This paper summarizes the display advertising literature, organizing the content by the
agents in the display advertising ecosystem, and proposes new research directions. In doing …

Omnichannel marketing is often viewed as the panacea for one-to-one marketing, but this
strategic path is mired with obstacles. This article investigates three challenges in realizing …

The integration of technology in business strategy increases the complexity of marketing
communications and urges the need for advanced marketing performance analytics. Rapid …

The most significant progress in recent years in online display advertising is what is known
as the Real-Time Bidding (RTB) mechanism to buy and sell ads. RTB essentially facilitates …

Advertisers employ various channels to reach customers over the Internet, who often get in
touch with multiple channels along their “customer journey.” However, evaluating the degree …

Firms make significant marketing investments in online, mobile and offline media and
channels such as search engines, social media, e-mail, display advertising, print, TV, etc., to …

Uplift modeling is an important yet novel area of research in machine learning which aims to
explain and to estimate the causal impact of a treatment at the individual level. In the digital …

Billions of online display advertising spots are purchased on a daily basis through real time
bidding exchanges (RTBs). Advertising companies bid for these spots on behalf of a …

Online advertisers often utilize multiple publishers to deliver ads to multihoming consumers.
These ads often generate externalities and their exposure is uncertain, impacting …

In this paper, we address the problem of advertising attribution by developing a Hidden
Markov Model (HMM) of an individual consumer's behavior based on the concept of a …