Relevant bibliographies by topics / Online advertising

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Online advertising'

Author: Grafiati
Published: 4 June 2021
Last updated: 22 February 2025

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Journal articles on the topic "Online advertising"

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Behboudi, Mehdi, and Hamideh Mokhtari. "Online Advertising." International Journal of Innovation in the Digital Economy 8, no. 3 (July 2017): 49–64. http://dx.doi.org/10.4018/ijide.2017070104.

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The purpose of this chapter is to provide some insights into advertisements on the Iranian websites. Firstly, in publisher side, is the ethic a matter of fact in accepting Internet advertisements to publish? Second, to provide a preliminary insight into the advertising of pleasant and objectionable products, which one is more? Third, what kind of the involvement (rational or emotional) used more to publish Internet advertisements? In pursuing these goals, the content of 649 ads through 205 websites and 751 ads through 138 weblogs was analyzed. Content analysis was used to verify the data. In order to avoid the miscoding of contents, two researchers conducted the analysis and Intercoder reliability used to this goal. The authors found that (1) all 649 analyzed ads in Iranian websites are belonged to ethical ads and no unethical advertisement found at websites, (2) the majority of published advertisements are belonged to “high involvement product with rational appeal”, (3) the “objectionable product ads” at Iranian weblogs (%68) was more “pleasant product ads” (%32). This study by analyzing 1400 advertisements gives managers some insights and solutions regarding to advertising on the Iranian Internet domains. These experimental evidences regarding to ethics, pleasant and objectionable products and the type of involvement in Internet advertising in Iran have attracted little research attention.
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Behboudi, Mehdi, and Amir Abedini Koshksaray. "Online Advertising." International Journal of Innovation in the Digital Economy 8, no. 4 (October 2017): 1–17. http://dx.doi.org/10.4018/ijide.2017100101.

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This study expands previous models of avoidance on online advertising, in particular, Cho and Cheon (2004)'s model, and examines two new dimensions on why people avoid advertising on the Internet. The study presents a comprehensive theoretical model and examines seven exogenous latent variables based on structural equation modeling, SEM. By using SEM the authors found that seven latent variables including user-perceived ad quality, internet life style, primary motives, gender differences (initial ad avoidance), perceived ad clutter, prior negative experience, and perceived goal impediment (further ad avoidance) collectively explain why people avoid advertising on the Internet. The authors found that avoidance has two key dimensions «initial ad avoidance» and «further ad avoidance.”
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BARBU, Cristina Mihaela, Ștefan PONEA, and Cristiana Luminiţa BOGDĂNOIU. "OFFLINE ADVERTISING VERSUS ONLINE ADVERTISING." Theoretical and Practical Research in the Economic Fields 10, no. 2 (December 31, 2019): 118. http://dx.doi.org/10.14505/tpref.v10.2(20).05.

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The starting point of the article is the following: is the online environment appropriate to the requirements and needs for affirmation and efficiency of advertising considered a concern by itself? How effective is this advertising model? How can we demonstrate the effectiveness of online advertising? What new does this "new media" bring? The present paper aims to define online advertising in the light of the environment in which it is developed but also of the promotion tools and to present the stages of designing an advertising campaign conducted exclusively in the online environment.
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Hanafizadeh, Payam, Mehdi Behboudi, and Hamideh Mokhtari Hasanabad. "Online Advertising Intermediary." International Journal of Online Marketing 4, no. 1 (January 2014): 29–38. http://dx.doi.org/10.4018/ijom.2014010103.

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Applying bleeding edge courses of action in advertising is always a case on the table of decision makers. In online case, lack of a practice to place right advertisement in a right time for the right user has been counted as biggest challenage. On the other hand, “ad clutter”, the key criticism on online advertising; is about to put online advertisement's benefits away and annoying users more than before. Accordingly, this article aims at scrutinizing this critical problem by incorporating one of the next generation technologies, Lead Generation. This study introduces an e-business framework in advertisement intermediating in the form of a framework so that lets advertisers advertise in customized way. In this approach, the authors focused on displaying a personalized ad for each user by which marketers could redirect their visiting prospects into becoming their own consumers. At the end, the managerial implications are reported.
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Kshetri, Nir, and Jeffrey Voas. "Online Advertising Fraud." Computer 52, no. 1 (January 2019): 58–61. http://dx.doi.org/10.1109/mc.2018.2887322.

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Lobschat, Lara, Ernst C. Osinga, and Werner J. Reinartz. "What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements." Journal of Marketing Research 54, no. 6 (December 2017): 901–13. http://dx.doi.org/10.1509/jmr.14.0625.

