DOCSLIB.ORG

E-Marketing TABLE of CONTENTS 1. Course Outline

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
E-Marketing TABLE of CONTENTS 1. Course Outline E-marketing TABLE OF CONTENTS 1. Course outline ......................................................................................................................................... 2 2. Introduction to e-Marketing .............................................................................................................. 3 2.1. Introduction to e-marketing ........................................................................................................................... 3 2.2. Other types online businesses ........................................................................................................................ 5 2.3. Benefits and objectives of e-marketing ..................................................................................................... 5 3. E-marketing concepts ........................................................................................................................... 7 3.1. Application of Internet in business and exchanging marketing communication .................. 7 3.2. Forms of e-marketing (B2C, B2B, C2B, C2C) ........................................................................................... 8 3.3. Success factors for e-marketing .................................................................................................................... 9 4. Fundamentals of e-Marketing ............................................................................................................ 9 4.1. Advertising in e-Marketing .............................................................................................................................. 9 6.1. Communication on Internet ......................................................................................................................... 16 6.2. e-business intelligence and internet marketing research ............................................................. 17 6.3. pricing in online markets ............................................................................................................................... 20 6.4. online product development ........................................................................................................................ 22 7. E-Market Structures ........................................................................................................................... 23 7.1. Impact of e-marketing on market structures ....................................................................................... 24 7.2. Types of e-market places ............................................................................................................................... 25 7.3. Architecture/modules of an e-marketplace ........................................................................................ 26 8. Implementing e-marketing in the online marketplace (e-marketplace) ........................ 27 8.1. E-marketing strategies .................................................................................................................................... 27 8.2. Managing your online marketplace for success ................................................................................. 27 9. Developing and Advertising an E-shop ........................................................................................ 28 9.1. Strategies for designing a web portal for e-shop ............................................................................... 28 9.2. Design tools and their applications .......................................................................................................... 29 9.3. Marketing your e-shop .................................................................................................................................... 30 10. Glossary of terms .............................................................................................................................. 35 E-marketing , Geoffrey G. Kamau 1 Course outline KABARAK UNIVERSITY COURSE CODE: MKTG 323 COURSE NAME: e-MARKETING LECTURER: KAMAU GG Email: [email protected] Pre-requisite: Student must have covered introductory units to Management, ICT Applications and Introductory Units to Marketing . COURSE OBJECTIVES The objectives of this course are to enable students to: 1. Understand concepts of e-marketing 2. Appreciate Internet as a tool for efficiency and effectiveness in exchanging marketing communication 3. Explain the concept of merger of marketing and ICT in the online space 4. Distinguish various forms of e-marketing (B2C, B2B, C2C, C2B) 5. Discuss fundamentals of e-marketing space (Advertising, Communication on Internet, e-business intelligence and internet marketing research, pricing in online markets, online product development) 6. Identify and explain e-marketplace structures (dis/re-intermediation of e- marketplaces, types of market places, vertical verus horizontal e-marketplaces, online catalogues, online exchanges, online auctions, architecture/modules of an e- marketplace) 7. Implement e-marketing in the online marketplace (e-marketplace): strategies - identifying opportunities, planning, execution, managing your online marketplace for success) 8. Design an e-shop: Strategies for designing a web portal for e-shop, design tools and their applications, going live on e-shop 9. Market an e-shop through online marketing search