Dissertations / Theses: '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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Quinn, Martin. "Three essays in economics of online advertising." Electronic Thesis or Diss., Paris, ENST, 2018. http://www.theses.fr/2018ENST0040.

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La thèse présente une analyse économique de trois nouveaux sujets liés à l’économie de la publicité en ligne. Elle utilise des méthodes empiriques et théoriques. Le chapitre 1 présente le contexte de la thèse ainsi que les principaux résultats développés dans les chapitres suivants. Dans le chapitre 2, la thèse montre à travers un modèle théorique comment la transparence dans les modes d’achats publicitaire modifie les équilibres du marché. Dans un contexte ou la publicité est considérée comme une nuisance par les utilisateurs, le chapitre montre que l’introduction de telles technologies qui renforce la transparence peut affecter le bien-être de différentes manières. Le chapitre 3 traite de la pertinence économique des technologies de profilage permettant aux sites Web d’adapter leur niveau de publicité à la sensibilité de l'utilisateur. Le chapitre construit un modèle théorique et dessine les principales implications découlant de l’utilisation de ces technologies. Dans le chapitre 4, la thèse met en évidence la manière dont une politique de confidentialité permettant aux utilisateurs de se soustraire au ciblage publicitaire peut avoir des implications économiques sur le marché de la publicité en ligne. Le chapitre présente une nouvelle méthodologie computationnelle et estime l'impact d’une telle politique de confidentialité sur les prix des publicités. Les résultats diffèrent des travaux précédents et montrent que l’impact dépend fortement des caractéristiques du site Web ainsi que de l’attractivité des autres canaux de vente. Enfin, le chapitre 5 conclu en soulignant comment les points clés développés au fil des chapitres ont un poids économique important
The thesis presents an economics analysis of three new subjects related to the economics of online advertising using both empirical and theoretical methodologies. Chapter 1 introduces the context of the thesis as well as the main results developed in the following chapters. In Chapter 2, the thesis shows through a theoretical model how transparency related to online advertising purchase modifies market equilibria. In a context of advertising avoidance, the chapter shows that introducing such technologies can affect welfare in various ways. Chapter 3 tackles the economic relevance of profiling technologies that allow websites to adapt their advertising level to user’s sensitivity. The chapter builds a theoretical model to draw key implications on how such technologies modify advertising intensity and welfare. With Chapter 4, the thesis highlights how a privacy policy that lets users opt-out from behavioral targeting has economic implications on the online advertising market. The chapter presents a new computational methodology that estimates the effect of such opt-outs on prices of ads sold at auctions. The results differ from previous work and show that the impact may strongly depends on website’s characteristics as well as other selling channels attractiveness. The thesis concludes in Chapter 5 and points out how key points developed across the chapters carry economic significance as they partly explain how prices and demand for advertising spaces are shaped. It also draws attention on how these new subjects stimulate relevant future research for economists

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Bi, Chun. "The Cultural Characteristics in China's Official Online Tourism Advertisements." Thesis, Uppsala universitet, Medier och kommunikation, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-175873.

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Tourism advertising is an important approach in providing information about tourism destinations and in attracting potential customers, and in this process, particular cultural factors are usually conveyed. In this thesis, the main intention was to describe the cultural factors reflected in advertising and discover the role that Chinese cultural identity plays in China’s official Internet tourism advertisements to overseas markets using a theoretical framework of diverse cultural issues. The objects of this study are the official tourism advertisements from China National Tourist Office’s (CNTO) websites. The author researched Chinese cultural characteristics and tried to connect them with the expressional tendencies in tourism advertisements. Using a quantitative content analysis method, the most frequent cultural symbol in advertising was discovered as the basis and general image of the online tourism advertisements. Then the author discussed the external manifestations of cultural factors in tourism advertising in detail and analysed the internal cultural values behind them using the qualitative discourse analysis method. The main conclusions of this study indicated that the most representative cultural characteristic of Chinese culture in tourism advertising is a high-context cultural feature; in addition, at present traditional ideology in Chinese society, such as Confucianism and Taoism, was still being conveyed in tourism advertising. In general, Chinese cultural traditions influenced tourism advertising expressions, both in external manifestations and internal connotations.

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Waechter, Susanne Franziska. "Contextual advertising in online communication: An investigation of relationships between multiple content types on a webpage." AUT University, 2010. http://hdl.handle.net/10292/912.

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As part of the promotional mix, advertising plays a significant role in a company’s or organisation’s communication with its consumers and stakeholders. In order to inform consumers about their products or services, marketers apply a variety of advertising strategies. One particular strategy is “contextual advertising”, which refers to the strategic placement of advertisements in an editorial environment whose theme is relevant for the promoted product or service (Belch & Belch, 2009, p. 492). Also in advertising research, contextual advertising received a considerable amount of attention. Scholars have investigated the effectiveness of contextual advertising in online and offline media. Researchers as well as practitioners have particularly focused on content-based relationships between advertisements and the theme of the editorial environment in which the advertisement is placed. With a focus on online media, the present study aimed to investigate this content-based relationship but also to examine what other types of relationships between the different contents on a webpage the user constructs. Advertising has also been investigated in the area of semiotics. Several scholars analysed advertisements in order to reveal their meaning-affordances. A second interest in the present study derives from semiotic studies and theories, which emphasise the individual’s significance in the meaning-making process but also exclude the individual from their analysis. A potential contradiction could be seen here and by investigating how users interpret a particular webpage, this study aimed to examine what insights an analysis can provide that is solely focused on the webpage user. In order to capture users’ interpretations of a webpage’s contents and to investigate what types of relationships between these contents users construct semi-structured interviews with six participants were conducted. The participants were invited to look at a webpage from the website www.healthyfood.co.nz. Following the interviews, the participants’ responses were transcribed, categorised and analysed. Findings from the study revealed that several participants constructed relationships between advertisements and the editorial content based on content-similarity but also on design-similarity as well as their personal knowledge about sponsorship relationships and income-investment relationships. Personal knowledge also appeared to be important for the interpretation of the webpage. The participants’ interpretation of the webpage were also guided by their personal interest in the contents, their individual contexts like socio-cultural background, experiences and beliefs as well as environmental factors such as time and the layout of the interview location. The results of the study support the significant role of the individual in the process of meaning making and further contribute to an extended understanding of contextual advertising. Practical suggestions for the advertising area and future research were also identified.

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Zadimoghaddam, Morteza. "Online allocation algorithms with applications in computational advertising." Thesis, Massachusetts Institute of Technology, 2014. http://hdl.handle.net/1721.1/87940.