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Many firms are allocating increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers’ online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who have not visited the focal firm's website in the previous four weeks (nonrecent online consumers). For these consumers, banner and TV advertisements indirectly increase offline sales through website visits. For consumers who have visited the firm's website in the previous four weeks (recent online consumers), the authors find evidence for a cross-campaign, brand-building effect of banner advertising, and TV ads also directly affect offline purchases. Overall, the findings indicate that for firms that predominantly (or even exclusively) sell offline, banner advertising is most suitable to generate awareness for a firm's new products among nonrecent online consumers, and to build their brand(s) among recent online consumers.
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Kim, Jung Seek. "National Culture and Advertising Sensitivity to Business Cycles: A Reexamination." Journal of International Marketing 28, no. 4 (May 21, 2020): 41–57. http://dx.doi.org/10.1177/1069031x20923310.

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The author reexamines the cyclical sensitivity of national advertising expenditure with a longitudinal data set of 59 countries over 35 years. In contrast to prior studies, the author examines the effects of the entire set of Hofstede culture dimensions to study cross-country variation in the advertising sensitivity and investigates how the emergence and growth of online advertising has transformed the cyclical sensitivity of advertising spending. National culture substantially affects advertising’s cyclical sensitivity, but in different ways than hypothesized previously. Consistent with the literature, advertising sensitivity is lower in long-term-oriented and high-uncertainty-avoidant countries and is unrelated to individualism. However, power distance is unassociated with cyclical sensitivity, and masculinity and indulgence—the two dimensions ignored in previous research—reduce cyclical sensitivity. Moreover, there is evidence that culture operates differently for the cyclical sensitivity of online advertising. Advertising expenditure is cyclically much more sensitive than documented previously and has grown more so over time since the advent of online advertising. This study provides initial evidence that online spending is more elastic than traditional advertising and that traditional spending has become more procyclical. The author advances timely and refined empirical generalizations on the cyclical sensitivity of advertising expenditure.
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Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research -GRANTHAALAYAH 4, no. 3SE (March 31, 2016): 14–21. http://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772.

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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of on line advertising and usefulness and the reasons for using online advertisement. For this the study takes percentage and Lickert’s scaling techniques.
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Sridhar, Shrihari, and Srinivasaraghavan Sriram. "Is online newspaper advertising cannibalizing print advertising?" Quantitative Marketing and Economics 13, no. 4 (October 5, 2015): 283–318. http://dx.doi.org/10.1007/s11129-015-9160-3.

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Alfina, Alfina Damayani, and Asep Hermawan. "ANTESEDEN DARI CLICK INTENTION DALAM ONLINE BEHAVIORAL ADVERTISING DI E-COMMERCE." Jurnal Ekonomi Trisakti 3, no. 2 (September 4, 2023): 3091–102. http://dx.doi.org/10.25105/jet.v3i2.17997.

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Tujuan penelitian ini untuk mengetahui pengaruh Online Behavioral Advertising Relevance, Online Behavioral Advertising credibility, Online Behavioral Advertising Perceived Usefulness, Online Behavioral Advertising Acceptance, Online Behavioral Advertising Avoidance, dan Click Intention di E- commerce. Data dikumpulkan melalui penyebaran kuesiner kepada 260 responden. Uji Instrumen data menggunakan validitas dan reliabilitas. Uji hipotesis menggunakan (SEM). Hasil penelitian menunjukan bahwa terdapat pengaruh positif Online Behavioral Advertising Relevance terhadap Online Behavioral Advertising Acceptance, terdapat pengaruh positif Online Behavioral Advertising Credibility terhadap Online Behavioral Advertising Acceptance, terdapat pengaruh positif Online Behavioral Advertising Perceived Usefulness terhadap Online Behavioral Advertising Acceptance, terdapat pengaruh negatif Online Behavioral Advertising Avoidance terhadap Click Intention dan terdapat pengaruh positif Online Behavioral Advertising Acceptance terhadap Click Intention.
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Dissertations / Theses on the topic "Online advertising"

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Pettersson, Jimmie. "Contextual Advertising Online." Thesis, Linköping University, Department of Computer and Information Science, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-15878.

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The internet advertising market is growing much faster than any other advertising vertical. The technology for serving advertising online goes more and more towards automated processes that analyze the page content and the user’s preferences and then matches the ads with these parameters.

The task at hand was to research and find methods that could be suitable for matching web documents to ads automatically, build a prototype system, make an evaluation and suggest areas for further development. The goals of the system was high throughput, accurate ad matching and fast response times. A requirement on the system was that human input could only be done when adding ads into the system for the system to be scalable.

