Sponsored Search: an Overview of the Concept, History, and Technology
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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. -
CTR Prediction for Contextual Advertising: Learning-To-Rank Approach
CTR Prediction for Contextual Advertising: Learning-to-Rank Approach Yukihiro Tagami Shingo Ono Koji Yamamoto Yahoo Japan Corporation Yahoo Japan Corporation Yahoo Japan Corporation Tokyo, Japan Tokyo, Japan Tokyo, Japan [email protected] [email protected] koyamamo@yahoo- corp.jp Koji Tsukamoto Akira Tajima Yahoo Japan Corporation Yahoo Japan Corporation Tokyo, Japan Tokyo, Japan [email protected] [email protected] ABSTRACT if a user clicks their advertisements and visits the adver- Contextual advertising is a textual advertising displayed tiser’s site. To maximize revenue by choosing some ads from within the content of a generic web page. Predicting the candidates and ranking them to display, an advertising sys- probability that users will click on ads plays a crucial role in tem needs to predict the expected revenue for each ad. The contextual advertising because it influences ranking, filter- expected revenue from displaying each ad is a function of ing, placement, and pricing of ads. In this paper, we intro- both bid price and click-through rate (CTR). Bid price is duce a click-through rate prediction algorithm based on the the cost that the advertiser agrees to pay per click, so the learning-to-rank approach. Focusing on the fact that some advertising system already knows this. On the other hand, of the past click data are noisy and ads are ranked as lists, CTR for each ad can vary significantly in accordance with we build a ranking model by using partial click logs and then many factors such as the web page and user, so the system a regression model on it. -
Self-Regulatory Principles for Online Behavioral Advertising (FTC)
FTC Staff Report: Self-Regulatory Principles For Online Behavioral Advertising Behavioral Advertising Tracking, Targeting, & Technology February 2009 TABLE OF CONTENTS EXECUTIVE SUMMARY....................................................... i I. INTRODUCTION........................................................1 II. BACKGROUND.........................................................2 A. What Is Online Behavioral Advertising?.. 2 B. The FTC’s Examination of Online Behavioral Advertising. 4 1. Online Profiling Workshop.....................................6 2. Tech-ade Hearings and the Ehavioral Advertising Town Hall. 8 C. Staff’s Proposed Self-Regulatory Principles. 1 1 D. Recent Initiatives to Address Privacy Concerns. 1 2 III. SUMMARY OF THE COMMENTS RECEIVED AND STAFF’S ANALYSIS.. 1 8 A. The Principles’ Scope. .............................................2 0 1. Applicability to Non-PII. .....................................2 0 2. Applicability to “First Party” Online Behavioral Advertising. 2 6 3. Applicability to Contextual Advertising. 2 9 B. Transparency and Consumer Control...................................3 0 1. Choice for Non-PII...........................................3 1 2. Providing Effective Notice and Choice. 3 3 C. Reasonable Security and Limited Data Retention for Consumer Data. 3 7 D. Affirmative Express Consent for Material Retroactive Changes to Privacy Promises.........................................................3 9 E. Affirmative Express Consent to (or Prohibition Against) Use of Sensitive Data ............................................................4 -
Contextual In-Image Advertising
Contextual In-Image Advertising Tao Mei, Xian-Sheng Hua, Shipeng Li Microsoft Research Asia 5F Sigma Center, 49 Zhichun Road, Beijing 100190, P. R. China {tmei, xshua, spli}@microsoft.com ABSTRACT so called Web 2.0 wave) have led to the countless private The community-contributed media contents over the Inter- image collections on local computing devices such as per- net have become one of the primary sources for online adver- sonal computers, cell phones, and personal digital assistants tising. However, conventional ad-networks such as Google (PDAs), as well as the huge yet increasing public image col- AdSense treat image and video advertising as general text lections on the Internet. Compared with text and video, advertising without considering the inherent characteristics image has some unique advantages: it is more attractive of visual contents. In this work, we propose an innovative than plain text, and it has been found to be more salient contextual advertising system driven by images, which auto- than text [9], thus it can grab users’ attention instantly; it matically associates relevant ads with an image rather than carries more information that can be comprehended more the entire text in a Web page and seamlessly inserts the quickly, just like an old saying, a picture is worth thousands ads in the nonintrusive areas within each individual image. of words; and it can be shown to the users faster than video. The proposed system, called ImageSense, represents the first As a result, image has become one of the most pervasive me- attempt towards contextual in-image advertising. The rele- dia formats on the Internet [13]. -