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Thesis: Ph. D., Massachusetts Institute of Technology, Department of Electrical Engineering and Computer Science, 2014.
Cataloged from PDF version of thesis.
Includes bibliographical references (pages 99-107).
Over the last few decades, a wide variety of allocation markets emerged from the Internet and introduced interesting algorithmic challenges, e.g., ad auctions, online dating markets, matching skilled workers to jobs, etc. I focus on the use of allocation algorithms in computational advertising as it is the quintessential application of my research. I will also touch on the classic secretary problem with submodular utility functions, and show that how it is related to advertiser's optimization problem in computational advertising applications. In all these practical situations, we should focus on solving the allocation problems in an online setting since the input is being revealed during the course of the algorithm, and at the same time we should make irrevocable decisions. We can formalize these types of computational advertising problems as follows. We are given a set of online items, arriving one by one, and a set of advertisers where each advertiser specifies how much she wants to pay for each of the online items. The goal is to allocate online items to advertisers to maximize some objective function like the total revenue, or the total quality of the allocation. There are two main classes of extensively studied problems in this context: budgeted allocation (a.k.a. the adwords problem) and display ad problems. Each advertiser is constrained by an overall budget limit, the maximum total amount she can pay in the first class, and by some positive integer capacity, the maximum number of online items we can assign to her in the second class.
by Morteza Zadimoghaddam.
Ph. D.

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Hild, Sebastian [Verfasser]. "Synergy in Multi-Channel Online Advertising / Sebastian Hild." Aachen : Shaker, 2010. http://d-nb.info/1084536455/34.

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Souza, Ana Clara, and Rexhinaldo Durro. "Digital marketing: Online advertising tricks and consumer irritation." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31317.

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The social media usage in this decade has seen a vast expansion, expansion that has been observed in the amount of time users spend on social media. This has provided ground for advertising within the media. Exploiting those opportunities, a number of advertisement tricks have been contrived and exercised with the intention of drawing the users’ attention and turning them into potential customers, although the effectiveness of these advertising has shown mixed results. Moreover there is an insufficient amount of scientific research within social media advertising, as well as the forms and effects of this form of advertising. The aim of this study is to identify and explain the main forms of social media advertising, acquire an understanding of the reasons behind the labeling, by the users, of these advertising techniques as irritating, as also, rank the tricks based on the irritation levels effectuated by them to the users. As a result the paper will provide a concentrated guide of social media advertising techniques, with positive and negative aspects of each type of trick and distinguish those tricks that effectuate the most consequential effects. To achieve this goal, a questionnaire was conducted and aimed to a demographic representing the majority of social media users and as a derivate the users that most frequently encounter social media advertising tricks. The results indicated an inclination towards advertisement that make use of celebrity personalities. The reasons and motivations that lead to this eventuality can be due to contempt, appreciation or practical post characteristics.

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ANDRAL, Mélanie, and Axelle LARROQUE. "The emojis consumer perception in the online advertising." Thesis, Högskolan i Halmstad, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-32022.

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Title: The emojis consumer perception in the online advertising Research question: How consumers perceive emojis in online advertisement? Supervisor: Venilton Reinert Course: Strategic Marketing with Independent Project Keywords: Emojis, brand image, digital marketing, perception, online advertisement Purpose: The purpose of the study is to analyse the consumer’s perception regarding brands using emojis in their online communication strategy. The purpose is also to understand the profit that could earn brands by using emojis and what they can add to the brand image. Methodology: Quantitative survey has been created to answer the research question. We have used a questionnaire with the use of a non-random sampling by convenience. Three hundred eighty-two people were answering closed and multiple-choice questions in order to quantify the weight of emojis in consumer’s mind. Findings: The results of the survey show that women from 15-25 years old are the most positive receptive group regarding brands using emojis. In addition, using emojis is a good way to improve the brand image but companies have to adapt the strategy depending on the target. Most of the respondents have a positive image about emojis but it doesn’t mean that it influences their willingness to consume a specific brand rather than another. Research limitation: Information is pretty hard to find because of the fact that the emojis topic is really recent. It is complicated to find data and reliable sources about it. Moreover, the sampling we used is not representative of the whole population, so it is not obvious to generalize the findings. Finally, to complete our survey, it would have been interesting to conduct a qualitative study in parallel to go deeper in the analysis of perception.

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Palma, Katalina, and Katrin Waalkens. "Native Advertising - A New Era of Online Advertising? : A qualitative study exploring consumers' attitudes." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54660.

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Purpose – The purpose of this study is to explore consumers’ attitudes towards native advertising and its perceived value. Design/methodology/approach – This research has a qualitative and exploratory nature. Forthe empirical material, primary data is collected through conducting in-depth semi-structured interviews. Findings – Consumers’ persuasion knowledge in relation to native advertising is found to be low. The advertising value of native advertising is positive since the consumers considered it to be entertaining, informative and credible. Furthermore, it was not considered as irritating which enhances the advertising value as well. Design was found to be its own category as it has an effect on all dimensions to enhance the advertising value. Since the advertising value is positive and enhanced, the attitudes of consumers towards native advertising are positive. Research implications/limitations – The main implications of this research are: native advertising can be used as a solution to consumers avoiding online advertising and in order for it to be successful, the design, content and frequency have to be taken into consideration. Since this research is qualitative, it has a subjective nature which might result in researcher induced bias. Furthermore, the age of the interviewees’ range from 21 to 38 years old which unlikely represents the whole population. Originality/value – As there is a lack of research in the field of native advertising, this research contributes to the field with knowledge about consumers’ attitudes towards it as well as how native advertising creates value. Additionally, the researchers applied the attitudes-towards-advertising model for this specific context and augmented it with a new dimension, design. This research also contributes with knowledge about each dimension in the native advertising context. Lastly, this research shows advertisers how native advertising should be used in terms of content, frequency and design.

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Liu, Shubo. "Advertising greenness in China : a critical discourse analysis of the corporate online advertising discourse." Thesis, University of Edinburgh, 2015. http://hdl.handle.net/1842/11738.

