KDD

This talk will discuss the issues and techniques at the intersection of data science, advertising technology, and the business of brand advertising on-line. For better or worse, on-line advertising has been viewed by many advertisers as a direct ...

Both Contextual Advertising (CA) and Behavioral Targeting (BT) are playing important roles in online advertising market. Recently, the problem of how to integrate BT strategies into CA has attracted much attention from both industry and academia. ...

Behavioral Targeting (BT), which aims to deliver the most appropriate advertisements to the most appropriate users, is attracting much attention in online advertising market. A key challenge of BT is how to automatically segment users for ads delivery, ...

In this paper, we introduce a system named Argo which provides intelligent advertising made possible from users' photo collections. Based on the intuition that user-generated photos imply user interests which are the key for profitable targeted ads, the ...

We present an efficient Bayesian online learning algorithm for clustering vectors of binary values based on a well known model, the mixture of Bernoulli profiles. The model includes conjugate Beta priors over the success probabilities and maintains ...

In this paper we present a keyword suggestion mechanism for supporting advertisers wishing to publish ads in content-targeted advertisement systems. The method infers "synonymy" between keywords by mining a database of previously submitted ads, and uses ...

Much search engine revenue comes from sponsored search ads displayed with algorithmic search results. To maximize revenue, it is essential to choose a good slate of ads for each query, requiring accurate prediction of whether or not users will click on ...

Displaying sponsored ads alongside the search results is a key monetization strategy for search engine companies. Since users are more likely to click ads that are relevant to their query, it is crucial for search engine to deliver the right ads for the ...

We consider negotiations between publishers and advertisers in a marketplace for ads. Motivated by Google's online PrintAds system which is such a marketplace, we focus on the role of the market runner in improving market efficiency. We abstract the ...

In this paper we propose a utility model that accounts for both sales and branding advertisers. We first study the computational complexity of optimization problems related to both online and offline allocation of display advertisements. Next, we focus ...

GPS technology has made it possible to evaluate the performance of outdoor advertising campaigns in an objective manner. Given the GPS trajectories of a sample of test persons over several days, their passages with arbitrary poster campaigns can be ...

This paper explores the impact of television advertisements on audience retention using data collected from television set-top boxes (STBs). In particular, we discuss how the accuracy of the retention score, a measure of ad quality, is improved by using ...