Unsorted Bookmarks Unsorted Bookmarks > Plugins
Downloaded from: justpaste.it/mybookmarks Unsorted Bookmarks Unsorted Bookmarks > Unsorted Academic Earth | Online Courses | Plugins Bookmarks Academic Video Lectures > Cricket Revolution - A Multiplayer PC WP Profiles | Nick Momrik | Cricket Game Profile storytelling Add-ons for Firefox WP Profiles | automattic | Profile WineHQ - Run Windows applications WP Profiles | Alex M. on Linux, BSD, Solaris and Mac OS X (Viper007Bond) | Profile Storybird - News pygame - python game WordPress › Yet Another Collaborative development Related Posts Plugin « storytelling PCSX2 Playstation 2 emulator - News WordPress Plugins The Online Sizzled Core - Internet, Web 2.0, Community Technology for Writers - Sizlopedia Unsorted Bookmarks > Writing.Com Shahan's World Protagonize: Google AdWords: Keyword Tool bookmarksBackup+notes collaborative Google Analytics | Official Website story & Online Contextual Advertising and My Bookmarks creative Behavioral Marketing Services Paste HTML: free anonymous fiction writing W3Schools Online Web Tutorials HTML hosting community Linkbucks.com - Make money when justpaste.it - publish text and people leave your website! share with friends Pay Per Click Advertising - In Text textsnip - Keep your text & code Ads for Websites by Infolinks formatting safe from IM and Squidoo : Welcome to Squidoo Email Digital Products Retailer: Affiliate Pen - Simple Online Publishing Program & Sell Online - ClickBank TextLinkAds | The Leader in Text Link Search Engine Optimization Tribal Fusion Traffic Junky Ad Broker - Online Internet Marketing Services whos.amung.us Diigo - Web Highlighter and Sticky Notes, Online Bookmarking and Annotation, Personal Learning Network. PhysOrg.com - Science News, Technology, Physics, Nanotechnology, Space Science, Earth Science, Medicine reddit.com: what's new online! Blogging Discussion, Tips & Tricks – Blogussion Knol - a unit of knowledge: share what you know, publish your expertise. -
Should First-Price Auctions Be Transparent?∗
Should First-Price Auctions be Transparent?∗ Dirk Bergemann† Johannes H¨orner‡ April 7, 2017 Abstract We investigate the role of market transparency in repeated first-price auctions. We consider a setting with independent private and persistent values. We analyze three distinct disclosure regimes regarding the bid and award history. In the minimal disclosure regime each bidder only learns privately whether he won or lost the auction. In equilibrium the allocation is efficient and the minimal disclosure regime does not give rise to pooling equilibria. In contrast, in disclosure settings where either all or only the winner’s bids are public, an inefficient pooling equilibrium with low revenues exists. ∗We gratefully acknowledge financial support from NSF SES 0851200 and ICES 1215808. We thank the co- editor, Phil Reny, and two anonymous referees, for helpful comments and suggestions. We are grateful to seminar participants at the NBER Market Design Meeting, University of Mannheim, University of Munich and the University of Pennsylvania for their constructive comments. Lastly, thanks to Yi Chen for excellent research assistance. †Department of Economics, Yale University, New Haven, CT 06511, [email protected] ‡Department of Economics, Yale University, New Haven, CT 06511, [email protected] 1 1 Introduction 1.1 Motivation Information revelation policies vary widely across auction formats. In the U.S. procurement context, as a consequence of the “Freedom of Information Act,” the public sector is generally subject to strict transparency requirements that require full disclosure of the identity of the bidders and the terms of each bid. In auctions of mineral rights to U.S. -
Sponsored Search Auctions: an Overview of Research with Emphasis on Game Theoretic Aspects