engines, viral marketing, database marketing, data mining, one-to-one marketing and customer, etc. COURSE CONTENT 1. Week 1-2: Introduction to e-marketing (definitions, evolution of internet, evolution of e-marketing, evolution of ICT, media convergence in technologies); other types online businesses (e-businesses) – e-procurement, e-commerce, e-entrepreneurship, etc. 2. Week3: Application of Internet in business and exchanging marketing communication, 3. Week4: Merger of marketing and ICT in the online space 4. Week4: Forms of e-marketing (B2C, B2B, C2C, etc) 5. Week5: Fundamentals of e-marketing (Advertising, Communication on Internet, e- business intelligence and internet marketing research, pricing in online markets, online product development) E-marketing , Geoffrey G. Kamau 2 6. Week6: E-marketplace structures (dis/re-intermediation of e-marketplaces, types of market places, vertical versus horizontal e-marketplaces, online catalogues, online exchanges, online auctions, architecture/modules of an e-marketplace) 7. Week7: Implementing e-marketing in the online marketplace (e-marketplace): strategies - identifying opportunities, planning, execution, managing your online marketplace for success) 8. Week8: CAT2 (Sit-in) 9. Week9-10: Practical on design of an e-shop: Strategies for designing a web portal for e- shop, design tools and their applications, going live on e-shop 10. Week11: Marketing your e-shop (online marketing search engines, viral marketing, database marketing, data mining, one-to-one marketing and customer, etc.) 11. Week12-13: E-shop project presentation (CAT 3) ASSESSMENT CATS (Individual assignments/group assignment (CAT1), sit-in CAT2, Project CAT3) 30% FINAL EXAM 70% TOTAL 100% REFERENCES (Recommended) Chen, S. (2005). Strategic Management of e-Business, 2 nd edn. West Sussex: John Wiley & Sons Kenneth C., Traver, C.G. (2009). E-commerce, business, technology, society; 4 th edn . New Delhi: Pearson Education. And any other texts on the subject 1. Introduction to e-Marketing Introduction to e-marketing (definitions, evolution of internet, evolution of e-marketing, evolution of ICT, media convergence in technologies); other types online businesses (e- businesses) – e-procurement, e-commerce, e-entrepreneurship, etc. 1.1. Introduction to e-marketing Definitions Marketing refers to the activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, consumers, and society at large. It involves product development, pricing, placement (or distribution) and promotion (selling activities). eMarketing or electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms eMarketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous. E-marketing , Geoffrey G. Kamau 3 eMarketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers. It includes all the activities a business conducts via the Internet with the aim of attracting new business, retaining current business and developing its brand identity. Traditional Marketplaces versus e-Marketplaces A marketplace is the space, actual, virtual or metaphorical, in which a market exchanges (buying and selling) take place. A traditional marketplace is a marketplace in the 'real world' in which products and services are provided and consumed such as a market square in a city square or in a village where traders set up stalls and buyers browse the merchandise. This kind of market is very old, and countless such markets are still in operation around the whole world. It may also be a traditional physical shop in a street. Online marketplaces (e-marketplace or e-marketspaces) are virtual markets in the Internet where remote sellers and buyers can transact, for example eBay, a globally available virtual auction house for products. The Internet has also enabled other marketplaces to thrive by connecting buyers and sellers
Load more

Recommended publications
  • Online Advertising
    Online advertising From Wikipedia, the free encyclopedia Jump to: navigation, search This article may require cleanup to meet Wikipedia's quality standards. Please improve this article if you can. (July 2007) Electronic commerce Online goods and services Streaming media Electronic books Software Retail product sales Online shopping Online used car shopping Online pharmacy Retail services Online banking Online food ordering Online flower delivery Online DVD rental Marketplace services Online trading community Online auction business model Online wallet Online advertising Price comparison service E-procurement This box: view • talk • edit Online advertising is a form of advertising that uses the Internet and World Wide Web in order to deliver marketing messages and attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, advertising networks and e-mail marketing, including e-mail spam. A major result of online advertising is information and content that is not limited by geography or time. The emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy. Online video directories for brands are a good example of interactive advertising. These directories complement television advertising and allow the viewer to view the commercials of a number of brands. If the advertiser has opted for a response feature, the viewer may then choose to visit the brand’s website, or interact with the advertiser through other touch points such as email, chat or phone. Response to brand communication is instantaneous, and conversion to business is very high. This is because in contrast to conventional forms of interruptive advertising, the viewer has actually chosen to see the commercial.