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A growing number of companies, both multinationals and local firms, have begun to adopt the idea of sustainability development, and develop and market their green products/services with green advertising in developing countries. However, in the context of China where the idea of commercial environmentalism or green consumption is emerging and transported from the West, it is not clear that how the green consumption is advocated and how consumption practices are connected to environmental protection, and how the meaning of green consumption is constructed by firms operating in China. This study explores the Internet as a rich text for environmental marketing by analyzing the ways firms showcase details of their green products/services, production methods, business philosophy and other facets of their environmental practices and values. The online promotional information can be seen as corporate green advertising. Focused on the advertisings from corporate websites, and through the analytical framework of Critical Discourse Analysis (CDA) (e.g., Faircloug, 1992; 1995(a) (b); Wodak and Chilton, 2005), this study presents how a number of environmental conscious firms in China are portraying and promoting their environmental responsible image and green products/services, and aims to examine what firms are really telling and how they are discursively constructing corporate “greenness”. Based on the analyses of green advertisements from websites of four case companies (two MNCs in China: General Electric in China, Unilever in China, and two Chinese local firms: BYD automobile, and Landsea Real Estate), the study suggests that corporate green advertising discourse plays an active role in defining “reality” of greenness and imbuing meanings of consumption into environmentalism, as well as in achieving the hegemonic construction of corporate greenness. In addition, the corporate greenness is anthropocentric and embraces consumerist and post-materialist values. Instead of endorsing the environmentalism which appeals for a change of the current over-consumption lifestyle in capitalist development, the corporate green advertising strategically integrates lineages from green discourse of ecological modernization and political discourse of neoliberalism. In addition to similarities, dissimilarities existing between discourses from MNCs’ and Chinese local firms are identified in two aspects: greenness integration and greenness level. The differences in advertising discourses derive from both organizational resources and firms’ embedded economic, historical, and social-cultural contexts. Such differences prove the mutual constitutive or dialectical relationship between language and society and develop the argument that although firms play active role in constructing discourse, and green advertising discourse can be seen as corporations’ discursive approach to achieve environmental governance, their discourse is nevertheless constrained by both organizational internal and external influences.

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Mak, On Tat. "Discourse analysis on an online advertisement on skincare." HKBU Institutional Repository, 2003. http://repository.hkbu.edu.hk/etd_ra/485.

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Renick, Katherine. "A typology of online scholarships." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/6067.

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Thesis (M.A.)--University of Missouri-Columbia, 2008.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on September 12, 2008) Includes bibliographical references.

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Ayerra, Raquel, Manuel Jimenez, and Asier Vega. "Integrated Marketing Communications in Advertising." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-852.

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This research is made with the aim of find out how Iberostar communicates its values through Offline and Online advertising campaigns and if those campaigns send the same message to the target audience

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Friedner, Albin, and Alexander Nikalayeu. "Beacons for online advertising : An approach using a plugin." Thesis, KTH, Skolan för informations- och kommunikationsteknik (ICT), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-210637.

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Beacons are small devices that can broadcast messages using Bluetooth and other communication technologies using low power consumption. Beacons technology started to emerge lately and many companies has started to see opportunities. One usage of beacons is improving online advertising by using localized information. The most common way to consume beacons today, is by using a native application. This solution is viable in many cases, but not for online advertising. The reason for this is that users do not want to download a native application only for advertising. In this study, solutions for online advertising using beacons, are examined. The study is focused around a case study on implementing a plugin for Android applications. The plugin consists of a background service that listens for beacon messages, converts the beacon messages to geographic information and gathers user information. All that information is sent to a web service to later perform retargeting. This improves online advertisement, since localized advertisement can be displayed to the user. The results of the case study showed that the plugin is a viable solution for online advertising using beacons. The plugin could be integrated and launched from different Android applications in a simple way. Measurements of the RAM usage and battery consumption indicates that the plugin can run with no huge impact on the performance or battery of the phone. The purpose of the study is to present different ways of using beacons for online advertising.
Beacons är små enheter som kan sända ut meddelanden genom att använda Bluetooth eller andra kommunikationstekniker med låg energiförbrukning. Teknologin bakom Beacons började framträda nyligen och många företag har redan sett de möjligheter som finns med teknologin. Beacons kan bland annat användas till att förbättra digital reklam genom att använda lokaliserad information. Det vanligaste sättet att konsumera beacons är att använda en lokal applikation. Det sättet är användbart i många fall, men inte för digital reklam. Anledningen till det är att användare tenderar att inte vilja ladda ner applikationer endast för att få reklam. I den här studien undersöks lösningar för att använda beacons för digital reklam. Studien fokuserar kring en fallstudie om ett insticksprogram till applikationer för Android. Insticksprogrammet består av en bakgrundstjänst som lyssnar efter meddelande från beacons, konverterar meddelandet till geografisk information, samlar information om användaren och skickar informationen till en web service, som senare använder informationen för att ge användare anpassad reklam. Detta förbättrar reklamen, eftersom användarens position kan användas för att ge bättre anpassad reklam. Resultaten från fallstudien visar att insticksprogrammet är en genomförbar lösning för att använda beacons för digital reklam. Insticksprogrammet kan integreras och startas från en applikation i Android på ett enkelt sätt. Mätningar av insticksprogrammets RAM-användning och batterianvändning visar på att det kan köras utan att märkbart påverka telefonens prestanda eller batteri. Syftet med den här studien är att visa olika sätt som beacons kan användas för digital reklam.

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Dahlgren, Sanne, and Beatrice Tabell. "Personalized Advertising Online and its Difficulties with Customer Privacy." Thesis, Karlstads universitet, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-66218.

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Purpose: The aim of this paper is to explain and to create an understanding if personalized advertising online creates value for customers. Design/methodology/approach: A qualitative study through 14 semi-structured interviews. Findings: The study found personalized advertising to be seen as value co-creation in some cases, but because privacy concerns exist and affect the perception of advertising, it can in many cases lead to value co-destruction instead. It is thus a consideration between privacy concerns and the perceived value of the personalized advertising that decides if the offering will co-create or co-destroy value. Research limitations/implications for future research: Our study did not involve respondents’ younger than 21 years old, which could have affected the result as this is a generation seen as technology savvy. Through a quantitative study, future research could try to find extremes in personalities by conducting a survey with a large sample of people in different ages, nationalities, gender, active online, etc. in order to see if there are correlations between for example age and privacy concerns. Practical implications: One purpose of the study is to provide companies with insights of how different customers perceive personalized advertising online in terms of customer value in order for companies to know how to think when targeting their customers. Keywords: online advertising, personalized advertising, personalized-privacy paradox, privacy concerns, value creation, value co-creation, value co-destruction.

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Suehiro, Marissa. "The Efficacy Of Online Advertising Modalities: A Prescriptive Model." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/1065.

