traffic and then deliver advertisements to target audiences. In a whole delivery period, advertisers usually desire a certain impression…
A large share of all online display advertisements (ads) are never seen by a human. For instance, an ad could appear below the page fold, where a user never scrolls. Yet, an ad is essentially ineffective if it is not at least somewhat…
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…
Facebook and other advertising platforms exploit users data for marketing purposes by allowing advertisers to select specific users and target them (the practice is being called micro-targeting). However, advertisers such as Cambridge…
E-commerce platforms are rolling out ambitious targeted advertising initiatives that rely on merchants sharing customer data with each other via the platform. Yet current platform designs fail to address participating merchants' concerns…
Acquiring new customers is a vital process for growing businesses. Prospecting is the process of identifying and marketing to potential customers using methods ranging from online digital advertising, linear television, out of home, and…
The purpose of Inventory Pricing is to bid the right prices to online ad opportunities, which is crucial for a Demand-Side Platform (DSP) to win advertising auctions in Real-Time Bidding (RTB). In the planning stage, advertisers need the…
The technological transformation and automation of digital content delivery has revolutionized the media industry. Advertising landscape is gradually shifting its traditional media forms to the emergent of Internet advertising. In this…
Real-time bidding (RTB) based display advertising has become one of the key technological advances in computational advertising. RTB enables advertisers to buy individual ad impressions via an auction in real-time and facilitates the…