Display Advertising With Real Time Bidding Rtb And Behavioural Targeting
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Display Advertising With Real Time Bidding Rtb And Behavioural Targeting
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Author : Jordan L. Boyd-Graber
language : en
Publisher:
Release Date : 2017
Display Advertising With Real Time Bidding Rtb And Behavioural Targeting written by Jordan L. Boyd-Graber and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with Data mining categories.
How can a single person understand what's going on in a collection of millions of documents? This is an increasingly common problem: sifting through an organization's e-mails, understanding a decade worth of newspapers, or characterizing a scientific field's research. Topic models are a statistical framework that help users understand large document collections: not just to find individual documents but to understand the general themes present in the collection. This survey describes the recent academic and industrial applications of topic models with the goal of launching a young researcher capable of building their own applications of topic models. In addition to topic models' effective application to traditional problems like information retrieval, visualization, statistical inference, multilingual modeling, and linguistic understanding, this survey also reviews topic models' ability to unlock large text collections for qualitative analysis. We review their successful use by researchers to help understand fiction, non-fiction, scientific publications, and political texts.
Display Advertising With Real Time Bidding Rtb And Behavioural Targeting
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Author : Jun Wang
language : en
Publisher:
Release Date : 2017-07-13
Display Advertising With Real Time Bidding Rtb And Behavioural Targeting written by Jun Wang and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-07-13 with Computers categories.
This monograph offers insightful knowledge of real-world RTB systems, to bridge the gaps between industry and academia, and to provide an overview of the fundamental infrastructure, algorithms, and technical and research challenges of the new frontier of computational advertising.
Real Time Bidding In Online Display Advertising
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Author : Amin Sayedi
language : en
Publisher:
Release Date : 2017
Real Time Bidding In Online Display Advertising written by Amin Sayedi and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with categories.
Display advertising is a major source of revenue for many of the online publishers and content providers. Historically, display advertising impressions have been sold through pre-negotiated contracts, known as reservation contracts, between publishers and advertisers. In recent years, a growing number of impressions are being sold in real-time bidding (RTB), where advertisers bid for impressions in real-time, as consumers visit publishers' websites. RTB allows advertisers to target consumers at an individual level using browser cookie information, and enables them to customize their ads for each individual. The rapid growth of RTB has created new challenges for advertisers and publishers on how much budget and ad inventory to allocate to RTB. In this paper, we use a game theory model with two advertisers and a publisher to study the effects of RTB on advertisers' and publishers' strategies and their profits. We show that symmetric advertisers use asymmetric strategies where one advertiser buys all of his impressions in RTB whereas the other advertiser focuses on reservation contracts. Interestingly, we find that while both advertisers benefit from existence of RTB, the advertiser that focuses on reservation contracts benefits more than the advertiser that focuses on RTB. We show that while RTB lowers the equilibrium price of impressions in reservation contracts, it increases the publisher's total revenue. Despite many analysts' belief that, because of being more efficient, RTB will replace reservation contracts in the future, we show that publishers have to sell a sufficiently large fraction of their impressions in reservation contracts in order to maximize their revenue. We extend our model to consider premium consumers, publisher's uncertainty about the number of future visitors, and effectiveness of ad customization.
Programmatic Advertising
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Author : Oliver Busch
language : en
Publisher: Springer
Release Date : 2015-11-26
Programmatic Advertising written by Oliver Busch and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-11-26 with Business & Economics categories.
This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.
Internet Advertising Methods
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Author : Source Wikipedia
language : en
Publisher: University-Press.Org
Release Date : 2013-09-12
Internet Advertising Methods written by Source Wikipedia and has been published by University-Press.Org this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-12 with categories.
Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. Pages: 22. Chapters: Ad text optimization, Contextual advertising, Cost per action, DeskSite, Display advertising, Editorial Related Advertising, Hover ad, In-text advertising, Interstitial webpage, Keyword advertising, Kontera, Landing page, Negative keyword, Pay for performance advertising, Pay for placement, Pay per click, Pay Per Sale, Personalized retargeting, Pixel advertising, Pop-up ad, Predictive behavioral targeting, Real-time bidding, Search advertising, Search engine optimization copywriting, Semantic advertising, Semantic targeting, Spamvertising, Sponsored post. Excerpt: Online advertising, also known as online advertisement, internet marketing, online marketing or e-marketing, is the marketing and promotion of products or services over the Internet. Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, rich media ads, social network advertising, interstitial ads, online classified advertising, advertising networks, dynamic banner ads, cross-platform ads and e-mail marketing, including e-mail spam. Many of these types of ads are delivered by an ad server. Online advertising began in 1994 when HotWired sold the first banner ads to several advertisers. Revenue in the United States grew to an estimated $7.1 billion in 2001 or about 3.1 percent of overall advertising spending. The dot-com bust destroyed or weakened many of the early online advertising industry players and reduced the demand for online advertising and related services. The industry regained momentum by 2004 as the business model for "Web 2.0" came together. A number of businesses emerged that facilitated the buying and selling of advertising space on web pages. Entities that operated web portals settled on the traditional "free-tv" model: generate traffic by giving away the content and sell that traffic...