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With the surge of technological advancements in the 21st century, online advertising and marketing has transformed into a multi billion-dollar industry. Nowadays, it is very likely that a company’s success is dependent on the effectiveness of its online marketing strategy. When developing an advertising plan, companies must decide what their unique advertising needs are and use appropriate advertising formats that are most effective in achieving them. Unfortunately, companies often have very little guidance about how to choose modalities for specific advertising goals. The purpose of this paper is to examine the six most widely used online advertising modalities and the psychological frameworks that explain their effectiveness on developing positive brand attitudes among consumers. By doing so, a company would be better able to decide what kind of advertising modality would best fit their unique advertising needs. Using these findings, this paper develops a prescriptive model tailored for the specific advertising needs of one of the most widely known organizations in the world, the Professional Golfers’ Association.

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Zhang, Kunpeng, Siddhartha Bhattacharyya, and Sudha Ram. "LARGE-SCALE NETWORK ANALYSIS FOR ONLINE SOCIAL BRAND ADVERTISING." SOC INFORM MANAGE-MIS RES CENT, 2016. http://hdl.handle.net/10150/623353.

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This paper proposes an audience selection framework for online brand advertising based on user activities on social media platforms. It is one of the first studies to our knowledge that develops and analyzes implicit brand-brand networks for online brand advertising. This paper makes several contributions. We first extract and analyze implicit weighted brand-brand networks, representing interactions among users and brands, from a large dataset. We examine network properties and community structures and propose a framework combining text and network analyses to find target audiences. As a part of this framework, we develop a hierarchical community detection algorithm to identify a set of brands that are closely related to a specific brand. This latter brand is referred to as the "focal brand." We also develop a global ranking algorithm to calculate brand influence and select influential brands from this set of closely related brands. This is then combined with sentiment analysis to identify target users from these selected brands. To process large-scale datasets and networks, we implement several MapReduce-based algorithms. Finally, we design a novel evaluation technique to test the effectiveness of our targeting framework. Experiments conducted with Facebook data show that our framework provides significant performance improvements in identifying target audiences for focal brands.

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Abdulrahman, Abubakar, and Citra Hussien. "The Role Of Online Video Advertising In Brand Awareness." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-75032.

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The purpose is to examine the role of online video advertising in brand awareness. In order to provide marketers information regarding the impact online video advertising has on its customers, as online video advertising is increasing in relevance in terms of creating brand awareness.

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Coni, Riccardo <1988&gt. "Il Native Advertising: una nuova forma di comunicazione online." Master's Degree Thesis, Università Ca' Foscari Venezia, 2016. http://hdl.handle.net/10579/8606.

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Con l'arrivo del Web 2.0 i modi di comunicare delle aziende sono profondamente mutati. Dopo un excursus sulle nuove forme di comunicazione attraverso internet, si presenta il Native Advertising come una forma di comunicazione in grado di combinare i vantaggi della precisione di targeting online con quelli dello storytelling, grazie alle testimonianze di alcuni casi aziendali.

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Iacovleva, Nadejda <1993&gt. "Online video advertising as a communiction tool on Facebook." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/16755.

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Social media plays a significant role in integral marketing strategy plan of companies in order to create, enhance, maintain the relationships with their customers through mutual communication. The communication goes in two ways, so that, on one hand, companies are able to provide various information to educate users, entertain them or to acquaint with brand itself and its products; and on the other hand, users give their feedback in terms of what they like, what they do not, their preferences and needs. Consequently, marketers widely use social media platforms to assess the “thickness” of bond that they have managed to establish with their customers through communication, where “thickness” could be measured as engagement (number of likes, shares, comments a post gets). Hence, it is important to decide what message to deliver and no less important is to choose the format in which it will be sent. Video format is under a specific interest as it is considered to be a tool that is able to grasp users’ attention, retain it and finally make people engage with it. As a consequence, marketers use extensively the video format in social media advertising, trying to deliver the message that would help to build strong relationships with the users. The aim of the study It is important to investigate what type of content users prefer the most (for example, educational, product review, testimonials, etc.), what video style would be most appropriate for a specific content (for example, live action, animated, 360 degree, etc.), how long should a video be and should it be accompanied with call-to-action buttons. Moreover, it is necessary to make a contribution into a problem in choosing between informative or entertaining content of advertising video on social media. In other words, it is worth to analyze if users are more engaged with video content (educationals, product reviews, testimonials, etc.) that are delivered either informative or in entertaining way. And the last problem to resolve is finding out if videos with interactive characteristics such as 360-degree, choose-your-own-adventure and accompanied with call-to-action buttons do indeed increase users’ engagement. Consequently, the aim of the study is to answer the following research questions: What are the most engaging types of video content? What are the most optimal video style for the most engaging types of video content? What is the best length of a video that would retain the viewers’ attention? What advertising content is more preferable: informative or entertaining? Does interactive video increase engagement?

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Kelly, Louise Michelle Virginia. "An exploration of advertising engagement, advertising avoidance and privacy concerns on social networking sites." Thesis, Queensland University of Technology, 2014. https://eprints.qut.edu.au/79114/1/Louise_Kelly_Thesis.pdf.

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This thesis examines perceptions of advertising on social networking sites (SNS), in particular consumers' privacy concerns, advertising engagement and advertising avoidance. It contributes to the understanding of social media by providing results of a longitudinal investigation of consumer perceptions of advertising, a topography of engagement and avoidance triggers and a three dimensional model of advertising avoidance on SNS. This research used a mixed methodology, employing Critical Incident Technique, In-depth interviews and online surveys.

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Al, Adwan Ahmad. "A cyber-consumer protection framework for prevention of online deceptive advertising." Thesis, Curtin University, 2012. http://hdl.handle.net/20.500.11937/1744.

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Online deceptive advertisements engender distrust among cyber-consumers; we found that such incidents occur in every country in the world. This research addressed issues with online fraud and deceptive advertising related to cyber-consumer transactions (CCT) and online consumer protection. This study includes a framework which provides potential solutions and redress methods in order to minimise online fraud and deceptiveness as well as protecting the cyber-consumer globally.

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Micu, Anca Cristina. "Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context." Diss., Columbia, Mo. : University of Missouri-Columbia, 2005. http://hdl.handle.net/10355/4168.

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Thesis (Ph.D.)--University of Missouri-Columbia, 2005.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file viewed on (January 25, 2007) Vita. Includes bibliographical references.

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Flanagan, Michael Anthony. "An investigation into the impact of online and mobile advertising on the South African advertising landscape." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1008588.

