Annual Report 2016
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The Value of Behavioral Targeting By
The Value of Behavioral Targeting by Howard Beales1 This study seeks to provide an initial understanding of the effect of behaviorally targeted advertising on advertising rates and revenues. A survey of twelve ad networks was conducted to obtain quarterly data on pricing (CPM data), conversion rates, and revenues across various types of ad segments (run of network advertising and behavioral advertising). The survey results reveal three key findings: (1) Advertising rates are significantly higher for behaviorally targeted ads. The average CPM for behaviorally targeted advertising is just over twice the average CPM for run-of-network advertising. On average across participating networks, the price of behaviorally targeted advertising in 2009 was 2.68 times the price of run of network advertising. (2) Advertising using behavioral targeting is more successful than standard run of network advertising, creating greater utility for consumers from more relevant advertisements and clear appeal for advertisers from increased ad conversion. (3) Finally, a majority of network advertising revenue is spent acquiring inventory from publishers, making behavioral targeting an important source of revenue for online content and services providers as well as third party ad networks. This study was sponsored by the Network Advertising Initiative (NAI). The NAI is a coalition of more than 40 leading online marketing companies committed to building consumer awareness and reinforcing responsible business and data management practices and standards. For a description of the NAI and a list of its members, see http://www.networkadvertising.org/index.asp (last visited Mar. 3, 2010). 1. Howard Beales has been an Associate Professor at the School of Business at George Washington University since 1988. -
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Table of Contents UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 Form 20-F (Mark One) ¨ REGISTRATION STATEMENT PURSUANT TO SECTION 12(b) OR 12(g) OF THE SECURITIES EXCHANGE ACT OF 1934 or x ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 For the fiscal year ended December 31, 2013. or ¨ TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 For the transition period from to or ¨ SHELL COMPANY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934 Date of event requiring this shell company report Commission file number: 000-51469 Baidu, Inc. (Exact name of Registrant as specified in its charter) N/A (Translation of Registrant’s name into English) Cayman Islands (Jurisdiction of incorporation or organization) Baidu Campus No. 10 Shangdi 10th Street Haidian District, Beijing 100085 The People’s Republic of China (Address of principal executive offices) Jennifer Xinzhe Li, Chief Financial Officer Telephone: +(86 10) 5992-8888 Email: [email protected] Facsimile: +(86 10) 5992-0000 Baidu Campus No. 10 Shangdi 10th Street, Haidian District, Beijing 100085 The People’s Republic of China (Name, Telephone, Email and/or Facsimile number and Address of Company Contact Person) Securities registered or to be registered pursuant to Section 12(b) of the Act: Title of Each Class Name of Each Exchange on Which Registered American depositary shares (ten American depositary shares representing one Class A ordinary share, The NASDAQ Stock Market LLC par value US$0.00005 per share) (The NASDAQ Global Select Market) Class A ordinary shares, par value US$0.00005 per share* The NASDAQ Stock Market LLC (The NASDAQ Global Select Market) * Not for trading, but only in connection with the listing on The NASDAQ Global Select Market of American depositary shares. -
Introduction of ADOP for Publishers CONTENTS
ADVERTISEMENT DISTRIBUTION OPTIMIZATION PLATFORM Introduction of ADOP for publishers CONTENTS PART 01 PART 02 PART 03 Introduction Key Benefits Products - High-end Platforms - Display Ad - Ad Revenue Optimization - Native Ad - Video Ad - In-App Ad PART 1 Introduction PART 01 : Introduction PART 02 PART 03 ADOP Business Part ADOP is a company that encompasses both DSP and SSP. Advertiser ADOP Publisher DSP SSP ● Offer the Service for Publisher - Web/App - Platform, Mideation, Integration of Ad Network, Technical ● Using various audience targeting support, etc. - ongoing campaigns for Web/App Display AD, Video AD, Native Ad ● The only Google Certified Publishing Partner(GCPP) - provide