The prototype system is based on the vector space model and a td-idf weighting scheme. The cosines coefficient was used in the system to quantify the similarity between a web document and an ad.

A technique called stemming was also implemented in the system together with a clustering solution that aided the ad matching in cases where few matches could be done on the keywords attached to the ads. The system was built with a threaded structure to improve throughput and scalability.

The tests results show that you accurately can match ads to a website’s content using the vector space model and the cosines-coefficient. The tests also show that the stemming has a positive effect on the ad matching accuracy.

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Liu, Handan, and Jin Ma. "Advertising management influence effctiveness of online advertising : A study of white-collar workers in online advertising context." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4868.

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Online advertising which is a new form of communication provides interactivity between advertisers and consumers.

This dissertation is focusing on how advertising management influence the effectiveness of online advertising.The theoretical framework of this study mainly contains the advertising management and effectiveness of effects model.These two models are combined together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings. The quatitative research strategy is appliedd in this dissertation. Based on the questionnaies of white-collar workers, the empirical data was collected.

The conclusion which can be drawn from this study is that there is clear evidence that good management will improve cognitive,affective and conative degree of consumer behavior.

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Estrada, Jiménez José Antonio. "Privacy in online advertising platforms." Doctoral thesis, Universitat Politècnica de Catalunya, 2020. http://hdl.handle.net/10803/669772.

