nowadays, advertising companies and firms try to establish a trade name which is superior to similar ones. in order to overcome their competitors in advertising campaigns, the firms have adopted new approaches. they use the best and newest marketing and commercial advertising methods to attract potential customers and consumers. some advertisers use their competitors' trademarks, trade name, et...

The goal of this research is to evaluate the effect of ad rank on the performance of keyword advertising campaigns. We examined a large-scale data file comprised of nearly 7,000,000 records spanning 33 consecutive months of a major US retailer’s search engine marketing campaign. The theoretical foundation is serial position effect to explain searcher behavior when interacting with ranked ad lis...

Pay-for-performance advertising schemes such as pay-per-click (PPC) and pay-per-sale (PPS) have grown in popularity with the recent advances in digital technologies for targeting advertising and measuring outcomes. However, several publishers still continue to use well-established pay-per-impression (PPI) payment schemes. Given the choice of multiple payment schemes PPI, PPC, and PPS our study ...

Multi-armed bandit problems formalize the exploration-exploitation trade-offs arising in several industrially relevant applications, such as online advertisement and, more generally, recommendation systems. In many cases, however, these applications have a strong social component, whose integration in the bandit algorithm could lead to a dramatic performance increase. For instance, content may ...

Agricultural products network marketing means fully introducing e-commerce systems into the sale process of agricultural products, using information technologies to publish and collect the demand and price information, and relying on agricultural production bases and logistics distribution systems to enhance brand images, improve customer services, develop online marketing channels and ultimate...

Cooperative (co-op) advertising has been widely used in practice and employed as a strategy to improve the performance of a distribution channel. It is known from the existing models that co-op advertising could not achieve the channel coordination (i.e., maximize the total channel profit). In this paper, we consider a distribution channel consisting of a single manufacturer and a single retail...

The focus placed on maximizing user engagement in online advertising negatively affects the user experience because of advertising clutter and increasing intrusiveness. An intelligent decision support system providing balance between user experience and profits from online advertising based on the fuzzy multiobjective optimization model is presented in this paper. The generalized mathematical m...

Online advertising is a high and a constantly growing business with an elaborate complexity. An important position is occupied by intermediaries, such as ad networks, marketing agencies and companies specialized in delivering software for managing and displaying advertising campaigns. Efficient use of advertising budgets and maximizing profits from ad impressions are the common goal of all play...

Newspapers has shown steep decline of circulation and advertising revenue in the west. Online advertising is taking away the majority of advertising revenue from print Increasing printing costs also a major concern for the decline of profits of newspapers. Asian countries like Japan, China and India is not seeing any immediate threat for daily newspapers as these countries are dominated by vern...

This paper is concerned with testing for causation, using the Granger definition, in a bivariate time-series context. It is argued that a sound and natural approach to such tests must rely primarily on the out-of-sample forecasting performance of models relating the original (non-prewhitened) series of interest. A specific technique of this sort is presented and employed to investigate the rela...