    [Show full text]
  • Online Banner Advertising: a Study of Consumer Responses to Various Factors
    Arts and Design Studies www.iiste.org ISSN 2224-6061 (Paper) ISSN 2225-059X (Online) Vol 1, 2011 Online Banner Advertising: A study of Consumer Responses to Various Factors Zia-ul-haq Assistant Professor, Department of Management & Commerce, Maulana Azad National Urdu University Hyderabad India.500032. email : [email protected] Abstract This study explores the role of the celebrity endorsement in consumer attitude formation and behavioral intention on the Web. The purpose of this paper is to identify how the various factors and interactivity influence attitude toward the target ads and click-through intention. The findings indicate that the celebrity factor of the online advertising possibly play not only the role of leverage as causal effect when consumers form their attitude toward the banner advertising, but also that theses factors indirectly influence click- through intention. Key words: online banner, attitude, celebrity, animation 1. Introduction With the development of the digital devices and computer software, various formats of advertising have been introduced in advertisements. This trend includes traditional TV commercials as well as online advertising. For example, 3D animation in which is combined with dazzling these techniques (e.g., animation, animation message and text information, etc.), is dominant in Online advertising, with these techniques still developing. While complex these tools are said to confuse consumers in their understanding of the originally intended communication messages, it is empirically proven that those heuristic elements evoke positive consumer attitudes and behaviors in the Online advertising environment. Interactive settings in banner advertisements are another these appeal to the online advertising. Interactivity could be an effective tool for the online advertising because the Online makes two-way communication possible.
    [Show full text]
  • Structural Holes and Banner-Ad Click-Throughs
    Technology and Investment, 2013, 4, 30-44 http://dx.doi.org/10.4236/ti.2013.41005 Published Online February 2013 (http://www.scirp.org/journal/ti) Structural Holes and Banner-Ad Click-Throughs Starling David Hunter III1*, Ravi Chinta2 1Tepper School of Business, Carnegie Mellon University, Pittsburgh, USA 2Williams College of Business, Xavier University, Cincinnati, USA Email: *[email protected], [email protected] Received September 12, 2012; revised October 17, 2012; accepted October 25, 2012 ABSTRACT This paper examines the impact of social capital on advertising performance in an online social network. Specifically, we show that a widely-employed measure of social capital—network constraint—explains variation in the number of click-throughs received by 5986 banner advertisements appearing on 25 Twitter-related websites. As predicted, banner advertisements receive significantly more clicks when placed on websites that bridge structural holes, i.e. bridge other- wise disconnected segments of the network. Keywords: Online Advertising; Social Network Analysis; Social Capital; Social Networking; Twitter, Social Media; Banner Advertisements; Click-Through 1. Introduction ing?” The idea of taking money to run traditional banner ads Successful advertising models for online social networks on Twitter.com has always been low on our list of in- are proving elusive [1]. Last year Google co-founder Ser- teresting ways to generate revenue. However, facilitating gey Brin expressed some disappointment with the pace connections between businesses and individuals in and performance of his firm’s social network advertising meaningful and relevant ways is compelling. We’re go- efforts. ing to leave the door open for exploration in this area.
    [Show full text]
  • Web Banner Advertising Agreement This Will Serve As the Contract Between American Probation and Parole Association (APPA Or Publisher) and the Advertiser (Client)
    Web Banner Advertising Agreement This will serve as the contract between American Probation and Parole Association (APPA or Publisher) and the Advertiser (Client). The Publisher agrees to display banners on the www.appa-net.org website home page for the time frame and frequency indicated on the Order Form. Client agrees to provide the Publisher with electronic files of banner artwork according to the specifications described below. Client will be invoiced upon placement of the advertisement on APPA's website. Payment is due upon receipt of invoice. Accounts not paid within 30 days will have future scheduled advertisements canceled until full amount is received. APPA reserves the right to reject questionable or objectionable advertising. APPA does not guarantee any given level of hits, views or impressions of ads placed on the website. Client assumes liability for the contents of all advertisements and agree to indemnify the Publisher against any damages and related expenses (including attorneys fees) arising out of such publication. The Publisher shall have no liability for failure to execute accepted advertising orders because of governmental restrictions, acts of God, accidents, fires, internet outages or any other cause beyond Publisher's control affecting production or distribution. Publisher shall have no liability for damages if, for any reason, APPA fails to publish an advertisement. Publisher will not be bound by any conditions on contracts, orders or instructions when such conditions conflict with Publisher's policies. The terms and conditions contained in this Agreement supersede all prior oral or written understandings between the parties and constitute the entire agreement between them concerning the subject matter of this Agreement and shall not be contradicted, explained or supplemented by any course of dealing between Publisher or any of its affiliates and Agent or any of its affiliates.
