Web advertising has become a financial backbone of business success nowadays. All major Web search engines such as Google, Microsoft and Yahoo! derive significant revenue from advertising. However, as a new area of research, online advertising has not yet reached its full potential. In particular, little research has been done on advertising on social networks. In this position paper, we presen...

Computational Advertising, popularly known as online advertising or Web advertising, refers to finding the most relevant ads matching a particular context on the Web. The context depends on the type of advertising and could mean – content where the ad is shown, the user who is viewing the ad or the social network of the user. Computational Advertising (CA) is a scientific sub-discipline at the ...

Over the last years, author profiling in general and author gender identification in particular have become a popular research area due to their potential attractive applications that range from forensic investigations to online marketing studies. However, nearly all state-of-the-art works in the area still very much depend on the datasets they were trained and tested on, since they heavily dra...

The purpose of this study is to examine whether affect-laden online materials, such as news stories and ads, can induce mood. In particular, this study examines whether viewing a positive online ad or reading a positive online story can induce a positive affect similar to other established mood inductions such as receipt of a surprise gift. Based on the results of previous “offline” studies we ...

In this paper we consider the issue of advertising to children. Advertising to children raises a number of concerns, in particular the effects of food advertising on children's eating habits. We point out that virtually all the research into children's understanding of advertising has focused on traditional television advertisements, but much marketing aimed at children is now via the Internet ...

This paper investigated the relationship between ethnic language in online and offline advertising and perceptions of advertiser cultural sensitivity. An experiment was conducted among bilingual Arabic/English speakers. In offline advertising, bilingual or Arabic-only ads were seen as more culturally sensitive than English-only ads. In online advertising, no overall differences in this percepti...

Recently, Lee and Hsu (2011) study the advertising effect on the distribution-free newsboy problem. In one of their results, they show that the optimal expenditure on advertising, the optimal order quantity and the optimal lower bound on the expected profit increase with the advertising effect parameters. Although this result holds in general, it requires additional assumptions. In this note we...

This paper studies targeted advertising in two sided markets. Two platforms, with different targeting abilities, compete for single-homing consumers, while advertising firms are multi-homing. We show that the platform with a higher targeting ability will attract more consumers and have more advertising firms. When the targeting ability of either platform increases, all consumers benefit as they...