Download or read book Viewability Prediction for Display Advertising written by Chong Wang and published by . This book was released on 2017 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt: This research is the first to address this important problem of ad viewability prediction. Inspired by the standard definition of viewability, this study proposes to solve the problem from two angles: 1) scrolling behavior and 2) dwell time. In the first phase, ad viewability is predicted by estimating the probability that a user will scroll to the page depth where an ad is located in a specific page view. Two novel probabilistic latent class models (PLC) are proposed. The first PLC model computes constant use and page memberships offline, while the second PLC model computes dynamic memberships in real-time. In the second phase, ad viewability is predicted by estimating the probability that the page depth will be in-view for certain seconds. Machine learning models based on Factorization Machines (FM) and Recurrent Neural Network (RNN) with Long Short Term Memory (LSTM) are proposed to predict the viewability of any given page depth in a specific page view. The experiments show that the proposed algorithms significantly outperform the comparison systems.

Download or read book How Much Ad Viewability is Enough The Effect of Display Ad Viewability on Advertising Effectiveness written by Christina Uhl and published by . This book was released on 2020 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt: A large share of all online display advertisements (ads) are never seen by a human. For instance, an ad could appear below the page fold, where a user never scrolls. Yet, an ad is essentially ineffective if it is not at least somewhat viewable. Ad viewability - which refers to the pixel percentage-in-view and the exposure duration of an online display ad - has recently garnered great interest among digital advertisers and publishers. However, we know very little about the impact of ad viewability on advertising effectiveness. We work to close this gap by analyzing a large-scale observational data set with more than 350,000 ad impressions similar to the data sets that are typically available to digital advertisers and publishers. This analysis reveals that longer exposure durations (>10 seconds) and 100% visible pixels do not appear to be optimal in generating view-throughs. The highest view-through rates seem to be generated with relatively lower pixel/second-combinations of 50%/1, 50%/5, 75%/1, and 75%/5. However, this analysis does not account for user behavior that may be correlated with or even drive ad viewability and may therefore result in endogeneity issues. Consequently, we manipulated ad viewability in a randomized online experiment for a major European news website, finding the highest ad recognition rates among relatively higher pixel/second-combinations of 75%/10, 100%/5 and 100%/10. Everything below 75% or 5 seconds performs worse. Yet, we find that it may be sufficient to have either a long exposure duration or high pixel percentage-in-view to reach high advertising effectiveness. Our results provide guidance to advertisers enabling them to establish target viewability rates more appropriately and to publishers who wish to differentiate their viewability products.

Download or read book Information Management and Big Data written by Juan Antonio Lossio-Ventura and published by Springer Nature. This book was released on 2021-05-11 with total page 563 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book constitutes the refereed proceedings of the 7th International Conference on Information Management and Big Data, SIMBig 2020, held in Lima, Peru, in October 2020.* The 32 revised full papers and 7 revised short papers presented were carefully reviewed and selected from 122 submissions. The papers address topics such as natural language processing and text mining; machine learning; image processing; social networks; data-driven software engineering; graph mining; and Semantic Web, repositories, and visualization. *The conference was held virtually.

Download or read book Fraud Prevention in Online Digital Advertising written by Xingquan Zhu and published by Springer. This book was released on 2017-06-08 with total page 61 pages. Available in PDF, EPUB and Kindle. Book excerpt: The authors systematically review methods of online digital advertising (ad) fraud and the techniques to prevent and defeat such fraud in this brief. The authors categorize ad fraud into three major categories, including (1) placement fraud, (2) traffic fraud, and (3) action fraud. It summarizes major features of each type of fraud, and also outlines measures and resources to detect each type of fraud. This brief provides a comprehensive guideline to help researchers understand the state-of-the-art in ad fraud detection. It also serves as a technical reference for industry to design new techniques and solutions to win the battle against fraud.