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This study aimed to provide South African advertising professionals with insights into the current state of online and mobile advertising in South Africa, highlighting areas in which this sector of the industry can develop in order for professionals to perpetuate successful and innovative use of the mediums available to them and their clients. The study draws on literature from the fields of traditional advertising, digital advertising and new media. Research on the South African digital advertising climate is not as readily available as that of international studies based in the United States of America and the United Kingdom. The study therefore used two data collection methods namely, telephonic semi-structured interviews with advertising professionals employed within the South African advertising and marketing industries as well as an electronic survey also aimed at advertising professionals employed within the South African advertising and marketing industries. The data collected aims to provide an insight into the professional opinions and feelings of these professionals as to how the South Africa digital advertising landscape is perceived, how it compares to its international counterparts and whether online and mobile technologies have had an impact on the South African advertising industry in terms of ad-spend not only on digital but on traditional advertising. The data from both the semi-structured interviews and survey were analysed in terms of the aforementioned aspects and correlations were found between the qualitative and quantitative data. Five advertising professionals from various agencies from around South Africa were interviewed telephonically while 27 advertising professionals attempted the electronic survey with 21 completing the survey. The study found that advertisers acknowledge that online and mobile technologies have had an impact on the South African advertising industry as digital advertising is now seen as an important fixture within the advertising industry and is considered to now be as important as traditional advertising. However, although advertising professionals acknowledge this importance, the medium is still underutilised due to a number of determining factors. These factors include insufficient knowledge in the field of digital advertising by advertisers and clients as clients are still unwilling to allocate similar levels of ad-spend to digital as they would to traditional advertising, this despite a notable increase in digital ad-spend. Traditional advertising still dominates ad-spend and advertisers are of the opinion that despite the growth of digital media, this trend will remain prevalent in South Africa which continues to trail behind its international counterparts.

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Leweling, Sascha [Verfasser], and Thorsten [Akademischer Betreuer] Wiesel. "Convincing online consumers to purchase : Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools / Sascha Leweling ; Betreuer: Thorsten Wiesel." Münster : Readbox Unipress / Münster (Westf), 2018. http://d-nb.info/1165650843/34.

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SCHULLSTRÖM, TERESIA. "The Impact of ConsumerNavigation Behaviour on VisualAttention to Online Advertising." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-138169.

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The wide use of Internet has opened up many opportunities for advertisers. This has resulted in a multitude of ads in different format and contexts on everything from entertainment sites and online newspapers to search engine result pages (SERPs) and e-commerce websites. However, it has been shown that when surfing online, the consumers are more engaged in the current task and thereby also more goal directed than when consuming traditional media. This has, in combination with cluttered websites and ads sharing bandwidth with content, resulted in the phenomenon banner blindness, which indicates that consumers purposefully ignores everything that looks like advertising. A factor that in previous studies has shown to have a large impact on the allocation of visual attention on a website is the consumer’s current task, which directly affects their navigation behaviour on the website. A consumer that is browsing apply a different behaviour and is affected by other factors in the visual scene than a consumer that knows what s/he wants and therefore uses goal directed search as the searching strategy. Through a literature study and an eye tracking experiment this thesis investigates the impact of the consumer’s task on visual attention to advertising on websites, with the focus on internal advertising (merchandising ads) on e-commerce websites. The tasks used in the eye tracking methodology were designed to create a more realistic visual navigation behaviour compared to previous studies in the field. The results show that when browsing, the consumers are generally more receptive to peripheral stimuli, which in many cases also includes advertising. When the consumer has a specific goal in mind, s/he gets more goal directed and uses stored searching strategies to efficiently find the wanted target and/or clues about where the target can be located. The visual behaviour is thereby controlled by higher cortical centres and does not get affected by peripheral stimuli in the same extent as when the consumer is browsing. It was also found that it is very challenging to create a natural browsing behaviour in a study environment. This is due to several factors and is a very critical problem for studies investigating visual attention since a realistic task is the key to create realistic behaviour and thereby also an accurate and usable result.
Den utbredda användningen av internet har öppnat många möjligheter för annonsörer. Detta har resulterat i en uppsjö av online-annonser i olika format och sammanhang, placerade på allt från underhållningswebbplatser och online-tidningar till ”search engine result pages”(SERPS) och ecommercewebbplatser. Det har dock visat sig att konsumenter som surfar på nätet är mer engagerade i den aktuella uppgiften och därmed också mer målinriktade än konsumenter som konsumerar traditionella medier. Detta har, i kombination med webbplatsernas plottrighet samt att annonserna delar bandbredd med det huvudsakliga innehållet, resulterat i fenomenet ”banner blindness”. Detta innebär att konsumenter medvetet ignorerar allt som ser ut som reklam. En faktor som i tidigare studier har visat sig ha en stor inverkan på fördelningen av visuell uppmärksamhet på en webbplats är därför konsumentens aktuella uppgift, eftersom den direkt påverkar navigationsbeteendet på webbplatsen. En konsument som ”browsar” använder ett annorlunda beteende och påverkas av andra faktorer i den visuella miljön än en konsument som vet vad han/hon vill ha och då använder en mer målinriktad typ av sökning som sökstrategi. Genom en litteraturstudie och ett eye tracking experiment undersöker denna avhandling effekterna av konsumentens uppgift och mål på den visuella uppmärksamheten av reklam på webbplatser, med fokus på intern reklam (merchandising-annonser) på e-commercewebbplatser. Uppgifterna som användes i eye tracking metodiken var designade for att skapa ett mer realistiskt navigationsbeteende jämfört med tidigare studier inom samma område. Resultaten visar på att när konsumenterna ”browsar” är de i allmänhet är mer mottagliga för perifera stimuli, som i många fall även omfattar reklam. När konsumenten har ett specifikt mål i åtanke blir han/hon mer målinriktad och använder då lagrade sökstrategier för att effektivt hitta det önskade målet och/eller ledtrådar om var målet kan lokaliseras. Det visuella beteendet styrs därmed av högre kortikala centra och påverkas inte av perifera stimuli i samma utsträckning som när konsumenten ”browsar”. Det konstaterades även under undersökningen att det är mycket svårt att skapa ett naturligt browsing-beteende i en studiemiljö. Detta beror på flera faktorer och är ett mycket kritiskt problem för studier som undersöker visuell uppmärksamhet, då en realistisk uppgift är nyckeln till att skapa ett realistiskt beteende och därmed också ett korrekt samt användbart resultat.

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Gustafsson, Maja. "Metadiscourse in advertising : Persuasion in online advertisements of makeup brands." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-71585.