    [Show full text]
  • Media Kit Rate Card
    MEDIA KIT RATE CARD WWW.LUXXU.NET/BLOG About Luxxu’s Blog Luxxu’s Blog is the inspiration you need to hold the unique world of luxury. We write about trends in the connection between luxury design and luxury lifestyle. Find out the best of luxury design world and be the first to know what Luxxu has for you! 2 Readers Profile Display Format READERSHIP Annual 240.000 Monthly 20.000 PAGE IMPRESSIONS PER MONTH 5.10 MOBILE USERS PER MONTH 7.500 (mobile + tablet) MONTHLY UNIQUE USERS 10.000 OCCUPATION Interior Designers | Architects | Decorators * Also available in version mobile and tablet Design and Decor Lovers | Luxury Lovers Fashion Lovers | Travel Lovers > 1 500 > 450 > 1 700 3 Readers Profile Display Format TOP 10 COUNTRIES Others 28,13% Australia 1,45% USA Italy 40,94% 1,77% China 1,80% France 2,15% India UK 2,19% 8,31% Germany 2,58% Portugal 5,65% Canada 5,03% 4 Advertising Formats Display Format 1 Leaderboard Banner Custom Custom Site Skin 3 Custom Medium Rectangle 4 Custom 5 Advertising Formats Display Format 2 Half Page Ad Custom Premium Sponsorship 5 (4x Square Banner) 6 Small Rectangle Ad 7 Footer Costum 6 Rate Card Display Format PLACEMENT VALUE 1 - Leaderboard Banner Custom 150 € Prices are based on supplied web banners within 2 - Half Page Ad Custom 250 € the specifications required. 3 - Custom Site Skin Custom 500 € 4 - Medium Rectangle Custom 150 € Minimum is 3 months. (Discount 5% - 6 months / 5 - Square Banner Custom 100 € 10% - 12 months) New York Design Agenda 5 - Premium Sponsorship (4x Square Banner) 200 € graphic team can assist with the graphic design 6 - Small Rectangle Ad 200 € and layout of the web banner for an additional 7 - Footer Custom 150 € 150€ per web banner.
    [Show full text]
  • MMA Mobile Advertising Guidelines
    Mobile Advertising Guidelines Version 5.0 Mobile Marketing Association Mobile Advertising Guidelines 1.0 Overview .................................................................................................................................. 2 2.0 Mobile Web .............................................................................................................................. 3 2.1 Mobile Web Advertising Unit Definitions ......................................................................... 3 2.2 Mobile Web Banner Ad Specifications ............................................................................ 3 2.3 Mobile Web Advertising Content - Creative Design Principles ........................................ 6 2.4 Mobile Web Advertising Insertion and Delivery ............................................................... 6 3.0 Text Messaging (SMS) ............................................................................................................. 7 3.1 SMS Advertising Unit Definitions .................................................................................... 7 3.2 Initial SMS Ad Specifications .......................................................................................... 7 3.3 Complete SMS Ad (Full Message) Specifications ........................................................... 8 3.4 SMS Advertising Insertion and Delivery .......................................................................... 8 3.5 Creative Design Principles .............................................................................................
    [Show full text]
  • Exhibitor Marketing Kit
    WESTEConline.com #westec EXHIBITOR MARKETING KIT FEATURING 1 LINKS TO WHAT SEPARATES WHAT’S INSIDE SUCCESSFUL EXHIBITS •• Banner Ads & Logos FROM THE AVERAGE ONES? •• Customized Email Campaigns Success starts with a well-thought-out plan. And to help you in your planning, we •• Directory & Manufacturing Engineering® developed a number of marketing tools you can use to get the most from your Magazine Advertising experience at WESTEC. •• Directory & New Product Information This Marketing Kit identifies numerous ways for you to promote your exhibit at the •• Guest Passes event, reach new prospects, and raise your company’s profile in the media and •• Marketing Checklist industry. Here are some examples: •• Online Exhibitor Directory Upgrades •• Pre-Registered Attendee List •• Press Conference Request Form •• SME Masterfile List •• Social Media •• Sponsorship Opportunities Free Print and Online Free Customized Event Mailing List Rental… Directory Listings Email Campaigns Sponsorships And much more WESTEC is the industry’s premier manufacturing event that attracts the world’s most successful companies. Your participation adds value to WESTEC and we are here to help you get the maximum return on your investment. Welcome to WESTEC! QUESTIONS? Please call 800.733.3976 or 313.425.3000 or email us at [email protected]. 2 MARKETING: A LITTLE SELF-PROMOTION, A LOT OF LEADS. Thousands of participants are expected at WESTEC. To ensure you get the traffic to your booth and visibility for your brand, make certain you include both pre- and post-show marketing in your plan. Here’s an outline to help you take advantage of the promotions available to you. You’ll find details for each in the following pages, or with a simple click.