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Online advertising is consistently considered as the pillar of the "free• content on the Web since it is commonly the funding source of websites. Furthermore, the option of delivering personalizad ads has tumed advertising into a really valuable service for users, who receive ads tailored to their interests. Given its success in getting paying customers, online advertising is fueling a billionaire business. The current advertising model builds upon an intricate infrastructure whose main aim is to deliver personalized ads. For this purpose, a wealth of user data is collected, aggregated, processed and traded at an unprecedented rate. However, the intrusiveness and ubiquity of these practices prorrpt serious privacy concems. In view of the inherent corrplexity behind the operation of ad platforms, privacy risks in the online advertising ecosystem could be studied from multiple perspectives. Naturally, most of the efforts unveiling these privacy issues concentrate on a specific entity, technology, behavior or context. However, such a segmented approach rright underestimate the benefits of a wider vision of a systerric problem. A lot of privacy protection echanisms have been proposed from the industry and acaderria. The most popular ones resort to radical strategies that hinder the ad distribution process, thus seriously affecting the online advertising ecosystem. Others involve significantly changing the ecosystem, which unfortunately may not be suitable in these times. Consequently, to encourage the adoption of privacy protection in this context, it is fundamental to pose mechanisms that aim at balancing the trade-off between user privacy and the web business model. First, this thesis deals with the need to have a wide perspective of the privacy risks for users within the online advertising ecosystem and the protection approaches available. We survey the online advertising infrastructure and its supporting technologies, and present a thorough overview of the undertying privacy risks and the solutions that may rritigate them. Through a systematic effort, we analyze the threats and potential privacy attackers in this scenario of online advertising.Then, we conduct a corrprehensive survey of the most relevant privacy mechanisms, and classify and con-pare them on the basis of their privacy guarantees and irrpact on the Web. Subsequently, we study the privacy risks derived from real-time bidding, a key enabling technology of modem online advertising. We experimentally explore the potential abuse of the process of user data sharing, necessary to support the auction-based system in online advertising. Accordingly, we propase a system to regula te the distribution of u ser tracking data to potentially interested entities, depending on their previous behavior.This consists in reducing the nurnber of advertising agencies receiving user data. Doing so may affect the ad platform's revenue, thus the proposed system is designed to maxirrize the revenue while the abuse by advertising agencies is prevented to a large degree. Experimentally, the results of evaluation suggest that this system is able to correct rrisbehaving entities, consequently enhancing user privacy. Finally, we analyze the irrpact of online advertising and tracking from the particular perspective of lberoamerica.We study the third-party and ad tracking triggered within local websites in this heterogeneous region not previously studied. We found out that user location in this context would affect privacy since the intensity of third-party traffic, including advertising related flows of information, varies from country to country when local web traffic is simulated, although the total nurnber of entities behind this traffic seems stable. The type of content served by websites is also a parameter affecting the leve! of third-party tracking:publishers assiciated with news shopping categories generate more third-party traffic and such intensity is exarbated for top-world sites
La publicitat en línia té un paper important a Internet que permet finançar habitualment l'operació de llocs web que ofereixen contingut lliure als usuaris. A més, la personalització dels anuncis ha tornat la publicitat en línia un servei valuós per als usuaris. Si aconseguirem que hi hagi molts compradors siguin més que possibles, es promourà un negoci milionari. El model d'anuncis vigents es basa en una infraestructura completa que lliura els anuncis personalitzats. Pera això, es pot recopilar una gran quantitat de dades d'ús, agregar, processar i vendre molt ràpidament. Malauradament, aquestes pràctiques generen riscos de privadesa. Donada la complexitat de l'operació de les plataformes d'anuncis, els riscos de privacitat es poden estudiar des de diverses perspectives. Naturalment, els esforços per desenvolupar aquests problemes de privacitat es concentren en una entitat, tecnologia, comportament o context específic. Però aquest enfocament subestima els beneficis d'una perspectiva més àmplia d'un problema integral. Molts mecanismes de protecció han estat proposats des de la indústria i l’àmbit acadèmic. Els més populars apliquen estratègies radicals que obstrueixen la distribució d'anuncis, afectant seriosament l’ecosistema d'anuncis. També es pot modificar significativament l’ecosistema, el que no és factible per la seva conflictivitat. Així, amb la finalitat de fomentar l'adopció de protecció de privacitat, és fonamental plantejar solucions orientades a equilibrar les necessitats de privacitat amb el model de negocis de la web. Inicialment, la tesi ofereix una visió amplia dels riscos de privacitat i els mecanismes de protecció a ecosistema d'anuncis en línia. Això es pot aconseguir basant-se en una revisió de la infraestructura i tecnologies subjacents en aquest context. Analitza sistemàticament les amenaces i potencies atacants. A continuació es revisa exhaustivament els mecanismes de privacitat més rellevants, i es classifica i es compara segons les garanties de privacitat que s'ofereixen i el seu possible impacte a la web. Seguidament, s'estudia els riscos de privadesa derivats de les ofertes en temps real, una tecnologia clau del sistema d'anuncis en línia modern. Experimentalment, s'inverteixen els riscos del procés de distribució de dades d'ús, part del sistema basat en licitacions de la publicitat en línia. Es proposa un sistema que regula la distribució de dades d'ús a tercers, depenent del seu comportament previ. Això consisteix en reduir el nombre d’agències anunciants que rebin dades d'ús. Per mitigar l’impacte sobre els ingressos del sistema d'anuncis, aquesta reducció és malaltia i l'objectiu de maximitzar els declaracions ingressades. Experimentalment, es troba que el sistema proposat corregir els comportaments maliciosos, millorant la privacitat dels usuaris. Finalment, s'analitza l'impacte del rastre i la publicitat en línia des de la perspectiva iberoamericana. Estudiem el rastreig de tercers i allò relacionat amb els anuncis que se generen en llocs web locals en aquesta regió heterogènia. Trobem que la ubicació de l'usuari en aquest context afecta la privacitat de l'usuari ja que aquest rastreig varia de país a país, tot i que el nombre total d'entitats darrere d'aquest transit sembla estable. El tipus de contingut afecta també el nivell de rastreig: llocs web de noticies o de compres generen més transit cap a tercers i aquesta intensitat s'exacerba en els llocs més populars.
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Chen, B. "Financial methods for online advertising." Thesis, University College London (University of London), 2015. http://discovery.ucl.ac.uk/1461143/.

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Online advertising, a form of advertising that reaches consumers through the World Wide Web, has become a multi-billion dollar industry. Using the state of the art computing technologies, online auctions have become an important sales mechanism for automating transactions in online advertising markets, where advertisement (shortly ad) inventories, such as impressions or clicks, are able to be auctioned off in milliseconds after they are generated by online users. However, with providing non-guaranteed deliveries, the current auction mechanisms have a number of limitations including: the uncertainty in the winning payment prices for buyers; the volatility in the seller’s revenue; and the weak loyalty between buyer and seller. To address these issues, this thesis explores the methods and techniques from finance to evaluate and allocate ad inventories over time and to design new sales models. Finance, as a sub-field of microeconomics, studies how individuals and organisations make decisions regarding the allocation of resources over time as well as the handling of risk. Therefore, we believe that financial methods can be used to provide novel solutions to the non-guaranteed delivery problem in online advertising. This thesis has three major contributions. We first study an optimal dynamic model for unifying programmatic guarantee and real-time bidding in display advertising. This study solves the problem of algorithmic pricing and allocation of guaranteed contracts. We then propose a multi-keyword multi-click ad option. This work discusses a flexible way of guaranteed deliveries in the sponsored search context, and it’s evaluation is under the no arbitrage principle and is based on the assumption that the underlying winning payment prices of candidate keywords for specific positions follow a geometric Brownian motion. However, according to our data analysis and other previous research, the same underlying assumption is not valid empirically for display ads. We therefore study a lattice framework to price an ad option based on a stochastic volatility underlying model. This research extends the usage of ad options to display advertising in a more general situation.
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Cox, Shirley A. "Online social network member attitude toward online advertising formats /." Online version of thesis, 2010. http://hdl.handle.net/1850/11588.