Sponsored Search Auctions: An Overview of Research with emphasis on Game Theoretic Aspects Patrick Maill´e∗ Evangelos Markakisy Maurizio Naldiz George D. Stamoulisy Bruno Tuffinx Abstract We provide a broad overview of the research that has been conducted until recently on the design of sponsored search auctions. We mainly focus on game theoretic and mechanism design aspects of these auctions, and we analyze the issues associated with each of the three participating entities, i.e., the search engine, the advertisers, and the users of the search engine, as well as their resulting behavior. Regarding the search engine, we overview the various mechanisms that have been proposed including the currently used GSP mechanism. The issues that are addressed include analysis of Nash equilibria and their performance, design of alternative mechanisms and aspects of competition among search engines. We then move on to the advertisers and discuss the problem of choosing a bidding strategy, given the mechanism of the search engine. Following this, we consider the end users and we examine how user behavior may create externalities and influence the performance of the advertisers. Finally, we also overview statistical methods for estimating modeling parameters that are of interest to the three entities. In each section, we point out interesting open problems and directions for future research. 1 Introduction Online advertising is a booming industry, accounting for a large percentage of the revenue generated by web services [51]. Online ads are essential to monetize valuable Internet services, offered for free to the general public, like search engines, blogs, and social networking sites; e.g. -
Lecture Note 11.Pdf
IEOR8100: Economics, AI, and Optimization Lecture Note 11: Introduction to Auctions Christian Kroer∗ March 30, 2020 1 Introduction In fair division we initially did not worry about the fact that we might not necessarily know the utility function ui of each agent. We briefly studied settings where agents may misreport their valuation in the context of dominant-resource fairness. In this lecture note we continue the study of settings where we will worry about whether agents tell the truth or not. The general study of this type of setting is called mechanism design. We will study the most classical mechanism-design setting: auctions. We will start by consid- ering single-item auctions: there is a single good for sale, and there is a set of n buyers, with each buyer having some value vi for the good. The goal will be to sell the item via a sealed-bid auction, which works as follows: 1. Each bidder i submits a bid bi ≥ 0, without seeing the bids of anyone else. 2. The seller decides who gets the good based on the submitted bids. 3. Each buyer i is charged a price pi which is a function of the bid vector b. A few things in our setup may seem strange. First, most people would not think of sealed bids when envisioning an auction. Instead, they typically envision what's called the English auction. In the English auction, bidders repeatedly call out increasing bids, until the bidding stops, at which point the highest bidder wins and pays their last bid. This auction can be conceptualized as having a price that starts at zero, and then rises continuously, with bidders dropping out as they become priced out. -
The Definitive Guide to Contextual Advertising
THE DEFINITIVE GUIDE TO CONTEXTUAL ADVERTISING 1 TABLE OF CONTENTS Preface 4 CHAPTER 1 Contextual PPC advertising 8 CHAPTER 2 Creating context on social platforms 14 CHAPTER 3 Contextual messages and your brand identity 21 CHAPTER 4 How does creative automation help? 28 Rocketium 35 2 “Dear marketer, Before you target me, ask yourself why I’d want to care…” - Gen Z prospects Consider this “60% of Gen Z will not use an app or website that loads too slowly.” (Institute of Business Management), via Hubspot 3 PREFACE Ads were always contextual -- at least until digital behavioural patterns became common knowledge and behaviour targeting took center stage. However, we are now at an interesting turning point in the history of online ads. Browser policies and privacy mandates have made non-negotiable restrictions on targeting through third-party cookies. As a result, there is a renewed focus on user experience and consent. “” 4 Because Chrome, Safari, and Firefox will all no longer support this type of data tracking (third party cookies) by 2022, publications like Digiday are calling Google's phase-out the “death of the third-party cookie.” 5 Marketers are obligated to care not only about the mandates but also about the fact that the users they are targeting are evolving to distrust the media overall and subsequently, brands that try too hard. Besides, the steep costs of lawsuits (GDPR suits costing as much as €20 million or 4% of global revenue) are tight shackles that could potentially crush a company. Contextual targeting, is therefore, one of the key strategies you need to embrace to stay relevant. -
How to Make Money with Online Affiliate Programs