the report of the campaigns - to offer solutions related to Google : Google products, Google policies, technology updates, etc. ADOP is the Global Leading Ad-tech Corporation. ADOP Global Networking ADOP Key Factors & Figures Demand Technology Publisher Source Premium Global More than 2,000 Publishers Full-Holistic AD Serving Demand Partnership - inside/outside of the country 1,700 11,000 Publishers Inventories Head Office Overseas Branches 10 billion 6 billion Requests Impressions 8 Countries Global Networks 40(Google, Facebook etc.) Global DSP Partnership PART 01 : Introduction PART 02 PART 03 Partnerships with Global Leading Companies Google: GCPP (Google Certified Publishing Partner) of Korea, Indonesia, Thailand, Vietnam Facebook(Header Bidding): The ONLY Official Wrapper Partner in Korea Certified Publishing Partner Official Wrapper Partner • In the event of an issue, we can solve it quickly to contact Google and Facebook. • We can get updates and business information on Google and Facebook the fastest. • We have the most opportunities to test new products of Google and Facebook. -
Google/ Doubleclick REGULATION (EC) No 139/2004 MERGER PROCEDURE Article 8(1)
EN This text is made available for information purposes only. A summary of this decision is published in all Community languages in the Official Journal of the European Union. Case No COMP/M.4731 – Google/ DoubleClick Only the English text is authentic. REGULATION (EC) No 139/2004 MERGER PROCEDURE Article 8(1) Date: 11-03-2008 COMMISSION OF THE EUROPEAN COMMUNITIES Brussels, 11/03/2008 C(2008) 927 final PUBLIC VERSION COMMISSION DECISION of 11/03/2008 declaring a concentration to be compatible with the common market and the functioning of the EEA Agreement (Case No COMP/M.4731 – Google/ DoubleClick) (Only the English text is authentic) Table of contents 1 INTRODUCTION .....................................................................................................4 2 THE PARTIES...........................................................................................................5 3 THE CONCENTRATION.........................................................................................6 4 COMMUNITY DIMENSION ...................................................................................6 5 MARKET DESCRIPTION......................................................................................6 6 RELEVANT MARKETS.........................................................................................17 6.1. Relevant product markets ............................................................................17 6.1.1. Provision of online advertising space.............................................17 6.1.2. Intermediation in -
Real-Time Ad Click Fraud Detection
San Jose State University SJSU ScholarWorks Master's Projects Master's Theses and Graduate Research Spring 5-18-2020 REAL-TIME AD CLICK FRAUD DETECTION Apoorva Srivastava San Jose State University Follow this and additional works at: https://scholarworks.sjsu.edu/etd_projects Part of the Artificial Intelligence and Robotics Commons, and the Information Security Commons Recommended Citation Srivastava, Apoorva, "REAL-TIME AD CLICK FRAUD DETECTION" (2020). Master's Projects. 916. DOI: https://doi.org/10.31979/etd.gthc-k85g https://scholarworks.sjsu.edu/etd_projects/916 This Master's Project is brought to you for free and open access by the Master's Theses and Graduate Research at SJSU ScholarWorks. It has been accepted for inclusion in Master's Projects by an authorized administrator of SJSU ScholarWorks. For more information, please contact [email protected]. REAL-TIME AD CLICK FRAUD DETECTION A Thesis Presented to The Faculty of the Department of Computer Science San Jose´ State University In Partial Fulfillment of the Requirements for the Degree Master of Science by Apoorva Srivastava May 2020 © 2020 Apoorva Srivastava ALL RIGHTS RESERVED The Designated Thesis Committee Approves the Thesis Titled REAL-TIME AD CLICK FRAUD DETECTION by Apoorva Srivastava APPROVED FOR THE DEPARTMENT OF COMPUTER SCIENCE SAN JOSE´ STATE UNIVERSITY May 2020 Dr. Robert Chun, Ph.D. Department of Computer Science Dr. Thomas Austin, Ph.D. Department of Computer Science Shobhit Saxena Google LLC ABSTRACT REAL-TIME AD CLICK FRAUD DETECTION by Apoorva Srivastava With the increase in Internet usage, it is now considered a very important platform for advertising and marketing. Digital marketing has become very important to the economy: some of the major Internet services available publicly to users are free, thanks to digital advertising. -
