Understanding programmatic TV advertising
EC Malthouse, E Maslowska… - international Journal of …, 2018 - Taylor & Francis
Television is undergoing tremendous technological developments, which will enable
marketers to direct commercial messages to more specific audiences at the individual and/or …
marketers to direct commercial messages to more specific audiences at the individual and/or …
Self-directed learning online: An opportunity to binge
The online classroom is self-directed, where students decide when and how often they
access their course material. Even in the traditional classroom, students have shown a …
access their course material. Even in the traditional classroom, students have shown a …
More Likely to Pay but Less Engaged: The Effects of Switching Online Courses from Scheduled to On-Demand Release on User Behavior
Following trends in entertainment streaming services, online educational platforms are
increasingly offering users flexible “on-demand” content options. It is important to …
increasingly offering users flexible “on-demand” content options. It is important to …
Detecting routines: Applications to ridesharing customer relationship management
Routines shape many aspects of day-to-day consumption. While prior research has
established the importance of habits in consumer behavior, little work has been done to …
established the importance of habits in consumer behavior, little work has been done to …
Planning-to-binge: Time allocation for future media consumption.
The prevalence of streaming media has led firms to embrace the phenomenon of “binge-
watching” by offering entire multipart series simultaneously. Such “on-demand” availability …
watching” by offering entire multipart series simultaneously. Such “on-demand” availability …
A seasonal model with dropout to improve forecasts of purchase levels
R Wünderlich, NV Wünderlich… - Journal of Interactive …, 2022 - journals.sagepub.com
Predicting future purchase levels is an important and constant challenge for marketing
professionals, as purchase patterns often vary over time and across customers. Moreover …
professionals, as purchase patterns often vary over time and across customers. Moreover …
How much do customer ordering practices drive medical supplies distribution (in) efficiency for primary care markets?
Companies across many industries seek to understand how customer ordering impacts
supply chain distribution performance. In the US medical supplies industry, wholesalers are …
supply chain distribution performance. In the US medical supplies industry, wholesalers are …
Planning to Binge: How consumers choose to allocate media viewing time
As streaming media online has become more common, many firms have embraced the
phenomenon of “binge-watching” by offering their customers entire seasons of a television …
phenomenon of “binge-watching” by offering their customers entire seasons of a television …
The role of big data in programmatic tv advertising
TV remains the most popular advertising medium, and total global TV advertising revenue is
forecasted to rise (PWC, 2016). But, what do we mean by TV? Until recently, there was a …
forecasted to rise (PWC, 2016). But, what do we mean by TV? Until recently, there was a …
When to push ads: Optimal mobile ad campaign strategy under markov customer dynamics
Abstract Problem Definition: We investigate a seller's optimal advertising campaign strategy
targeting customers who interact with the seller over time. We model customers' …
targeting customers who interact with the seller over time. We model customers' …