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E-commerce has exploded and with that also advertisements online. To get customers to stay as customers with your company, advertisements become more and more persuasive. To measure this persuasion metadiscourse has been used as a method for this investigation. The aim of this paper is to find out the ways companies use language and discourse to entice customers and keep them buying products. The material chosen for this investigation was advertisements extracted from web pages of make-up brands. Hyland´s categories of metadiscourse were used to extract the relevant features from the advertisements. The results were that all advertisements that had metalinguistic features were also persuasive. Persuasive language occurs as boosters, engagement markers and self-mentions. Also, the metalinguistic features that occur in this investigation are the three categories mentioned above. Further investigation into this topic would be to only view editorial parts of advertisements which most likely will broaden the results within all categories from Hyland´s view of metadiscourse.

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Hadija, Zeljka. "Perceptions of advertising in online social networks : in-depth interviews /." Online version of thesis, 2008. http://hdl.handle.net/1850/5958.

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Wright, Gena. "Consumer-to-Consumer Online Sharing of Co-Creative Advertising Campaigns." Thesis, University of Canterbury. Marketing, 2015. http://hdl.handle.net/10092/10817.

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This thesis aims to increase understanding of what motivates consumer-to-consumer (C2C) sharing of co-creative advertising campaigns on social media platforms. Consumer use of the Internet has increased immensely, and affects organisations due to the growth of consumer-to-consumer interactions, such as word-of-mouth. Word-of-mouth is a powerful form of advertising because of consumer trust in their social media networks, therefore, it is crucial for organisations to increase C2C sharing as a form of advertising, and in particular, co-creative advertising campaigns. To achieve this aim, this study used a grounded theory approach, to gather a comprehensive amount of data to discover theoretical propositions about the phenomenon. A total of ten unstructured depth interviews were conducted before theoretical saturation was reached. The results of the study found that consumer motivations to share co-creations online were pride, and to connect with others, conceptualised by social media self-presentation, and a consciousness of others. Whilst consumer motivations to participate in co-creative advertising campaigns were escapism and self-interest. The primary implication of these findings is understanding how organisations can influence consumer motivations to share co-creations online, hence, organisations advertising, by increasing personal connections that consumers can use to connect with others in consumer-to-consumer platforms online.

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Baird, Eleanor Coumont. "Targeted online advertising : persuasion in an era of massless communication." Thesis, Massachusetts Institute of Technology, 2008. http://hdl.handle.net/1721.1/44213.

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Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2008.
This electronic version was submitted by the student author. The certified thesis is available in the Institute Archives and Special Collections.
"June 2008."
Includes bibliographical references (p. 73-76).
In recent years, the decline of the mass media and the growth of a participatory and fragmented audience online have forced advertisers, agencies, and publishers to revise their thinking about delivering marketing messages to consumers. Changes in web technology and consumer behavior has, in many cases, increased opportunities to target advertising, yet how to make the most effective use of the web as a channel for commerce and communication has proven to be more elusive. This paper investigates the implications of this shift for consumers and industry; meaningful metrics for targeted ads; and the how, where and why of innovation in this field. Using this data, it also looks ahead to the future, and how evolving concepts of relevance and utility for consumers will shape online advertising in the years to come.
by Eleanor Coumont Baird.
M.B.A.

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Seguro, Deborah <1992&gt. "The Role of Online Advertising in Companies' Strategy: Nomination Case." Master's Degree Thesis, Università Ca' Foscari Venezia, 2016. http://hdl.handle.net/10579/8767.

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La tesi va ad analizzare, a livello teorico e pratico, gli aspetti delle campagne online advertising sulla rete di ricerca e display esui social network; per supportare le informazioni teoriche fornite, verrà anche affrontato un caso pratico, basato sulla mia esperienza di stage. Nello specifico, il primo capitolo tratta dell'evoluzione da traditional a digital advertising, sottolineando gli elementi che stanno supportando questa transizione come la diffusione di internet e quella della rete mobile, che rendono il mondo sempre più connesso e libero di accedere alle informazioni di cui ha bisogno. Il secondo capitolo parla dell'online advertising, del suo sviluppo, del suo metodo di funzionalmento e delle piattaforme che usa; in seguito, nel terzo capitolo, vengono analizzati nello specifico i meccanismi che regolano il funzionamento delle campagne Pay-Per-Click prendendo come esempi principali Google AdWords per la pubblicità sui motori di ricerca, e Facebook For Business ed Instagram Ads per la pubblicità sui social network. Nel quarto capitolo viene introdotta l'azienda presso cui sto svolgendo l'attività di tirocinio, TSW srl, una digital agency a Treviso: verrà analizzata la struttura dell'azienda, e tramite questo, il modo in cui viene supportato il cliente nella strutturazione di una strategia digitale: nel quinto e ultimo capitolo verrà analizzata, come caso pratico, la strategia di Nomination, azienda italiana leader mondiale nel settore dei gioielli in acciaio.

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Sládek, Ondřej. "Právní regulace online inzerce v České republice." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-193793.

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The thesis focuses on regulation of advertising on the Internet. The aim of the thesis is to evaluate the current state and position of public regulation of online advertising, both in general and on the example of Google advertising network. The approach to achieve defined goals is to first present a theoretical overview of the legal regulation of advertising with an emphasis on online advertising, followed by a case study showing the practical functioning of online advertising rules in Google AdWords accompanied by qualitative research involving relevant representatives of the online advertising market. The conclusion is an assessment of the rules of online advertising and evaluation of the legal rules' role in relation to it.

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Högström, Julia, and Ellen Wallin. "Programmatic Advertising: A Quantitative Study of Consumer Attitudes Towards Highly Frequent Online Ads." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-33990.