Adtech And Real Time Bidding Under European Data Protection Law
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Author : Michael Veale
language : en
Publisher:
Release Date : 2021
Adtech And Real Time Bidding Under European Data Protection Law written by Michael Veale and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021 with categories.
This paper discusses the troubled relationship between contemporary advertising technology (adtech) systems, in particular systems of real-time bidding (RTB, also known as programmatic advertising) underpinning much behavioural targeting on the web and through mobile applications. This paper analyses the extent to which practices of RTB are compatible with the requirements regarding (i) a legal basis for processing, (ii) transparency, and (iii) security in European data protection law.We first introduce the technologies at play through explaining and analysing the systems deployed online today. Following that, we turn to the law. Rather than analyse RTB against every provision of the General Data Protection Regulation (GDPR), we consider RTB in the context of the GDPR's requirement of a legal basis for processing and the GDPR's transparency and security requirements. We show, first, that the GDPR requires prior consent of the internet user for RTB, as other legal bases are not appropriate. Second, we show that it is difficult - and perhaps impossible - for website publishers and RTB companies to meet the GDPR's transparency requirements. Third, RTB incentivises insecure data processing.We conclude that, in concept and in practice, RTB is structurally difficult to reconcile with European data protection law. Therefore, intervention by regulators is necessary.
Measuring Display Advertising Response Using Observational Data
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Author : Paul Hoban
language : en
Publisher:
Release Date : 2018
Measuring Display Advertising Response Using Observational Data written by Paul Hoban and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with categories.
This paper studies the potential to better understand display advertising response using observational data from real-time bidding (RTB) exchanges. While non-random exposure to display ads creates endogeneity concerns, unique aspects of the RTB ecosystem allow for common sources of selection, targeting and browsing intensity, to be directly observed and measured. Including these measures in a standard advertising response model mitigates the associated biases. In a two-month panel detailing interactions between 29 campaigns and nearly one million users, we estimate that display advertising increased conversion probability by 127% and was positive and significant in 90% of campaigns. When selection controls are omitted, advertising response was overstated by more than five-fold. An advantage of the proposed approach is the ability to readily explore factors moderating response, and the paper concludes by examining two such features: conversion event and device type. By recovering accurate response estimates from available data, the approach allows advertisers to continuously monitor and improve display advertising effectiveness. Further, it provides an incentive aligning structure to mitigate pervasive agency problems between advertisers and ad-serving platforms.
Advances In Advertising Research Ix
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Author : Verolien Cauberghe
language : en
Publisher: Springer
Release Date : 2018-07-04
Advances In Advertising Research Ix written by Verolien Cauberghe and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-04 with Business & Economics categories.
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.
Marketing And Smart Technologies
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Author : Álvaro Rocha
language : en
Publisher: Springer Nature
Release Date : 2019-11-28
Marketing And Smart Technologies written by Álvaro Rocha and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-28 with Technology & Engineering categories.
This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2019), held at Maieutica Academic Campus (University Institute of Maia & Polytechnic Institute of Maia) in Maia, Portugal, from 27 to 29 November 2019. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.
Display Advertising
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Author : David Booth
language : en
Publisher: John Wiley & Sons
Release Date : 2012-09-11
Display Advertising written by David Booth and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-09-11 with Computers categories.
A complete guide to developing, implementing, monitoring, and optimizing an online display ad campaign The display business is online advertising's fastest growing field. Google and others are starting to provide easy tools to enable small- and medium-sized businesses to take advantage of this opportunity. This guide provides marketers, consultants, and small-business owners with the knowledge and skills to create and optimize a display advertising campaign. It covers concepts, trends, and best practices, and presents a day-to-day plan for developing, managing, and measuring a successful campaign. Online display advertising is a hot topic, and this hands-on guide helps marketing professionals and small-business owners gain the skills to create and manage their own campaigns Provides an overview of display advertising concepts, including types, formats, and how they're placed on websites Explains how to plan a campaign, including defining goals and planning resources, contextual and placement targeting, and keyword use Covers campaign launch and measurement, ad creation, social media advertising, how to optimize a campaign, and much more Display Advertising: An Hour a Day helps anyone promote a business successfully with effective online display ad campaigns.