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Tran, Minh-Dung. "Privacy Challenges in Online Targeted Advertising." Thesis, Grenoble, 2014. http://www.theses.fr/2014GRENM053/document.

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L'auteur n'a pas fourni de résumé en français
In modern online advertising, advertisers tend to track Internet users' activities and use these tracking data to personalize ads. Even though this practice - known as extit{targeted advertising} - brings economic benefits to advertising companies, it raises serious concerns about potential abuses of users' sensitive data. While such privacy violations, if performed by trackers, are subject to be regulated by laws and audited by privacy watchdogs, the consequences of data leakage from these trackers to other entities are much more difficult to detect and control. Protecting user privacy is not easy since preventing tracking undermines the benefits of targeted advertising and consequently impedes the growth of free content and services on the Internet, which are mainly fostered by advertising revenue. While short-term measures, such as detecting and fixing privacy leakages in current systems, are necessary, there needs to be a long-term approach, such as privacy-by-design ad model, to protect user privacy by prevention rather than cure. In the first part of this thesis, we study several vulnerabilities in current advertising systems that leak user data from advertising companies to external entities. First, since targeted ads are personalized to each user, we present an attack exploiting these ads on the fly to infer user private information that have been used to select ads. Second, we investigate common ad exchange protocols, which allow companies to cooperate in serving ads to users, and show that advertising companies are leaking user private information, such as web browsing history, to multiple parties participating in the protocols. These web browsing histories are given to these entities at surprisingly low prices, reflecting the fact that user privacy is extremely underestimated by the advertising industry.In the second part of the thesis, we propose a privacy-by-design targeted advertising model which allows personalizing ads to users without the necessity of tracking. This model is specifically aimed for the two newly emerging ad technologies - retargeting advertising and ad exchange. We show that this model provides strong protection for user privacy while still ensuring ad targeting performance and being practically deployable
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Lam, Wai-man. "Online advertising : why or why not ?" HKBU Institutional Repository, 2005. http://repository.hkbu.edu.hk/etd_ra/683.

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Hemphoom, Sunisa, and Karina Konrádi. "Reconnect with readers : Does native advertising affect customer’s attitude towards online advertising?" Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49261.

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Background - The thesis topic was selected because of the increased value of ads as a promotional tool and the growing avoidance arising from the exposure rate towards advertising. The principle of native advertising gives marketers a less intrusive pathway. Despite the increased trend and the benefits of using native advertising as a digital marketing tool, native advertising has been criticized for its approach. However, we hope to provide another insight into the positive side of native advertising.  Purpose - We seek to help advertisers improve native advertising content based on individuals' preferences by focusing our attention on what motivates consumers to affect their attitude towards online advertisement in the form of native advertising. Therefore, the purpose of this thesis is to investigate the factors influencing internet users’ attitude towards native advertising.  Method - The thesis is an exploratory study which is based on a qualitative method along with an abductive approach within the interpretivism stance. Data collection was done through primary. Within the primary data, it is collected through a semi-structured interview with the eleven internet users. Both genders are included in the data collection as well as it consists of several nationalities. Also, the data analysis is done through a thematic analysis method.  Conclusion - Entertainment, informativeness, irritation and credibility were applied to research the attitude of customers towards native advertising. Participants agreed that native advertising itself is not enough to encourage them for consumption, but they find it a smart and new idea that makes it easier to recognize the brand. While all four factors were crucial, we could discover different categories within each type that can influence customers’ attitude. Moreover, participants did not feel overwhelmed or deceived by native ads.
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Yuan, S. "Supply side optimisation in online display advertising." Thesis, University College London (University of London), 2015. http://discovery.ucl.ac.uk/1463229/.

