In sponsored search advertising (SSA), keywords serve as the basic unit of business model,
linking three stakeholders: consumers, advertisers and search engines. This paper presents …

In this research, we conceptually examine the use of personas in an age of large-scale
online analytics data. Based on the criticism and benefits outlined in prior work and by …

Online advertising has become the backbone of the Internet economy by revolutionizing
business marketing. It provides a simple and efficient way for advertisers to display their …

In sponsored search advertising, advertisers need to make a series of keyword decisions.
Grouping these keywords to form several adgroups within a campaign is a challenging task …

RTB is one of the most popular topics on online advertising in recent years; RTB-based ads
auction subverts traditional advertising strategy, explicitly stating the concept that …

As a result of improvements in wireless communication technologies, a multimedia data
streaming service can be provided for mobile clients such as PDAs and cellular phones …

We study the online budgeted allocation (also called Adwords) problem, where a set of
impressions arriving online are allocated to a set of budget-constrained advertisers to …

Online advertising becomes more and more economically important, as it enables several
Internet-based services and provides firms with the possibility to globally reach a broad …

Mobile marketing campaigns are now largely deployed through demand side platforms
(DSPs) who provide dynamic customer targeting and a performance-intensive real-time …

Customer targeting for mobile advertisements is a high end exercise in big data. The
universe of users is on the order of 300M while active advertising campaigns are typically …