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Media publisher platforms often face an effectiveness-nuisance tradeoff: more annoying ads can be more effective for some advertisers because of their ability to attract attention, but after attracting viewers' attention, their nuisance to…

Ads are an important revenue source for mobile app development, especially for free apps, whose expense can be compensated by ad revenue. The ad benefits also carry with costs. For example, too many ads can interfere the user experience,…

Cost per click is a common metric to judge digital advertising campaign performance. In this paper we discuss an approach that generates a feature targeting recommendation to optimise cost per click. We also discuss a technique to assign…

This paper shows a vulnerability of the pay-per-click accounting of Google Ads and proposes a statistical tradeoff-based approach to manage this vulnerability. The result of this paper is a model to calculate the overhead cost per click…

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…

Display advertising normally charges advertisers for every single ad impression. Specifically, if an ad in a webpage has been loaded in the browser, an ad impression is counted. However, due to the position and size of the ad slot, lots of…

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…

We present the results of a study designed to measure the impact of interruptive advertising on consumers willingness to pay for products bearing the advertiser's brand. Subjects participating in a controlled experiment were exposed to ads…

Context: In-app advertising is the primary source of revenue for many mobile apps. The cost of advertising (ad cost) is non-negligible for app developers to ensure a good user experience and continuous profits. Previous studies mainly focus…

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…

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…

Payments in online ad auctions are typically derived from click-through rates, so that advertisers do not pay for ineffective ads. But advertisers often care about more than just clicks. That is, for example, if they aim to raise brand…

Consumer behavior under social influence is a well-known phenomenon and computer scientists and economists are prevalently trying to analyze the dynamics behind decision making during the consumption process through agent-based modeling…

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…

Many internet ventures rely on advertising for their revenue. However, users feel discontent by the presence of ads on the websites they visit, as the data-size of ads is often comparable to that of the actual content. This has an impact…

Sponsored search becomes an easy platform to match potential consumers' intent with merchants' advertising. Advertisers express their willingness to pay for each keyword in terms of bids to the search engine. When a user's query matches the…

We present a new algorithm for behavioral targeting of banner advertisements. We record different user's actions such as clicks, search queries and page views. We use the collected information on the user to estimate in real time the…

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…

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…

Websites have an inherent interest in steering user navigation in order to, for example, increase sales of specific products or categories, or to guide users towards specific information. In general, website administrators can use the…