相关论文: An Empirical Study of Mobile Ad Targeting

Mobile advertising is a billion pound industry that is rapidly expanding. The success of an advert is measured based on how users interact with it. In this paper we investigate whether the application of unsupervised learning and…

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 the mobile app ecosystem, developers receive ad revenue by placing ads in their apps and releasing them for free. While there is evidence that users do not like ads, we do not know what are the aspects of ads that users dislike nor if…

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…

On the modern web, trackers and advertisers frequently construct and monetize users' detailed behavioral profiles without consent. Despite various studies on web tracking mechanisms and advertisements, there has been no rigorous study…

With more than four billion usage of cellular phones worldwide, mobile advertising has become an attractive alternative to online advertisements. In this paper, we propose a new targeted advertising policy for Wireless Service Providers…

Online advertising is progressively moving towards a programmatic model in which ads are matched to actual interests of individuals collected as they browse the web. Letting the huge debate around privacy aside, a very important question in…

In a multi-channel marketing world, the purchase decision journey encounters many interactions (e.g., email, mobile notifications, display advertising, social media, and so on). These impressions have direct (main effects), as well as…

With the increase in an average user's dependence on their mobile devices, the reliance on collecting his browsing history from mobile browsers has also increased. This browsing history is highly utilized in the advertising industry for…

Targeted advertising has transformed the marketing landscape for a wide variety of businesses, by creating new opportunities for advertisers to reach prospective customers by delivering personalised ads, using an infrastructure of a number…

Ad targeting is getting more powerful with introduction of new tools, such as Custom Audiences, behavioral targeting, and Audience Insights. Although this is beneficial for businesses as it enables people to receive more relevant…

Online advertising, as the vast market, has gained significant attention in various platforms ranging from search engines, third-party websites, social media, and mobile apps. The prosperity of online campaigns is a challenge in online…

In the cost per click (CPC) pricing model, an advertiser pays an ad network only when a user clicks on an ad; in turn, the ad network gives a share of that revenue to the publisher where the ad was impressed. Still, advertisers may be…

Evaluating the return on ad spend (ROAS), the causal effect of advertising on sales, is critical to advertisers for understanding the performance of their existing marketing strategy as well as how to improve and optimize it. Media Mix…

In online internet advertising, machine learning models are widely used to compute the likelihood of a user engaging with product related advertisements. However, the performance of traditional machine learning models is often impacted due…

Targeted advertising remains an important part of the free web browsing experience, where advertisers' targeting and personalization algorithms together find the most relevant audience for millions of ads every day. However, given the wide…

Online advertisements have become one of today's most widely used tools for enhancing businesses partly because of their compatibility with A/B testing. A/B testing allows sellers to find effective advertisement strategies such as ad…

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…

Modeling tap or click sequences of users on a mobile device can improve our understandings of interaction behavior and offers opportunities for UI optimization by recommending next element the user might want to click on. We analyzed a…

In this paper we present the first population-level, city-scale analysis of application usage on smartphones. Using deep packet inspection at the network operator level, we obtained a geo-tagged dataset with more than 6 million unique…