How to Make Money With Online Affiliate Programs There are many ways an industrious individual can make money online. Countless people have turned to the World-Wide-Web looking for a good money making opportunity they can accomplish from the comfort of their own home. It may seem daunting at first but you can make money online if you learn, duplicate and most importantly have the determination to just start. One of the most ingenious ways to supplement or even replace your income is through online affiliate programs. Online affiliate programs first sprang up in 1996 when Amazon.com started paying websites for referring customers to their site. Now in 2006 online affiliate programs are a mainstay in the e-commerce world. Even Fortune 500 companies such as Dell, Walmart and Apple have adopted the online affiliate program marketing module. Online affiliate programs provide home business professionals and online entrepreneurs a risk-free form of advertising to produce revenue from their websites. Affiliate marketing has become an increasingly popular home based business opportunity because: It requires no production costsVery low start-up costsNo employeesNo inventoryNo order processingNo shippingNo customer serviceVery limited risk So you don’t have a website? In many cases you do not even need to operate a website or know any HTML to make money with online affiliate programs. With the maturation of contextual advertising through Yahoo! Publisher and Google Adwords many pay-per-click (PPC) savvy online affiliate marketers have moved away from deploying websites and focus entirely on search engine marketing (SEM). This may be a good way for some to test the waters with marketing online affiliate programs but if you’re not familiar with setting up PPC campaigns tread lightly. -
Contextual Advertising
CONTEXTUAL ADVERTISING: in association with in association with 02 Contextual Targeting: The New Frontier Welcome to Contextual 2.0 Contextual targeting, where ads online are targeted to people based on the context of what they’re looking at on page, is looking not just appealing but also safer. Triggered not only by the European privacy law In the beginning, there were only This was the beginning of the online And all the while technology has GDPR but also increasing privacy two types of targeting: demographic advertising industry’s obsession with been advancing, reaching the point concerns due to behavioral tracking and contextual. Reader surveys told audience, and the corresponding now where we no longer have to rely you what sort of people, on average, diminution of the importance of on tagging to convey the content globally, a soaring demand for consumed a particular media property, context. Behavioral targeting was of a page, but can ask machines to personalized marketing strategies and context did the rest. Cars were progressively automated and online categorize it according to factors such and the rise of mobile usage, advertised on the motoring pages, advertising became programmatically as sentiment, tone-of-voice, reading holidays in travel sections, and sales traded based on the attributes of each age and so on. contextual advertising is making next to the news. individual visitor to a page, rather a resurgence. And long gone are than the content of the page they So, this report looks at the current the days when contextual The internet changed all that. Being were visiting. -
On Framework and Hybrid Auction Approach to the Spectrum
On Framework and Hybrid Auction Approach to the Spectrum Licensing Procedure Devansh Dikshit Y. Narahari Electronic Commerce Laboratory, Dept. of Computer Science and Automation, Indian Institute Science, Bangalore, India. Email: {devansh},{hari}@csa.iisc.ernet.in November 13, 2018 Abstract few years, many private parties have entered in the field of telecommunications. And as expected they require a slice Inspired by the recent developments in the field of Spec- of spectrum for that purpose. This also provides a wonder- trum Auctions, we have tried to provide a comprehensive ful opportunityfor the governmentas there is useable spec- framework for the complete procedure of Spectrum trum which is left unused with the government, with only Licensing. We have identified the various issues the a fraction of it being used for military and civil purposes Governments need to decide upon while designing the by the governments. The amount of this spectrum is usu- licensing procedure and what are the various options ally scarce hence the greater demand-supply gap. Along available in each issue. We also provide an in depth study with generating revenues, privatization of spectrum will of how each of this options impact the overall procedure also lead to a faster pace of developmentby the private par- along with theoretical and practical results from the past. ties which may not be always possible to do by the govern- Lastly we argue as to how we can combine the positives ment. This has lead to the sale/licensing of the spectrums two most widely used Spectrum Auctions mechanisms by various countries across the globe, using methods like into the Hybrid Multiple Round Auction mechanism being lotteries, auctions, tenders etc.