IAB DISPLAY ADVERTISING CREATIVE FORMAT GUIDELINES VERSION 1.0 DRAFT for PUBLIC COMMENT Public Comment Period: August 17 to September 18, 2015
IAB DISPLAY ADVERTISING CREATIVE FORMAT GUIDELINES VERSION 1.0 DRAFT FOR PUBLIC COMMENT Public Comment Period: August 17 to September 18, 2015 IMPORTANT DRAFT RELEASE NOTES: This is a draft for public comment, this comment period will close on September 18, 2015. Please submit feedback via Google Doc or via email to Shailley Singh, IAB lead on this initiative, at [email protected] prior to the deadline. You should take no reliance or action on this draft specification. Please wait for the final specification to be published. This document for Public Comments has been developed by the IAB Creative Display Guidelines Committee. The display guidelines in this document have been updated to reference HTML5 Ad requirements. Extensive ad load performance testing was done over a period of 4 -5 months to collect performance data of different types of ad units on real publisher pages across browsers and controlled network speeds to reflect average internet and mobile usage to conclude optimum file weights. The working group was led by: Francis Phan, Senior Manager Advertising UX at Yahoo Aaron Wood, Director Production Service AOL Premium Exepriences at AOL Platforms Steve Suthiana, Global Head, Digital Media and Operations at Mansueto Ventures Contributions for Testing and Ad creatives were provided by: AOL Celtra Crisp Media Pointroll Following IAB member companies were part of the working group that created this draft About.com DRAFTCrisp PGA TOUR Time Out America Adobe Facebook Medialets Tribune Publishing Aarki Dominion Digital Media PointRoll Universal McCann Addroid Demand Media Sizmek Time Warner Cable Media BabyCenter Hanley Wood OpenX Viacom Amazon Google Smaato Univision Communications AOL Gawker Media The Business Insider Inc. -
Competition in Digital Advertising Markets
Competition in Digital Advertising Markets 1 Competition in digital advertising markets COMPETITION IN DIGITAL ADVERTISING MARKETS © OECD 2020 2 Please cite this publication as: OECD (2020), Competition in digital advertising markets, http://www.oecd.org/daf/competition/competition-in-digital-advertising-markets-2020.pdf This work is published under the responsibility of the Secretary-General of the OECD. The opinions expressed and arguments employed herein do not necessarily reflect the official views of the OECD or of the governments of its member countries or those of the European Union. This document and any map included herein are without prejudice to the status or sovereignty over any territory, to the delimitation of international frontiers and boundaries and to the name of any territory, city, or area. © OECD 2020 COMPETITION IN DIGITAL ADVERTISING MARKETS © OECD 2020 3 Foreword Digital advertising is now the leading form of advertising in most, if not all, OECD countries, and offers businesses the ability to reach individual consumers in ways that could only have been imagined previously. Increased Internet coverage and mobile phone penetration has fundamentally changed the ability of advertisers to reach a broad range of consumers at almost any time of the day and in any context through digital advertising. In addition, developments in artificial intelligence (AI) and machine learning, coupled with the stores of personal data available online, have allowed for cost-effective targeted advertising at scale. Such advertising is traded electronically in real time across a complex supply chain involving numerous actors. Digital advertising is increasingly the business model of choice in the digital economy, with many businesses providing zero-priced services in exchange for access to consumer data to fuel the sale of targeted digital advertising. -
Online Advertising and Antitrust: Network Effects, Switching Costs, and Data As an Essential Facility
