One of the most challenging problems in computational advertising is the prediction of ad click and conversion rates for bidding in online advertising auctions. State-ofthe-art prediction methods include using the maximum entropy framework (also known as logistic regression) and log linear models. However, one unaddressed problem in the previous approaches is the existence of highly non-uniform...

Most web sites provide display advertising and contextual advertising services simultaneously, which are the main ad formats in Internet. With multimedia format, the pricing of display ads is generally based on the occurrence of ad impressions. However, targeting their customers more accurately, contextual ads are performance based advertisements and are charged only if one visitor clicks a cli...

Body size is a key sexually selected trait in many animal species. If size imposes a physical limit on the production of loud low-frequency sounds, then low-pitched vocalisations could act as reliable signals of body size. However, the central prediction of this hypothesis--that the pitch of vocalisations decreases with size among competing individuals--has limited support in songbirds. One rea...

The advertising industry depends on an effective assessment of the impact of advertising as a key performance metric for their products. However, current assessment methods have relied on either indirect inference from observing changes in consumer behavior after the launch of an advertising campaign, which has long cycle times and requires an ad campaign to have already have been launched (oft...

Cooperative advertising is a cost-sharing mechanism in which a part of retailers' advertising investments are financed by the manufacturers. In recent years, investment among advertising options has become a difficult marketing issue. In this paper, the cooperative advertising problem with advertising options is investigated in a two-period horizon in which the market share in the second period...

Online reputation management (ORM) has been considered as a significant tool of internet marketing. The purpose of this paper is to construct a decision model for evaluating performances and improving professional services of marketing. To investigate the interrelationship and influential weights among criteria, this study uses a hybrid MCDM model including decision-making trial and evaluation ...

Online behavioural targeting is one of the most popular business strategies on the display advertising today. It is based primarily on analysing web user behavioural data with the usage of machine learning techniques with the aim to optimise web advertising. Being able to identify “unknown” and “first time seen” customers is of high importance in online advertising since a successful guess coul...

Building on Zou and Cavusgil’s (2002) global marketing strategy (GMS) framework, the authors propose a structural model of advertising standardization that explores (1) the factors that encourage firms to engage in standardized advertising; and (2) the impact of advertising standardization on advertising effectiveness, as well as on two measures of firm performance. Results from a survey of Jap...

It has been a long-standing goal in advertising to reduce wasted advertising costs due to advertising to people who are unlikely to buy, as well as to those who would make a purchase whether they saw an advertisement or not. The ideal audience for the advertiser are those incremental individuals who would buy if shown an ad, and would not buy, if not shown the ad. On the other hand, for publish...

Along with the high proliferation of mobile phones and other mobile devices, research on the use of short messaging service SMS to access customers through their handheld devices has gained much attention, which is termed as mobile advertising. In order to make the best use of mobile advertising to benefit companies and customers becomes more emergent. One of the most important and successful f...