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Online Advertisement Campaign Optimization

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4 Author(s)
Liu, Weiguo ; Yahoo Inc., 701 First Avenue, Sunnyvale, CA 94089 USA. e-mail: weiguo@yahoo-inc.com ; Zhong, Shi ; Chaudhary, Mayank ; Kapur, Shyam

Like any marketing campaigns, online advertisement campaigns need to be monitored, analyzed and optimized. It is more so for online campaigns because online advertisements are usually sold in auction style. Prices can change very dynamically; the creatives, the landing pages and the targeting profiles can all be changed frequently to improve the effectiveness of a campaign. Also, the effectiveness can be measured almost instantly, usually in terms of click through rate and/or the acquisition/conversion rate. It raises many challenging problems in forecasting, data mining and optimization and entails an optimization system for any serious advertisers, publishers or ad networks.

Published in:

Service Operations and Logistics, and Informatics, 2007. SOLI 2007. IEEE International Conference on

Date of Conference:

27-29 Aug. 2007

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