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On the Internet there are publishers (the supply side) who provide free contents (e.g., news) and services (e.g., email) to attract users. Publishers get paid by selling ad displaying opportunities (i.e., impressions) to advertisers. Advertisers then sell products to users who are converted by ads. Better supply side revenue allows more free content and services to be created, thus, benefiting the entire online advertising ecosystem. This thesis addresses several optimisation problems for the supply side. When a publisher creates an ad-supported website, he needs to decide the percentage of ads first. The thesis reports a large-scale empirical study of Internet ad density over past seven years, then presents a model that includes many factors, especially the competition among similar publishers, and gives an optimal dynamic ad density that generates the maximum revenue over time. This study also unveils the tragedy of the commons in online advertising where users' attention has been overgrazed which results in a global sub-optimum. After deciding the ad density, the publisher retrieves ads from various sources, including contracts, ad networks, and ad exchanges. This forms an exploration-exploitation problem when ad sources are typically unknown before trail. This problem is modelled using Partially Observable Markov Decision Process (POMDP), and the exploration efficiency is increased by utilising the correlation of ads. The proposed method reports 23.4% better than the best performing baseline in the real-world data based experiments. Since some ad networks allow (or expect) an input of keywords, the thesis also presents an adaptive keyword extraction system using BM25F algorithm and the multi-armed bandits model. This system has been tested by a domain service provider in crowdsourcing based experiments. If the publisher selects a Real-Time Bidding (RTB) ad source, he can use reserve price to manipulate auctions for better payoff. This thesis proposes a simplified game model that considers the competition between seller and buyer to be one-shot instead of repeated and gives heuristics that can be easily implemented. The model has been evaluated in a production environment and reported 12.3% average increase of revenue. The documentation of a prototype system for reserve price optimisation is also presented in the appendix of the thesis.
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Arkhipov, Dmitri I. "Computational Models for Scheduling in Online Advertising." Thesis, University of California, Irvine, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10168557.

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Programmatic advertising is an actively developing industry and research area. Some of the research in this area concerns the development of optimal or approximately optimal contracts and policies between publishers, advertisers and intermediaries such as ad networks and ad exchanges. Both the development of contracts and the construction of policies governing their implementation are difficult challenges, and different models take different features of the problem into account. In programmatic advertising decisions are made in real time, and time is a scarce resource particularly for publishers who are concerned with content load times. Policies for advertisement placement must execute very quickly once content is requested; this requires policies to either be pre-computed and accessed as needed, or for the policy execution to be very efficient. We formulate a stochastic optimization problem for per publisher ad sequencing with binding latency constraints. Within our context an ad request lifecycle is modeled as a sequence of one by one solicitations (OBOS) subprocesses/lifecycle stages. From the viewpoint of a supply side platform (SSP) (an entity acting in proxy for a collection of publishers), the duration/span of a given lifecycle stage/subprocess is a stochastic variable. This stochasticity is due both to the stochasticity inherent in Internet delay times, and the lack of information regarding the decision processes of independent entities. In our work we model the problem facing the SSP, namely the problem of optimally or near-optimally choosing the next lifecycle stage of a given ad request lifecycle at any given time. We solve this problem to optimality (subject to the granularity of time) using a classic application of Richard Bellman's dynamic programming approach to the 0/1 Knapsack Problem. The DP approach does not scale to a large number of lifecycle stages/subprocesses so a sub-optimal approach is needed. We use our DP formulation to derive a focused real time dynamic programming (FRTDP) implementation, a heuristic method with optimality guarantees for solving our problem. We empirically evaluate (through simulation) the performance of our FRTDP implementation relative to both the DP implementation (for tractable instances) and to several alternative heuristics for intractable instances. Finally, we make the case that our work is usefully applicable to problems outside the domain of online advertising.

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Books on the topic "Online advertising"

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Cunningham, Court. Local online advertising for dummies. Hoboken, NJ: Wiley, 2010.

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Zhu, Xingquan, Haicheng Tao, Zhiang Wu, Jie Cao, Kristopher Kalish, and Jeremy Kayne. Fraud Prevention in Online Digital Advertising. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-56793-8.

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Zhu, Xingquan. Fraud Prevention in Online Digital Advertising. Cham: Springer International Publishing, 2017.

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Hua, Xian-Sheng. Online multimedia advertising: Techniques and technologies. Hershey, PA: Information Science Reference, 2011.

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Miller, Michael. Online marketing heroes: Interviews with 25 successful online marketing gurus. Indianapolis, IN: Wiley Technology Pub, 2009.

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Tuten, Tracy L. Advertising 2.0. Santa Barbara: Greenwood Publishing Group, 2010.

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Organisation for Economic Co-operation and Development. Directorate for Science, Technology, and Industry. and Organisation for Economic Co-operation and Development. Committee on Consumer Policy., eds. Online advertising and marketing directed toward children. Paris: OECD, 1999.

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Meyerson, Mitch. Mastering online marketing. [Irvine, CA]: Entrepreneur Press, 2008.