Download or read book Modern Management Based on Big Data IV written by A.J. Tallón-Ballesteros and published by IOS Press. This book was released on 2023-08-23 with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt: The concept of Big Data has become increasingly familiar in recent years, and it is already an indispensible tool in the management of everything from supply chains and transport to health and education. This book presents the proceedings of MMBD 2023, the 4th International Conference on Modern Management based on Big Data, held in Seoul, South Korea, from 1-4 August 2023. The 50 papers included here were selected from total of around 160 submissions after a rigorous review process. Papers delivered at the conference were divided into 3 main categories: Big Data, Modern Management, and a special session devoted to Big Data-driven manufacturing and service-industry supply-chain (SC) management, but in addition to these general topics, there were also a number of papers related to lifelong education. Topics covered in the book include innovation in online education management with big data; digital transformation in lifelong education; big data analysis in lifelong education management; green supply chain management; big data analytics in supply chains; policy and strategy for new energy and the environment; smart grid load and energy management; decision-making on sustainable transport policies; modern healthcare management; and social strategy to manage human relationships. Of particular interest are papers concerning big-data analysis and emerging applications. Presenting innovative original ideas and methods, together with significant results, and supported by clear and rigorous reasoning and compelling new evidence, the book will be of interest to all those who use Big Data to support their management strategies.

Download or read book Display Advertising with Real time Bidding RTB and Behavioural Targeting written by Jordan L. Boyd-Graber and published by . This book was released on 2017 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Intelligent Systems Modeling and Simulation II written by Samsul Ariffin Abdul Karim and published by Springer Nature. This book was released on 2022-10-12 with total page 688 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book develops a new system of modeling and simulations based on intelligence system. As we are directly moving from Third Industrial Revolution (IR3.0) to Fourth Industrial Revolution (IR4.0), there are many emergence techniques and algorithm that appear in many sciences and engineering branches. Nowadays, most industries are using IR4.0 in their product development as well as to refine their products. These include simulation on oil rig drilling, big data analytics on consumer analytics, fastest algorithm for large-scale numerical simulations and many more. These will save millions of dollar in the operating costs. Without any doubt, mathematics, statistics and computing are well blended to form an intelligent system for simulation and modeling. Motivated by this rapid development, in this book, a total of 41 chapters are contributed by the respective experts. The main scope of the book is to develop a new system of modeling and simulations based on machine learning, neural networks, efficient numerical algorithm and statistical methods. This book is highly suitable for postgraduate students, researchers as well as scientists that have interest in intelligent numerical modeling and simulations.

Download or read book Display Advertising with Real Time Bidding RTB and Behavioural Targeting written by Jun Wang and published by . This book was released on 2017-07-13 with total page 158 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Programmatic Advertising written by Oliver Busch and published by Springer. This book was released on 2015-11-26 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Proceedings of the 19th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining written by Inderjit S. Dhillon and published by . This book was released on 2013 with total page 1534 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Online Advertising Playbook written by Joe Plummer and published by John Wiley & Sons. This book was released on 2007-07-20 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise for The Online Advertising Playbook "Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing." —Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks "The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty." —Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company "To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change." —Ted McConnell, Interactive Innovation Director, Procter & Gamble "The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets." —Van Riley, Vice President of Research, AOL "The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning." —Rod DeVar, Manager, Advertising and Promotion, United States Postal Service "Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results." —Chris Theodoros, Director of Industry Relations, Google "A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati." —Mike Donahue, Executive Vice President, American Association of Advertising Agencies "This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course." —Henry Assael, Professor of Marketing, Stern School of Business, New York University

Download or read book Python Data Science Handbook written by Jake VanderPlas and published by "O'Reilly Media, Inc.". This book was released on 2016-11-21 with total page 743 pages. Available in PDF, EPUB and Kindle. Book excerpt: For many researchers, Python is a first-class tool mainly because of its libraries for storing, manipulating, and gaining insight from data. Several resources exist for individual pieces of this data science stack, but only with the Python Data Science Handbook do you get them all—IPython, NumPy, Pandas, Matplotlib, Scikit-Learn, and other related tools. Working scientists and data crunchers familiar with reading and writing Python code will find this comprehensive desk reference ideal for tackling day-to-day issues: manipulating, transforming, and cleaning data; visualizing different types of data; and using data to build statistical or machine learning models. Quite simply, this is the must-have reference for scientific computing in Python. With this handbook, you’ll learn how to use: IPython and Jupyter: provide computational environments for data scientists using Python NumPy: includes the ndarray for efficient storage and manipulation of dense data arrays in Python Pandas: features the DataFrame for efficient storage and manipulation of labeled/columnar data in Python Matplotlib: includes capabilities for a flexible range of data visualizations in Python Scikit-Learn: for efficient and clean Python implementations of the most important and established machine learning algorithms

