Online advertising plays an important role in supporting many Internet services. Personalized online advertising offers marketers a way to direct ads at very specific audiences. The vast body of Internet users combined with the ease of creating and monitoring personalized advertising campaigns make online advertising an extremely strong tool for marketers. However, many concerns arise regarding...

Over the last decade, online advertising has become a major component of the Web, leading to large annual revenues (e.g., $26.04 billion in US in 2010 [4]). Internet advertising is a very successful form of advertising as it provides an easy and effective way for advertisements to be targeted to individual users’ interests. Unfortunately, fraudsters were able to exploit several vulnerabilities ...

Click-through rates and conversion rates are two core machine learning problems in online advertising. The evaluation of such systems is often based on traditional supervised learning metrics that ignore how the predictions are used. These predictions are in fact part of bidding systems in online advertising auctions. We present here an empirical evaluation of a metric that is specifically tail...

Targeted advertising benefits consumers by delivering them only the messages that match their interests, and also helps advertisers by identifying only the consumers interested in their messages. Although targeting mechanisms for online advertising are well established, pervasive computing environments lack analogous approaches. This paper explores the application of activity inferencing to tar...

As the Internet grows rapidly, how online media can be best utilized for advertising purposes increases its importance. Based on the Elaboration Likelihood Model (ELM), this research incorporates consumers’ goal-directedness for Web navigation as an important moderator influencing the success of online advertising strategies. Using the lab experiment approach, results of this research not only ...

This paper describes a hybrid approach, using bibliometrics and text-mining, used to analyze longitudinal trends in the literature of e-marketing research from 2001 to 2010. The abstracts of 888 articles from six leading marketing journals were analyzed. The analysis identifies several core topics and themes of e-marketing research and reveals trends occurring in this growing area. The study re...

Increasing both survey completion rates and data quality remains an important topic for fields as diverse as sociology, marketing, medicine and history. Thousands of studies have made response quality their central topic of examination, but their focus has largely been to measure response bias through the comparison of earlylate wave responses. In this study, an innovative online field experime...

During recent years, the internet and online marketing have experienced a continuous growth. Web-based advertisement is used to target users easily, without place or time limitation. Personalization is an ingenious way to potentially increase the effectiveness and efficiency of web-based advertisements. In this paper, a model for creating personalisation specification for businesses (adaptation...

From its origins in the mid ‘90, the application of the concept of virality to commercial communication has represented an opportunity for brands to cross the traditional barriers of the audience concerning advertising and turn it into active communicator of brand messages. Viral marketing has been based, since then, on two basic principles: offer free and engaging content that masks its commer...

We designed and ran an experiment to test how often people’s choices are reversed by others’ recommendations when facing different levels of confirmation and conformity pressures. In our experiment participants were first asked to provide their preferences between pairs of items. They were then asked to make second choices about the same pairs with knowledge of others’ preferences. Our results ...