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1983-, Behboudi Mehdi, ed. Online advertising and promotion: Modern technologies for marketing. Hershey, PA: Business Science Reference, 2012.

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Mühling, Johannes. Targeting: Zielgruppen exakt online erreichen. München: Verlag Reinhard Fischer, 2007.

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Book chapters on the topic "Online advertising"

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East, Robert. "Online Advertising." In The Effect of Advertising and Display, 85–91. Boston, MA: Springer US, 2003. http://dx.doi.org/10.1007/978-0-387-23377-2_6.

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Charlesworth, Alan. "Advertising online." In Digital Marketing, 197–237. 3rd edition. | Abingdon, Oxon ; New York, NY : Routledge, 2018.: Routledge, 2018. http://dx.doi.org/10.4324/9781315175737-7.

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Charlesworth, Alan. "Advertising online." In Absolute Essentials of Digital Marketing, 55–68. New York : Routledge, 2020. | Series: Absolute essentials of business and economics: Routledge, 2020. http://dx.doi.org/10.4324/9781003015789-6.

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Spurgeon, Christina. "Online Advertising." In The Routledge Companion to Global Internet Histories, 387–98. New York: Routledge, Taylor & Francis Group, 2017. |: Routledge, 2017. http://dx.doi.org/10.4324/9781315748962-27.

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Charlesworth, Alan. "Advertising online." In Digital Marketing, 195–237. 4th ed. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003147411-8.

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Wiktor, Jan W., and Katarzyna Sanak-Kosmowska. "Online advertising." In Information Asymmetry in Online Advertising, 3–32. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003134121-2.

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Strekalova, Yulia A. "Online Advertising." In Encyclopedia of Big Data, 703–7. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-319-32010-6_152.

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Strekalova, Yulia A. "Online Advertising." In Encyclopedia of Big Data, 1–5. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-32001-4_152-1.

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Lammenett, Erwin. "Keyword-Advertising." In Praxiswissen Online-Marketing, 87–125. Wiesbaden: Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8251-3_4.

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Lammenett, Erwin. "Keyword-Advertising (SEA)." In Praxiswissen Online-Marketing, 141–75. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-15494-3_5.

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Conference papers on the topic "Online advertising"

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Müller, Lea. "Transforming Online Advertising." In SIGMIS-CPR '18: 2018 Computers and People Research Conference. New York, NY, USA: ACM, 2018. http://dx.doi.org/10.1145/3209626.3209632.

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Bhumgara, Afreen. "Online mobile targeted advertising." In 2015 IEEE International Conference on Computational Intelligence and Computing Research (ICCIC). IEEE, 2015. http://dx.doi.org/10.1109/iccic.2015.7435684.

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Ghosh, Arpita, and Mohammad Mahdian. "Externalities in online advertising." In Proceeding of the 17th international conference. New York, New York, USA: ACM Press, 2008. http://dx.doi.org/10.1145/1367497.1367520.

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Turkel, Eray. "Regulating Online Political Advertising." In WWW '22: The ACM Web Conference 2022. New York, NY, USA: ACM, 2022. http://dx.doi.org/10.1145/3485447.3512253.

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Liu, Dapeng, Shaochun Xu, Lichao Chen, and Chunning Wang. "Some observations on online advertising: A new advertising system." In 2015 IEEE/ACIS 14th International Conference on Computer and Information Science (ICIS). IEEE, 2015. http://dx.doi.org/10.1109/icis.2015.7166625.

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Drobiashchenko, Vitalii Alekseevich, and Sergei Igorevich Moroz. "Ensuring the Competitiveness in the Advertising Industry by Means of Strategic Management." In International extramural online conference, chair Leonid Evgenevich Popok. TSNS Interaktiv Plus, 2020. http://dx.doi.org/10.21661/r-551524.

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The article offers a detailed justification for the need for timely determination and formation of strategic management of the organizations' operational activities in the field of advertising services. This approach allows you to organize an effective advertising process, determine acceptable options for strategic planning of activities.
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Bateni, MohammadHossein, Jon Feldman, Vahab Mirrokni, and Sam Chiu-wai Wong. "Multiplicative bidding in online advertising." In EC '14: ACM Conference on Economics and Computation. New York, NY, USA: ACM, 2014. http://dx.doi.org/10.1145/2600057.2602874.

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Davidavičienė, Vida. "Effectiveness Factors of Online Advertising." In The 7th International Scientific Conference "Business and Management 2012". Vilnius, Lithuania: Vilnius Gediminas Technical University Publishing House Technika, 2012. http://dx.doi.org/10.3846/bm.2012.106.

