Online advertising is a major economic force in the Internet today. Today’s deployments, however, erode privacy and degrade performance as browsers wait for ad networks to deliver ads. In this paper we pose the question: is it possible to build a practical private online advertising system? To this end we present an initial design where ads are served from the endhost. It is attractive from thr...

As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click‐through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for dynamics. These issues can easily lead firms to...

Along with the wide use of the Internet, online advertising expense is soaring in the last decade. There are many pricing strategies for online advertisement, including fixed fees, click-through rates, and performance-based commission rates (i.e., referral fees). The trend towards profitability, along with better tracking tools, has resulted in less interest in fixed rates and more interest in ...

Background: Advertisers optimization is one of the most fundamental tasks in paid search, which is a multi-billion industry as a major part of the growing online advertising market. As paid search is a three-player game (advertisers, search users and publishers), how to optimize large-scale advertisers to achieve their expected performance becomes a new challenge, for which adaptive models have...

The goal of the current study is to determine the optimal level of advertising beyond which advertising expenditure will not be justified by revenues. To achieve the goal first different types of media were rated by experts as to the degree of their importance. Then data ware collected by interviewing the managers and reviewing different media resources. The collected data were then analyze...

Channel coordination in search advertising is an important but complicated managerial decision for both manufacturers and retailers. A manufacturer can sponsor retailers to advertise his products while at the same time compete with them in position auctions. We model a manufacturer and retailers’ cooperation and intra-brand competition in advertising, as well as inter-brand competition with oth...

the purpose of this study has been concretized in terms of impact of mobileadvertising on the purchase decision of the consumer and aimed to answer toresearch questions: which is the underlying structure of criteria in mobileadvertising? and which criteria are important for consumers in evaluatingmobile advertising? a sample of consumers in taiwan was surveyed and usingfuzzy judgment to determi...

What is the effect of pre-release advertising on the demand for a product? And does the magnitude of that effect vary according to the quality of the good? We empirically examine these questions in the context of the motion picture industry. We make use of a unique, proprietary data set that covers weekly television advertising expenditures, weekly expectations of the market performance, and qu...