ONLINE ADVERTISING AND ANTITRUST: NETWORK EFFECTS, SWITCHING COSTS, AND DATA AS AN ESSENTIAL FACILITY BY CATHERINE TUCKER1 1 Catherine Tucker is the Sloan Distinguished Professor of Management Science at MIT Sloan School of Management, Cambridge, MA, and Research Associate at the NBER. This paper was created in preparation for CPI Antitrust Chronicles. Please see http://mitmgmtfaculty.mit.edu/cetucker/disclosure/ for a disclosure statement. CPI ANTITRUST CHRONICLE I. INTRODUCTION APRIL 2019 One of the most rapid shifts in the digital economy has been a shift in the regulatory approach of many governments, from a focus on pro- tecting consumers from false claims in advertising to considering digi- 2 Big Data and Online Advertising: Emerging tal advertising in the context of antitrust discussions and policy. Competition Concerns By Hon. Katherine B. Forrest (fmr.) Given the fact that online advertising companies are in the “crosshairs” of antitrust authorities, it is important to examine where their market power (if any) originates. Critics suggest that a combina- Public Goods, Private Information: Providing an tion of network effects, switching costs, and access to large amounts Interesting Internet of data would give economics-based explanations for the rise of digital By J. Howard Beales III advertising platforms, and that the combination of these factors means that such markets will not “self-correct.”3 In this essay, I evaluate the What Times-Picayune Tells Us About the extent to which such claims hold up from an economics perspective. Antitrust Analysis of Attention Platforms By David S. Evans II. NETWORK EFFECTS IN ONLINE Online Advertising and Antitrust: Network ADVERTISING MARKETS Effects, Switching Costs, and Data as an Essential Facility Network effects occur when the value of a product depends on others By Catherine E. -
Competition in Display Ad Technology: a Retrospective Look at Google/Doubleclick and Google/Admob
COMPETITION IN DISPLAY AD TECHNOLOGY: A RETROSPECTIVE LOOK AT GOOGLE/DOUBLECLICK AND GOOGLE/ADMOB BY DANIEL BITTON, MAURITS DOLMANS, HENRY MOSTYN & DAVID PEARL1 1 Daniel Bitton and David Pearl, Axinn Veltrop & Harkrider LLP; Maurits Dolmans and Henry Mostyn, Cleary Gottlieb Steen & Hamilton LLP. The authors have worked with Google on the cases discussed in this article and other matters. They thank Tal Elmatad and Stacie Soohyun Cho for their support. CPI ANTITRUST CHRONICLE I. INTRODUCTION APRIL 2019 As part of sector inquiries into digital platforms or online advertising, some enforcement agencies are considering evaluating competition in online display advertising and display advertising technology or intermediation services (“ad tech”). Recently, some commentators in this industry have Big Data and Online Advertising: Emerging also published about it.2 Competition Concerns By Hon. Katherine B. Forrest (fmr.) This is not the first time enforcement agencies have looked at this sector of the economy. They have scrutinized this space in the review of a Public Goods, Private Information: Providing an number of mergers, each time without seeking enforcement. A careful re- Interesting Internet view of competitive indicia shows that display advertising and ad tech bear By J. Howard Beales III all the hallmarks of a highly competitive and innovative space. Technical developments that increase ad conversion rates suggest an increase in What Times-Picayune Tells Us About the efficiency — and an intensification of competition. This disruption affects Antitrust Analysis of Attention Platforms incumbents, but that is not in itself an indication of a lack of competition. To By David S. Evans the contrary, that typically is indicative of increased competition. -
Report on the Programmatic Advertising Ecosystem in China
THE PROGRAMMATIC ADVERTISING ECOSYSTEM IN CHINA September. 2019 HONG KONG | BEIJING | SHANGHAI www.daxueconsulting.com [email protected] +86 (21) 5386 0380 1 TO ACCESS MORE INFORMATION ON THE KOL ECONOMY IN CHINA, PLEASE CONTACT [email protected] ABOUT © 2019 DAXUE CONSULTING 2 ALL RIGHTS RESERVED Values, principles and vision of daxue consulting 6 Key values emphasized throughout all our projects LOYALTY TO OUR CLIENTS RESPONSIBILITY High performance in our work At all levels at daxue consulting, daxue is creating an and dedication to the project environment where freedom and responsibility go and the client to explore all the together. This environment helps assessing risk early and aspects of the research and getting the most of each research adapt COMPREHENSIVE, SCIENTIFIC, INTERNATIONAL TEAM AND LOGICAL REASONING Working on each project making exchange Transparency of sources and between team members of different backgrounds information support our in order to solve all new challenges balancing conclusions and work intuitive and analytical answers EFFORTS ARE ALWAYS REWARDED