Mobile advertising was early identified as an application for mobile data. Up to today the involved players, the mobile telecommunications companies and the advertising industry are looking for innovative concepts and new revenue streams. It therefore is not obvious why current mobile advertising and marketing approaches are lacking the predicted success. Taking the German market as object for ...

The consumer behavior of fashion products in online shops is becoming an exciting topic to be re-investigated, because the dynamics and volatility time-dependent industry. This study examines structural relationship model influence advertising variables, Electronic Word Mouth, brand awareness on Fashion Product Purchase Decisions with a quantitative approach through survey consumers Indonesia. ...

Television, the predominant advertisingmedium, is being transformed by the microtargetingcapabilitiesof set-topboxes (STBs).Byprocuring impressionsat the STB level (often denoted “programmatic television”), advertisers can now lower per-exposure costs and/or reach viewers most responsive to advertising creatives. Accordingly, this study uses a proprietary, household-level, singlesource data set...

In online advertising, our aim is to match the advertisers with the most relevant users to optimize the campaign performance. In the pursuit of achieving this goal, multiple data sources provided by the advertisers or third-party data providers are utilized to choose the set of users according to the advertisers’ targeting criteria. In this paper, we present a framework that can be applied to a...

The healthy development of the Internet largely depends on the online advertisement which provides the financial support to the Internet. Click fraud, however, poses serious threat to the Internet ecosystem. It not only brings harm to the advertisers, but also damages the mutual trust between advertiser and ad agency. Click fraud prediction is a typical big data application in that we normally ...

This paper analyzes advertising incentives and strategies in specialized markets, where consumers’ decisions are dictated by experts. By analyzing the market stealing and market expanding aspects of advertising, this study shows that in a sub-game perfect equilibrium only some (and not all) firms may choose to advertise to consumers. From the welfare perspective, consumer advertising is sociall...

Today, a great deal of data is generated in the medical field. Acquiring useful knowledge from this raw data requires data processing and detection of meaningful patterns and this objective can be achieved through data mining. Using data mining to diagnose and prognose heart diseases has become one of the areas of interest for researchers in recent years. In this study, the literature on the ap...

We consider the problem of adaptive targeting for real-time bidding for internet advertisement. This problem involves making fast decisions on whether to show a given ad to a particular user. For demand partners, these decisions are based on information extracted from big data sets containing records of previous impressions, clicks and subsequent purchases. We discuss several criteria which all...