Online display advertising markets: A literature review and future directions
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 …
agents in the display advertising ecosystem, and proposes new research directions. In doing …
Design choices: Mechanism design and platform capitalism
Mechanism design is a form of optimization developed in economic theory. It casts
economists as institutional engineers, choosing an outcome and then arranging a set of …
economists as institutional engineers, choosing an outcome and then arranging a set of …
Personalized advertising computational techniques: A systematic literature review, findings, and a design framework
I Viktoratos, A Tsadiras - Information, 2021 - mdpi.com
This work conducts a systematic literature review about the domain of personalized
advertisement, and more specifically, about the techniques that are used for this purpose …
advertisement, and more specifically, about the techniques that are used for this purpose …
Real-time bidding in online display advertising
A Sayedi - Marketing Science, 2018 - pubsonline.informs.org
Display advertising is a major source of revenue for many online publishers and content
providers. Historically, display advertising impressions have been sold through …
providers. Historically, display advertising impressions have been sold through …
Targeting and signaling in ad auctions
Modern ad auctions allow advertisers to target more specific segments of the user
population. Unfortunately, this is not always in the best interest of the ad platform–partially …
population. Unfortunately, this is not always in the best interest of the ad platform–partially …
Optimizing mobile in-app advertising effectiveness using app publishers-controlled factors
V Truong - Journal of Marketing Analytics, 2023 - Springer
Mobile in-app advertising has become one of the most popular business advertising
platforms in recent years. This relatively new advertising strategy's annual spending has …
platforms in recent years. This relatively new advertising strategy's annual spending has …
An integrated effectiveness framework of mobile in-app advertising
VNX Truong, M Nkhoma… - Australasian Journal of …, 2019 - journal.acs.org.au
Advertising in mobile apps has recently become one of the most popular advertising
channels for businesses when its annual revenue has rapidly increased year over year. On …
channels for businesses when its annual revenue has rapidly increased year over year. On …
Revenue management and the rise of the algorithmic economy
I Lobel - Management Science, 2021 - pubsonline.informs.org
Revenue management has evolved over the years from its origins in the airline industry into
a much broader discipline that analyzes algorithmic methods for demand and marketplace …
a much broader discipline that analyzes algorithmic methods for demand and marketplace …
Boosted second price auctions: Revenue optimization for heterogeneous bidders
N Golrezaei, M Lin, V Mirrokni… - Proceedings of the 27th …, 2021 - dl.acm.org
The second price auction has been the prevalent auction format used by advertising
exchanges because of its simplicity and desirable incentive properties. However, even with …
exchanges because of its simplicity and desirable incentive properties. However, even with …
[图书][B] Optimization of operational decisions in digital advertising: A literature review
The digital advertising industry has witnessed an impressive explosion since its inception.
With Internet advertising revenues already at over $200 billion, the projections are for …
With Internet advertising revenues already at over $200 billion, the projections are for …