    [Show full text]
  • A Mobile Advertising Overview July 2008
    IAB Platform Status Report: A Mobile Advertising Overview July 2008 A series of papers that will lead the way to a vigorous and healthy industry with commonly adopted terminology, practices and standards. Platform Status Report: A Mobile Display Advertising Overview Table of Contents Executive Summary 1 Mobile Market Overview 1 What is Mobile Interactive Advertising? 4 Comparisons with Internet Advertising 4 Comparison With Traditional Internet 5 On-Device Mobile Display Advertising 6 Off-Device Mobile Display Advertising 6 Mobile Ecosystem, Platforms, and Experiences 8 The Role of the Carrier 9 Device Types 9 Common Mobile Creative Types, Placements, and Targeting 10 Creative Types 11 Placements. 13 Targeting 14 Mobile Campaign Pricing Models and Costs 14 Pricing Models 14 Campaign Costs 14 Opportunities & Challenges 15 Opportunities 15 Challenges: 16 The Future 17 Who is the IAB Mobile Advertising Committee? 19 Appendix A: Definitions & Nomenclature 21 Platform Status Report: A Mobile Advertising Overview Executive Summary Mobile advertising is one of the most exciting new frontiers in interactive advertising in the US. As the In- ternet is reinvented on mobile devices—smaller, more personal and personalized, ubiquitously accessible— established forms of interactive advertising will also evolve as they migrate from PCs to mobile devices. This document offers advertisers and agencies a guide to this emerging platform in the US. Mobile adver- tising opportunities span a broad range from search to messaging to in-game placements. This first IAB Mobile Platform Status Report will focus on mobile display advertising, examining this dynamic market as it stands during the summer of 2008. It illustrates mobile advertising considerations and outlines advertising opportunities for mobile devices, from the perspective of established interactive advertising on the Web.
    [Show full text]
  • 9 Online Advertising 9.1 Concept Online Advertising, Also Called Internet Advertising, Uses the Internet to Deliver Promotional
    9 Online advertising 9.1 Concept Online advertising, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server who technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser. Online advertising is a large business and is growing rapidly. In 2011, Internet advertising revenues in the United States surpassed those of cable television and nearly exceeded those of broadcast television. In 2012, Internet advertising revenues in the United States totaled $36.57 billion, a 15.2% increase over the $31.74 billion in revenues in 2011. Online advertising is widely used across virtually all industry sectors. Despite its popularity, many common online advertising practices are controversial and increasingly subject to regulation. Furthermore, online ad revenues may not adequately replace other publishers' revenue streams. Declining ad revenue has led some publishers to hide their content behind pay walls. 9.2 Delivery Methods 9.2.1 Display advertising Display advertising conveys its advertising message visually using text, logos, animations, videos, photographs, or other graphics. Display advertisers frequently target users with particular traits to increase the ads' effect. Online advertisers (typically through their ad servers) often use cookies, which are unique identifiers of specific computers, to decide which ads to serve to a particular consumer.
    [Show full text]
  • Can You Believe It's Been 50 Years?