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Because of the adaptation to technological and social changes, the advertising environment is constantly evolving and today the central part of online advertising is called Programmatic advertising. It’s an automated media buying technique that involves targeting individual consumers in real-time. However, previous research shows that high frequency is one of the most important issues within programmatic advertising and not all ads bought programmatically is in frame of a good frequency. Furthermore, theories indicate that frequency influences consumers’ attitudes towards advertising, which lead to our research question: “How does high frequency exposure affect consumers’ attitudes towards programmatic advertising?” The purpose of this research is therefore to get a deeper understanding of how highly frequent exposure of programmatic advertising affect consumers’ attitudes towards it. We found that Irritation, Invasiveness, Likeability of relevance and Recognition are terms examined in previous studies related to individually targeted advertising or frequently exposed advertising. In order to carry out an explanatory research, we measured these variables including frequency with a quantitative survey and made statistical calculations such as correlation and regression analyses to see if our hypotheses were supported. The analyses indicated average causal relationships between Frequency and Irritation as well as between Frequency and Likeability of relevance whereas the causal relationships between Frequency and the other two variables were weak. We concluded based on our study that highly frequent exposed programmatic advertising is affecting consumer attitudes both positively with relevance, and negatively causing irritation. However, the relevance that comes with programmatic advertising generates a stronger feeling of likeability than of irritation.
Annonsering utvecklas ständigt, främst genom anpassning till tekniska och sociala förändringar, och idag kallas den centrala delen av onlineannonsering för Programmatisk annonsering. Det är en automatiserad metod för att köpa individuellt riktade annonser i realtid. Tidigare forskning visar dock att hög frekvens är ett av de viktigaste problemen inom programmatisk annonsering. Vidare indikerar tidigare teorier att frekvens influerar konsumenters attityder gentemot annonsering vilket ledde fram till vår problemformulering: “Hur påverkar hög frekvens av programmatisk annonsering konsumenters attityder?”. Vårt syfte med uppsatsen var därmed att få en djupare förståelse för hur frekvent exponering av programmatisk annonsering påverkar konsumenters attityder mot det. Vi konstaterade att Irritation, Inkräktande, Relevans och Igenkännande är termer som är granskade i tidigare forskning relaterat till individuell riktning av annonsering eller frekvent annonsering. För att kunna genomföra en förklarande undersökning mätte vi dessa variabler samt Frekvens i ett kvantitativt frågeformulär och gjorde statistiska uträkningar som korrelation - och regressionsanalyser för att se om vi har stöd för våra hypoteser. Analyserna indikerade ett medelstarkt kausalt samband mellan Frekvens och Irritation samt mellan Frekvens och Relevans medan de kausala sambanden mellan Frekvens och de två andra variablerna var svagt. Baserat på vår studie kunde vi dra slutsatsen att frekvent exponering av programmatisk annonsering påverkar konsumenters attityder både positivt genom relevans och negativt genom skapandet av irritation. Relevansen som kommer med programmatisk annonsering genererade dock högre uppskattning än känslan av irritation.

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Rios, Pino Luis Felipe. "Players Attitudes Towards In-Game Advertising." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655075.

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Los usuarios están protestando activamente contra los anuncios digitales invasivos descargando software de bloqueo de anuncios. Los desarrolladores de juegos recientes introducen publicidad dinámica e interactiva en mundos virtuales. En este contexto, videojuegos como el NBA2K18, lanzaron diferentes plataformas como vallas publicitarias y otros medios publicitarios dentro del juego. Este estudio tiene como objetivo analizar cómo es la experiencia del usuario en NBA2K18 con respecto a la participación de las marcas en él. Se posiciona en el paradigma interpretativo y se realizaron entrevistas semiestructuradas. Los participantes fueron 15 jugadores NBA2K18, considerados "Hard Core Players" cuyas edades oscilaron entre los 18 y los 25 años. Se estudiará MyCareer, un modo de juego en NBA 2K18. Los resultados muestran que todos los participantes estuvieron de acuerdo en que las marcas son necesarias en este juego, ya que ayudan a los jugadores a cumplir con todas sus fantasías. Las percepciones de los jóvenes giraban en torno a cómo las marcas les ayudaban a perseguir sus sueños. Las marcas en NBA2K18, no sometieron la experiencia del juego a sus objetivos; más bien, lo mejoran, para que los jugadores lo sientan mucho más cercano a la vida real.
Users are actively protesting against invasive digital ads by downloading adblocking software. Recent games developers introduce dynamic and interactive advertising into virtual worlds. In this context, video games like NBA2K18 launched different platforms like billboards and other advertising media within the game. This study aims to analyze how the user’s experience in NBA2K18 is regarding the participation of brands in it. It is positioned in the interpretive paradigm and semi-structured interviews were conducted. The participants were 15 NBA2K18 players, considered "hard-core players" whose ages ranged from 18 to 25. MyCareer, a game mode in NBA 2K18 will be studied. Findings show all participants agreed that brands are necessary in this game because help the players fulfilled every fantasy requirement. Young people's perceptions revolved around how the brands help them pursuing their dreams. Brands in NBA2K18, do not undergo the experience of the game; rather, they enhance it, so that players feel it much more like real life.
Tesis

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SHARMA, VINEY. "IMPACT OF FACEBOOK ADVERTISING IN CONSUNER'S PURCHASE DECISION." Thesis, DELHI TECHNOLOGICAL UNIVERSITY, 2021. http://dspace.dtu.ac.in:8080/jspui/handle/repository/18354.

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Facebook provides major value benefits to approaching 1 billion users around the globe. The company’s service has also played an important role in catalyzing political change throughout the world, and elsewhere, with long-run economic benefits that are incalculable. We project that Facebook’s worldwide user base will have grown to 1.9 billion by the end of 2018. No other company can boast a customer base that compares with this: when measured in terms of active users, worldwide reach or user engagement time, Facebook is quite simply off the scale. Facebook has also become deeply embedded in a bewildering range of websites and online services. Newspaper sites, music subscription services, internet television services, blogs and many other online service categories use Facebook’s public APIs to embed Facebook into their own service. With ‘Like’ buttons, sharing features and social apps users can enjoy Facebook wherever they are on the web, and they can also enjoy the best of the web while on Facebook. Facebook has also become an important part of the communications and marketing strategies of millions of businesses, large and small. Businesses use Facebook to keep users up to date, study user reaction to new products and measure the impact of general media events. Facebook Advertisers are increasing day by day. Most of the advertiser knows how to target their audience and what the Facebook best practices for Facebook ads are. People are growing their business with online reach. With the Facebook subsidiaries like Instargram, Whatsapp advertiser growing at a fast level. Now it is very important to understand that each business needs to be part of such online platforms and grow their business rapidly. Facebook Ads help them to grow. It is a unique and convenient way to reach your best potential customer throughout the world.

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Patriksson, Johan, David Javette, and Gustav Levin. "Revising Arising Advertising : A study on Generation Y’s perception to traditional and alternative advertising on news sites." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30305.

