Joel Barajas
ABSTRACT
We develop an approach for measuring the effectiveness of online display advertising at the campaign level. We present a Kalman filtering approach to deseasonalize and estimate the percentage changes of online sales on a daily basis. For this study, we analyze 3828 campaigns for 961 products on the Advertising.com network.
- Atlas. Engagement mapping: A new measurement standard is emerging for advertisers, 2008. White Paper.Google Scholar
- Zoubin Ghahramani and Geoffrey E. Hinton. Parameter estimation for linear dynamical systems. Technical report, 1996.Google Scholar
- Google. CPA perfomance trends on the Google display network, 2010. White Paper.Google Scholar
- Randall Lewis and David Reiley. Retail advertising works! measuring the effects of advertising on sales via a controlled experiment on Yahoo!, 2009. White Paper.Google Scholar
- Mike West and Jeff Harrison. Bayesian forecasting and dynamic models (2nd ed.). Springer-Verlag New York, Inc., New York, NY, USA, 1997. Google ScholarDigital Library
Index Terms
- Measuring the effectiveness of display advertising: a time series approach
Recommendations
Improving the Effectiveness of Time-Based Display Advertising
Special Issue on EC'12, Part 2Display advertisements are typically sold by the impression, where one impression is simply one download of an ad. Previous work has shown that the longer an ad is in view, the more likely a user is to remember it and that there are diminishing returns ...
Independent Auditing of Online Display Advertising Campaigns
HotNets '16: Proceedings of the 15th ACM Workshop on Hot Topics in NetworksThe reported lack of transparency of the online advertising market may seriously affect the interests of advertisers. In this paper, we present a novel methodology that allows advertisers to independently assess the quality of display advertising ...
Impact of ad impressions on dynamic commercial actions: value attribution in marketing campaigns
WWW '12 Companion: Proceedings of the 21st International Conference on World Wide WebWe develop a descriptive method to estimate the impact of ad impressions on commercial actions dynamically without tracking cookies. We analyze 2,885 campaigns for 1,251 products from the Advertising.com ad network. We compare our method with A/B ...
Comments