    You are invited to the Wilson Class of 1967 50-Year Reunion REUN ION Dear Classmate, As unbelievable as it seems, it was 50 years ago in June that P.O. Box 40527 we left the halls of Wilson High School and went out into the Bellevue, WA 98015 425-644-1044 • 800-954-1044 world – a group of confident and naive 17 and 18 year olds Fax 425-644-0691 seeking life’s next journey. Visit ReunionsWithClass.com: We know the past 50 years have brought a wide variety Make your reservation of events and experiences into our lives. Each of us has Submit memory book bio grown and changed. Each has discovered the complexities Connect with classmates of life beyond our high school halls. So, come join us in a and encourage them to attend celebration of the friendships that have shaped us and the this milestone reunion! memories that remain. Help locate “lost” classmates Request songs You’ll be missed if you don’t attend, so come and help make View “In Memoriam” our 50-Year Reunion one to remember. Update your information See you there! Check FAQs Class of 1967 Reunion Committee View a map to event location Can you50 believe it’s been 50 years? WilsonHigh School Class of 1967 50-Year Reunion Celebration The main event What we need from you When & where Participate in the memory book Friday, August 4, 2017 Be sure to submit your “Classmate Catch-Up” form for rd 6:30 pm - 11:30 pm the memory book by July 3 whether you order the book or not.
    [Show full text]
  • Strategic Marketing Virtual Workshop Series
    8/4/2020 FMS > 2020 WBA Marketing Workshop Strategic Marketing Virtual Workshop Series Presented by Sean Hockenbery, President Amber Farley, EVP Emerging Media Financial Marketing Solutions July 2020 Workshop Agenda Session 1: Session 2: FMS > Today’s Marketplace Strategy Development Understanding Brand Creative Messaging Content Development Session 3: Session 4: Delivery Channels Earned Media Owned Media Implementation Paid Media Measurement Strategic Marketing Workshop: Session 31 8/4/2020 Delivery Channels The optimal Website Owned Mobile App marketing mix. Blog Social Channels Media FMS > Earned Paid Traditional Shares Sponsorships Mentions Media Media Pay-Per-Click Reviews Display Ads Media coverage Social Ads Guests posts Retargeting Influencers (free) Paid Influencers Direct Internal Channels Strategic Marketing Workshop: Session 32 8/4/2020 Branch Network FMS > Branch Network FMS > Strategic Marketing Workshop: Session 33 8/4/2020 Branch Network FMS > Branch Network Strategic Marketing Workshop: Session 34 8/4/2020 Branch Touch Points Digital Lobby Screens Architecture FMS > Posters Slip sheets Flyers Brochure Racks Drive Thru Envelopes Drive Thru Banners Drive Thru Tubes Branch Touch Points Have a branch standard guideline FMS > Keep it clean! Create an experience Equip your team Strategic Marketing Workshop: Session 35 8/4/2020 Branch Network 2020 Marketing & Cross Sell Matrix Jan Feb Mar Apr May Jun Jul Aug Sep Oct Retail Merchandising Posters Slip Sheet/Take One Drive Thru Banners ATM Marketing Screen Lobby Screen Ads Digital
    [Show full text]
  • Online Display Advertising Markets
    Online Display Advertising Markets: A Literature Review and Future Directions Hana Choi∗ Carl Melay Santiago R. Balseiroz Adam Learyx September 26, 2019 Abstract 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 so, we take an interdisciplinary view, drawing connections among diverse streams of theoretical and empirical research in information systems, marketing, economics, operations, and computer science. By providing an integrated view of the display advertising ecosystem, we hope to bring attention to the outstanding research opportunities in this economically consequential and rapidly growing market. Keywords: Display Advertising, Literature Review, Real-Time Buying, Programmatic Buy- ing, Real-Time Bidding JEL Classification Codes: M3, L1 ∗Assistant Professor of Marketing at the Simon School of Business, University of Rochester (email: [email protected], web: hanachoi.github.io). yThe T. Austin Finch Foundation Professor of Business Administration at the Fuqua School of Business, Duke University (email: [email protected], phone: 919-660-7767, web: faculty.fuqua.duke.edu/~mela). zAssociate Professor of Business Administration at the Graduate School of Business, Columbia University (email: [email protected], web: www.columbia.edu/~srb2155). xVP, Applied Machine Learning Group at CBS Interactive (email: [email protected]). The authors thank Garrett Johnson for helpful comments and suggestions. 1 Introduction According to the Interactive Advertising Bureau (IAB herein) report, display advertising (ad herein) totaled $49:8 billion in the US in 2018, up from the $39:4 billion reported in FY 2017.1 This double- digit growth rate (26%) is fueled by the upswing in mobile browsing, social media activities, video ad formats, and the developments in targeting technology.
    [Show full text]