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Abstract Background Online Advertising is a continuously developing phenomenon, which helps several websites stay financially alive. However, online advertising tends to often be avoided by the consumers exposed to it, due to a number of perceived issues linked to online ads. One group of websites that are particularly dependent on advertising revenue are online news sites. Research on why people avoid ads have been conducted, but is limited to traditional online advertising approaches and older consumer segments, creating a gap which this thesis strives to fill. Purpose The purpose of this research is to investigate Generation Y’s perception of traditional advertising as well as in contrast to the new emerging alternatives. As a result of this, one main research question was formulated alongside with three subquestions. Method The research approach of this study consists of an exploratory research conducted through a multi-method approach with in-depth interviews and focus groups in order to find out how, why and what the subjects experience and perceive when exposed to advertising. Deciding on how to select the sample for the empirical study, the authors heavily focused on finding the appropriate number of participants that also fit suggested profile. In order to analyze the data, the framework analysis’ method and triangulation through multiple analysts was used. Conclusion This study came to the conclusion that most perceived issues, as those described in previous literature, remain for the most part accurate. The perceived issues of Goal Impediment and Ad Irritation are the major influencers for online ad avoidance. Native Advertising is successful in diminishing the perceived issues of Goal Impediment and Ad Irritation, but increased the negative perception of Ad Skepticism. Whitelist indicates to be a initiative that could diminish the issues resulting in Ad Avoidance, but lacks practical implementations.

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Bure, Nils, and Axel Pahne. "Online Behavioral Advertising : A Study of Privacy Concerns and Coping Behavior for Students in Sweden." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-72720.

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During recent years, the global digital transformation has led to changes in the advertising industry, where advertisers use new strategies to reach customers to advertise their products and services. Online behavioral advertising emerged as a new advertising process, which allowed companies to collect and use online behavior to create tailored personalized advertisements. Online behavioral advertising has led to privacy concerns. The purpose of this study is to examine the viewpoint on online behavioral advertising for students in Sweden. By reviewing previous literature on the subject of online behavioral advertising this study constructed statements that examined the attitude of students in Sweden on privacy concerns, privacy violations, advertising avoidance as well as advertising acceptance. This study examined this by sending out an online questionnaire to a sample of students attending LTU (Luleå University of Technology). By analyzing the empirical findings this study found that students are somewhat indifferent about statements on online behavioral advertising. They are somewhat concerned about their privacy but not as intensely as previous research would suggest. Students at LTU are also indifferent about avoiding these types of advertisements. Concerning advertising acceptance, students at LTU are somewhat indifferent and tilted towards disagreement regardless of how the argument is framed for allowing behavioral tracking.

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Salomatin, Konstantin. "Large-scale hierarchical optimization for online advertising and wind farm planning." Research Showcase @ CMU, 2013. http://repository.cmu.edu/dissertations/337.

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This thesis develops a framework to investigate and design novel optimization methods for two important problems: computational advertising (particularly, sponsored search) and wind farm turbine-layout planning. Whereas very different in specifics, both problems share some common abstractions. The existing solution in sponsored search is based on a greedy pay-per-click auction and is suitable only for advertisers seeking a direct response. It does not apply to advertisers who target certain numbers of clicks in a predefined time period. To address this new challenge, we introduce a unified optimization framework combining pay-per-click auctions and guaranteed delivery in sponsored search. Our new method maximizes the revenue of the search engine, targets a guaranteed number of ad clicks per campaign for advertisers willing to pay a premium, and enables keyword auctions for all others. Results combining revenue to the search engine and click rates for the advertisers show superior performance over strong baselines. The proposed framework is based on linear programming with delayed column generation for computational tractability at scale. We design a game theoretic approach to optimize the strategy for individual advertisers, i.e. to optimize their choices between auctions and guaranteed delivery, and analyze the behavior of the new market formed by our framework. Specifically, we introduce a new method for computing the approximate Nash equilibrium where an exact computation would prove computationally intractable. We rely on approximations of complex utility functions, a combination of simulated annealing and integer linear programming as our principled approach. Wind farm layout optimization is the selection of optimal locations for placement of large wind turbines taking into account factors such as topographical features, prevalent but non-constant wind direction and turbine-wake interference. Existing approaches are deficient in their inability to consider long distance turbine interference, changing wind speed and direction and multiple types of wind turbines in optimization. The dissertation develops an optimization framework based on a scalable divided-and-conquer strategy that enables scalability to real-world wind farm scales taking into account the aforementioned complexities in the optimization process. Essentially the process optimizes in a hierarchical manner at different levels of granularity. This hierarchical decomposition approach to optimization is common to both search-advertisement and wind-farm layout challenges.

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Jonsson, Amanda, and Ekeroth Julia Darnéus. "The Effectiveness of Personalised Advertising : An exploratory study on personalised advertising done on Facebook." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54413.

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Adams, Jonna, and Louise Gejrot. "Just another ad?" Thesis, Malmö högskola, Fakulteten för kultur och samhälle (KS), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-23051.

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Marketers often target women because they represent over half of the population in Canada and Sweden and because they are the purchasing agents for 85% of household items. Advertisers and marketers use targeted marketing on Social Media platforms in the hopes of engaging the audience enough to initiate a purchasing action. For this paper the goal was to understand the relationship between women aged 55+ and their attitudes and perception of targeted advertising, to see whether it was effective in engaging them as consumers. Through interviews and the think-aloud method we found that while the overall perception of online advertising was negative, in practice, the ads on their social media feed were either accepted as relevant ads, simply ignored/not noticed, or not recognized as advertising. Finally we conclude that because social media gives users the impression that they are in control of the content on their feed, the consequences may be that targeted advertising can influence audience’s perception of who they are, more than they think.

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Lindmark, Elin, and Elin Millberg. "Native advertising : from a consumer perspective." Thesis, Högskolan i Halmstad, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37160.

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Research questions:How do consumers perceive native advertising compared to other online advertising? How does the media channel affect native advertisements?How do consumers receive native advertising? Purpose:The purpose of this study is to examine native advertising from a consumer perspective. A research will be done about how consumers perceive native advertising compared to other online advertising, how the media channel affects native advertisements and how consumers receive native advertising. Four different hypotheses are used to examine the research questions, which will entail new insights within the subject native advertising. Theoretical framework:The theoretical framework of this thesis consists of theories which are related to the research area native advertising. The main theories are about online advertising, native advertising, consumer perception, credibility and media source impact. Method:This study has a quantitative and deductive approach. An experiment was performed with a between-subject design where two surveys were used. The surveys were distributed by email and the primary data collection included responses from 106 respondents. The data analysis was performed through various diagrams, t-tests and Pearson's correlation test. Empirical findings:The empirical findings present the data from the experimental surveys through tables, diagrams and text. The results are based on 16 items with answer options which represented a Likert scale, one item with a two option answer and two open questions. Conclusion:In the conclusion, the research questions are responded. The results from the empirical findings show a more positive perception of native advertisements compared to banners from a consumer perspective. The media channel did not have any impact on the perceived credibility of a native advertisement. The results show that the respondents received native advertising as obvious advertising and therefore they did not feel persuaded by this kind of advertising.

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Dissertations / Theses on the topic 'Online advertising'

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