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Sueiras, Jorge, Fausto Morales, and Juan-Carlos Ibanez. "From TV to online advertising." In the 1st international workshop. New York, New York, USA: ACM Press, 2007. http://dx.doi.org/10.1145/1348599.1348609.

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Huang, Cheng, Jianbing Ni, Rongxing Lu, and Xuemin Sherman Shen. "Online Advertising with Verifiable Fairness." In ICC 2019 - 2019 IEEE International Conference on Communications (ICC). IEEE, 2019. http://dx.doi.org/10.1109/icc.2019.8761762.

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Reports on the topic "Online advertising"

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Davies, Jonathan, and Lydia Harriss. Online Advertising Technology and Competition. Parliamentary Office of Science and Technology, UK Parliament, October 2023. http://dx.doi.org/10.58248/pn705.

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Chesnes, Matthew, and Ginger Zhe Jin. Direct-to-Consumer Advertising and Online Search. Cambridge, MA: National Bureau of Economic Research, August 2016. http://dx.doi.org/10.3386/w22582.

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Grow, André, Daniela Perrotta, Emanuele Del Fava, Jorge Cimentada, Francesco Rampazzo, Beatriz Sofía Gil-Clavel, Emilio Zagheni, René D. Flores, Ilana Ventura, and Ingmar G. Weber. How reliable is Facebook’s advertising data for use in social science research? Insights from a cross-national online survey. Rostock: Max Planck Institute for Demographic Research, April 2021. http://dx.doi.org/10.4054/mpidr-wp-2021-006.

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STROYKOV, S., and I. NIKITINA. THE CURRENT STATE OF THE PROBLEM OF HYPERTEXT IN LINGUISTIC LITERATURE. Science and Innovation Center Publishing House, 2022. http://dx.doi.org/10.12731/2077-1770-2022-14-2-3-50-73.

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In this paper it’s the first time the authors have reviewed linguistic literature (2008-2022) devoted to the problem of literary and electronic hypertext. The purpose of the paper is to review linguistic literature and identify the current state of the problem of literary and electronic hypertext. Materials and methods. On the basis of this purpose we reviewed 42 scientific papers published in 2008-2022 and representing the results of linguistic research of literary and electronic hypertext. For our study we used an analytical and descriptive method, which is traditional for linguistics and allows us to solve the tasks set in our paper. Results. A review of linguistic papers has shown that hypertext is a relevant subject of linguistic research. Scientists propose various definitions of this concept; consider it as a “special information and communication environment”. Many studies are devoted to literary (fiction and non-fiction) hypertext, however, a much larger number of papers are devoted to various aspects of electronic hypertext, including electronic fiction hypertext and electronic hypertext of some genres (news genres, online advertising, social network and online diary community as well as websites). We consider that it is the electronic environment where hypertext is implemented in all its functions. Practical implications. The results of the study can be used as a theoretical basis for further theoretical and practical study of various aspects of literary and electronic hypertext.
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TARAKANOVA, V., A. ROMANENKO, and T. TROITSKAYA. FACTORS AND RISKS OF ENVIRONMENTAL SAFETY OF THE CITIES OF THE MOSCOW REGION. Science and Innovation Center Publishing House, 2022. http://dx.doi.org/10.12731/2077-1770-2022-14-2-2-19-29.

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In this paper it’s the first time the authors have reviewed linguistic literature (2008-2022) devoted to the problem of literary and electronic hypertext. The purpose of the paper is to review linguistic literature and identify the current state of the problem of literary and electronic hypertext. Materials and methods. On the basis of this purpose we reviewed 42 scientific papers published in 2008-2022 and representing the results of linguistic research of literary and electronic hypertext. For our study we used an analytical and descriptive method, which is traditional for linguistics and allows us to solve the tasks set in our paper. Results. A review of linguistic papers has shown that hypertext is a relevant subject of linguistic research. Scientists propose various definitions of this concept; consider it as a “special information and communication environment”. Many studies are devoted to literary (fiction and non-fiction) hypertext, however, a much larger number of papers are devoted to various aspects of electronic hypertext, including electronic fiction hypertext and electronic hypertext of some genres (news genres, online advertising, social network and online diary community as well as websites). We consider that it is the electronic environment where hypertext is implemented in all its functions. Practical implications. The results of the study can be used as a theoretical basis for further theoretical and practical study of various aspects of literary and electronic hypertext.
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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
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Taking the biscuit: how Safari privacy policies affect online advertising. Cemmap, February 2023. http://dx.doi.org/10.47004/wp.cem.2023.0423.

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