相关论文: Measuring Effectiveness of Video Advertisements

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…

TikTok currently is the fastest growing social media platform with over 1 billion active monthly users of which the majority is from generation Z. Arguably, its most important success driver is its recommendation system. Despite the…

YouTube is among the most widely-used platforms worldwide, and has seen a lot of recent academic attention. Despite its popularity and the number of studies conducted on it, much less is understood about the way in which YouTube's Data API,…

In order to resonate with the viewers, many video advertisements explore creative narrative techniques such as "Freytag's pyramid" where a story begins with exposition, followed by rising action, then climax, concluding with denouement. In…

In digital online advertising, advertisers procure ad impressions simultaneously on multiple platforms, or so-called channels, such as Google Ads, Meta Ads Manager, etc., each of which consists of numerous ad auctions. We study how an…

Social advertising uses information about consumers' peers, including peer affiliations with a brand, product, organization, etc., to target ads and contextualize their display. This approach can increase ad efficacy for two main reasons:…

Social advertising (or social promotion) is an effective approach that produces a significant cascade of adoption through influence in the online social networks. The goal of this work is to optimize the ad allocation from the platform's…

Social media has transformed the advertising landscape, becoming an essential tool for reaching and connecting with consumers. Its sharing and engagement features amplify brand exposure, while its cost-effective options provide businesses…

Large language models (LLMs) have taken a great step towards AGI. Meanwhile, an increasing number of domain-specific problems such as math and programming boost these general-purpose models to continuously evolve via learning deeper…

Digital advertising markets are growing and attracting increased scrutiny. This paper explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad…

The quality of user experience online is affected by the relevance and placement of advertisements. We propose a new system for selecting and displaying visual advertisements in image search result sets. Our method compares the visual…

A reader browsing through an online article is highly likely to encounter an advertorial, often without realizing it. Advertorials represent a relatively new marketing strategy where advertisements are deliberately designed to resemble the…

This thesis can be categorized under the Influencer Marketing industry with respect to social media initiatives. Influencer marketing is a modern tactic used by brands to enhance their visibility to their target audience by using the…

With YouTube's growing importance as a news platform, its recommendation system came under increased scrutiny. Recognizing YouTube's recommendation system as a broadcaster of media, we explore the applicability of laws that require…

YouTube, with millions of content creators, has become the preferred destination for watching videos online. Through the Partner program, YouTube allows content creators to monetize their popular videos. Of significant importance for…

In the attention economy, video apps employ design mechanisms like autoplay that exploit psychological vulnerabilities to maximize watch time. Consequently, many people feel a lack of agency over their app use, which is linked to negative…

Dividing ads ranking system into retrieval, early, and final stages is a common practice in large scale ads recommendation to balance the efficiency and accuracy. The early stage ranking often uses efficient models to generate candidates…

Understanding multimodal video ads is crucial for improving query-ad matching and relevance ranking on short video platforms, enhancing advertising effectiveness and user experience. However, the effective utilization of multimodal…

Now-a-days internet has become a vast source of entertainment & new services are available in quick succession which provides entertainment to the users. One of this service i.e. Video-on-Demand is most hyped service in this context.…

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…