|
Tác giả CN
| Paulson, Courtney. | |
Nhan đề
| Efficient Large-Scale Internet Media Selection Optimization for Online Display Advertising / Courtney Paulson, Lan Luo, Gareth M. James. | |
Mô tả vật lý
| tr. 489-506 | |
Tóm tắt
| In today’s digital market, the number of websites available for advertising has ballooned into the millions. Consequently, firms often turn to ad agencies and demand-side platforms (DSPs) to decide how to allocate their Internet display advertising budgets. Nevertheless, most extant DSP algorithms are rule-based and strictly proprietary. This article is among the first efforts in marketing to develop a nonproprietary algorithm for optimal budget allocation of Internet display ads within the context of programmatic advertising. Unlike many DSP algorithms that treat each ad impression independently, this method explicitly accounts for viewership correlations across websites. Consequently, campaign managers can make optimal bidding decisions over the entire set of advertising opportunities. More Importantly, they can avoid overbidding for impressions from high-cost publishers, unless such sites reach an otherwise unreachable audience. The proposed method can also be used as a budget-setting tool, because it readily provides optimal bidding guidelines for a range of campaign budgets. Finally, this method can accommodate several practical considerations including consumer targeting, target frequency of ad exposure, and mandatory media coverage to matched content websites. | |
Đề mục chủ đề
| Marketing--Digital market | |
Thuật ngữ không kiểm soát
| Quảng cáo trực tuyến. | |
Thuật ngữ không kiểm soát
| Internet media selection. | |
Thuật ngữ không kiểm soát
| Constrained convex optimization. | |
Thuật ngữ không kiểm soát
| Online display advertising. | |
Thuật ngữ không kiểm soát
| Programmatic advertising. | |
Thuật ngữ không kiểm soát
| Real-time bidding. | |
Tác giả(bs) CN
| James, Gareth M. | |
Tác giả(bs) CN
| Lan Luo. | |
Nguồn trích
| Journal of Marketing Research- Volume 55 Issue 4 |
| |
000
| 00000nab#a2200000ui#4500 |
|---|
| 001 | 53763 |
|---|
| 002 | 2 |
|---|
| 004 | 441A8310-69F9-4642-90C4-EAF8B5191744 |
|---|
| 005 | 202007021012 |
|---|
| 008 | 081223s vm| vie |
|---|
| 009 | 1 0 |
|---|
| 039 | |a20200702101252|bthuvt|c20200702101126|dthuvt|y20181112093745|zthuvt |
|---|
| 041 | 0 |aeng |
|---|
| 044 | |ailu |
|---|
| 100 | 1 |aPaulson, Courtney. |
|---|
| 245 | 10|aEfficient Large-Scale Internet Media Selection Optimization for Online Display Advertising / |cCourtney Paulson, Lan Luo, Gareth M. James. |
|---|
| 300 | 10|atr. 489-506 |
|---|
| 520 | |aIn today’s digital market, the number of websites available for advertising has ballooned into the millions. Consequently, firms often turn to ad agencies and demand-side platforms (DSPs) to decide how to allocate their Internet display advertising budgets. Nevertheless, most extant DSP algorithms are rule-based and strictly proprietary. This article is among the first efforts in marketing to develop a nonproprietary algorithm for optimal budget allocation of Internet display ads within the context of programmatic advertising. Unlike many DSP algorithms that treat each ad impression independently, this method explicitly accounts for viewership correlations across websites. Consequently, campaign managers can make optimal bidding decisions over the entire set of advertising opportunities. More Importantly, they can avoid overbidding for impressions from high-cost publishers, unless such sites reach an otherwise unreachable audience. The proposed method can also be used as a budget-setting tool, because it readily provides optimal bidding guidelines for a range of campaign budgets. Finally, this method can accommodate several practical considerations including consumer targeting, target frequency of ad exposure, and mandatory media coverage to matched content websites. |
|---|
| 650 | 10|aMarketing|xDigital market |
|---|
| 653 | 0 |aQuảng cáo trực tuyến. |
|---|
| 653 | 0 |a Internet media selection. |
|---|
| 653 | 0 |aConstrained convex optimization. |
|---|
| 653 | 0 |aOnline display advertising. |
|---|
| 653 | 0 |aProgrammatic advertising. |
|---|
| 653 | 0 |aReal-time bidding. |
|---|
| 700 | 1 |aJames, Gareth M. |
|---|
| 700 | 1 |aLan Luo. |
|---|
| 773 | |tJournal of Marketing Research|gVolume 55 Issue 4 |
|---|
| 890 | |a0|b0|c0|d0 |
|---|
| |
Không có liên kết tài liệu số nào
|
|
|
|