相关论文: An Empirical Study on Display Ad Impression Viewab…

Online advertising is a huge, rapidly growing advertising market in today's world. One common form of online advertising is using image ads. A decision is made (often in real time) every time a user sees an ad, and the advertiser is eager…

Little is known about how different types of advertising affect brand attitudes. We investigate the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of…

Emotion evoked by an advertisement plays a key role in influencing brand recall and eventual consumer choices. Automatic ad affect recognition has several useful applications. However, the use of content-based feature representations does…

The problem of measuring the true incremental effectiveness of a digital advertising campaign is of increasing importance to marketers. With a large and increasing percentage of digital advertising delivered via Demand-Side-Platforms (DSPs)…

Monetizing websites and web apps through online advertising is widespread in the web ecosystem. The online advertising ecosystem nowadays forces publishers to integrate ads from these third-party domains. On the one hand, this raises…

The aim of this paper is to examine how consumer perceptions of social media advertisements affect advertising value and brand awareness. With a rapid increase in the number of social media users over the last ten years, a new advertising…

A randomized experiment with almost 35 million Pandora listeners enables us to measure the sensitivity of consumers to advertising, an important topic of study in the era of ad-supported digital content provision. The experiment randomized…

Optimizing the timing and frequency of ads is a central problem in digital advertising, with significant economic consequences. Existing scheduling policies rely on simple heuristics, such as uniform spacing and frequency caps, that…

Click models are an important tool for leveraging user feedback, and are used by commercial search engines for surfacing relevant search results. However, existing click models are lacking in two aspects. First, they do not share…

There is more to images than their objective physical content: for example, advertisements are created to persuade a viewer to take a certain action. We propose the novel problem of automatic advertisement understanding. To enable research…

Advertisements (ads) often contain strong affective content to capture viewer attention and convey an effective message to the audience. However, most computational affect recognition (AR) approaches examine ads via the text modality, and…

Online political advertising is a central aspect of modern election campaigning for influencing public opinion. Computational analysis of political ads is of utmost importance in political science to understand the characteristics of…

Randomized controlled trials (RCTs) provide the most credible estimates of advertising incrementality but are difficult to scale. We propose Predicted Incrementality by Experimentation (PIE), which reframes ad measurement as a…

Advertising, long the financial mainstay of the web ecosystem, has become nearly ubiquitous in the world of mobile apps. While ad targeting on the web is fairly well understood, mobile ad targeting is much less studied. In this paper, we…

Online advertising has become a key source of revenue for both web search engines and online publishers. For them, the ability of allocating right ads to right webpages is critical because any mismatched ads would not only harm web users'…

This paper introduces adF, a novel system for analyzing the vulnerability of different devices, Operating Systems (OSes), and browsers to web fingerprinting. adF performs its measurements from code inserted in ads. We have used our system…

Today, billions of display ad impressions are purchased on a daily basis through a public auction hosted by real time bidding (RTB) exchanges. A decision has to be made for advertisers to submit a bid for each selected RTB ad request in…

Real-Time Bidding (RTB) is revolutionising display advertising by facilitating per-impression auctions to buy ad impressions as they are being generated. Being able to use impression-level data, such as user cookies, encourages user…

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…

We study the performance of a proportional weights algorithm for online capacitated bipartite matching modeling the delivery of impression ads. The algorithm uses predictions on the advertiser nodes to match arriving impression nodes…