EMPOWERMENT THROUGH COMPREHENSIVE MANAGEMENT Accountability on execution and rewarded efforts go together. • Project Leaders and Project Managers evolve in Evidences and arguments are an environment that pushes them to learn and supported with data combined with leverage the best technologies to understand logical and documented demonstration. markets and assess opportunities • Higher level management in daxue consulting focuses on creating a challenging and intellectually stimulating environment for the team members to support clients © 2019 DAXUE CONSULTING 3 ALL RIGHTS RESERVED The strengths of Daxue Consulting 6 crucial competitive advantages 1. Rigorous & creative 2. Responsive daxue consulting is recruiting daxue consulting has a commitment to Rigorous & international talents from China and the answer emails within a day. -
2008 Annual Report
Baidu,Inc. 2008 Annual Report ACE BOWNE OF MONTREAL, INC 04/09/2009 07:15 NO MARKS NEXT PCN: 002.00.00.00 -- Page is valid, no graphics BOM H03242 001.00.00.00 14 UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 Form 20-F (Mark One) n Registration statement pursuant to Section 12(b) or 12(g) of the Securities Exchange Act of 1934 or ¥ Annual report pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934 For the fiscal year ended December 31, 2008. or n Transition report pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934 For the transition period from to or n Shell company report pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934 Date of event requiring this shell company report Commission file number: 000-51469 Baidu, Inc. (Exact name of Registrant as specified in its charter) N/A (Translation of Registrant’s name into English) Cayman Islands (Jurisdiction of incorporation or organization) 12/F, Ideal International Plaza No. 58 West-North 4th Ring, Beijing, 100080, People’s Republic of China (Address of principal executive offices) Jennifer Li, Chief Financial Officer Telephone: +(86 10) 8262-1188 Email: [email protected] Facsimile: +(86 10) 8260-7007 12/F, Ideal International Plaza No. 58 West-North 4th Ring, Beijing, 100080, People’s Republic of China (Name, Telephone, Email and/or Facsimile number and Address of Company Contact Person) Securities registered or to be registered pursuant to Section 12(b) of the Act: Title of Each Class Name of Each Exchange on Which Registered Class A ordinary shares, par value US$0.00005 per share The NASDAQ Stock Market LLC* (The NASDAQ Global Select Market) * Not for trading, but only in connection with the listing on The NASDAQ Global Select Market of American depositary shares, each representing one Class A ordinary share. -
Mobile Advertising Guidelines
MMA Global Mobile Advertising Guidelines Table of Contents 1.0 Overview 2.0 Mobile Web 2.1 Mobile Web Banner Advertising Overview 2.2 Mobile Web Banner Advertising Units 2.3 Methodology 2.4 Technical Specifications 2.5 Mobile Web Response Mechanisms 2.6 Design Principles and Style Guides for Mobile Web Advertising 3.0 Downloadable Applications 3.1 Introduction to Downloadable Applications Advertising Guidelines 3.2 Ad Unit Overview 3.3 Ad States 3.4 Ad Specifications 3.5 Reporting and Counting 4.0 Mobile Messaging 4.1 Mobile Messaging Overview 4.2 SMS Advertising 4.3 MMS Advertising 4.4 Mobile Messaging Response Capabilities 5.0 Mobile Video 6.0 Technical Requirements for Mobile Advertisers 7.0 Who We Are 8.0 References 9.0 Supporting Associations 10.0 Contact Us 11.0 Glossary of Terms 12.0 Appendix 12.1 Mobile Phone Screen Size Distribution in China 12.2 Mobile Web 12.3 Mobile Messaging MMA Confidential Page 1 of 43 Version 2.0 -- DRAFT MMA Global Mobile Advertising Guidelines 1.0 Overview The MMA‟s Mobile Advertising Guidelines provide global formats, guidelines and best practices necessary to implement mobile advertising initiatives in a variety of mobile media format categories including: web, messaging, downloadable applications and video. The guidelines are intended to promote the development of advertising on mobile by (i) reducing the amount of creative effort required for a mobile advertising campaign, (ii) providing an effective and consistent experience on the majority of mobile phones world-wide and (iii) providing an engaging consumer experience. The MMA guidelines are the result of ongoing collaboration between MMA member companies in the Asia Pacific, Europe, Middle East & Africa and North America MMA Mobile Advertising Committees.