Download or read book Understanding Digital Marketing written by Damian Ryan and published by Kogan Page Publishers. This book was released on 2012-03-03 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital marketing now represents 25% of the marketing spend in the UK and this is predicted to move to 50% or higher within the next three years. Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future. This authoritative title demonstrates how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future.Understanding Digital Marketing deals with every key topic in detail, including:search marketing,social media, Google, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. Essential reading for both practitioners and students alike, and including real-world examples of digital marketing successes and expert opinions, Understanding Digital Marketing provides you with tools to utilize the power of the internet to take your company wherever you want it to go.

Download or read book Click Models for Web Search written by Aleksandr Chuklin and published by Morgan & Claypool Publishers. This book was released on 2015-07-01 with total page 117 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the rapid growth of web search in recent years the problem of modeling its users has started to attract more and more attention of the information retrieval community. This has several motivations. By building a model of user behavior we are essentially developing a better understanding of a user, which ultimately helps us to deliver a better search experience. A model of user behavior can also be used as a predictive device for non-observed items such as document relevance, which makes it useful for improving search result ranking. Finally, in many situations experimenting with real users is just infeasible and hence user simulations based on accurate models play an essential role in understanding the implications of algorithmic changes to search engine results or presentation changes to the search engine result page. In this survey we summarize advances in modeling user click behavior on a web search engine result page. We present simple click models as well as more complex models aimed at capturing non-trivial user behavior patterns on modern search engine result pages. We discuss how these models compare to each other, what challenges they have, and what ways there are to address these challenges. We also study the problem of evaluating click models and discuss the main applications of click models.

Download or read book Group Recommender Systems written by Alexander Felfernig and published by Springer Nature. This book was released on 2023-11-27 with total page 180 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book discusses different aspects of group recommender systems, which are systems that help to identify recommendations for groups instead of single users. In this context, the authors present different related techniques and applications. The book includes in-depth summaries of group recommendation algorithms, related industrial applications, different aspects of preference construction and explanations, user interface aspects of group recommender systems, and related psychological aspects that play a crucial role in group decision scenarios.

Download or read book Information Theory Inference and Learning Algorithms written by David J. C. MacKay and published by Cambridge University Press. This book was released on 2003-09-25 with total page 694 pages. Available in PDF, EPUB and Kindle. Book excerpt: Information theory and inference, taught together in this exciting textbook, lie at the heart of many important areas of modern technology - communication, signal processing, data mining, machine learning, pattern recognition, computational neuroscience, bioinformatics and cryptography. The book introduces theory in tandem with applications. Information theory is taught alongside practical communication systems such as arithmetic coding for data compression and sparse-graph codes for error-correction. Inference techniques, including message-passing algorithms, Monte Carlo methods and variational approximations, are developed alongside applications to clustering, convolutional codes, independent component analysis, and neural networks. Uniquely, the book covers state-of-the-art error-correcting codes, including low-density-parity-check codes, turbo codes, and digital fountain codes - the twenty-first-century standards for satellite communications, disk drives, and data broadcast. Richly illustrated, filled with worked examples and over 400 exercises, some with detailed solutions, the book is ideal for self-learning, and for undergraduate or graduate courses. It also provides an unparalleled entry point for professionals in areas as diverse as computational biology, financial engineering and machine learning.

Download or read book Handbook of Marketing Decision Models written by Berend Wierenga and published by Springer Science & Business Media. This book was released on 2008-09-05 with total page 621 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.