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User Behavior Modeling in Online Display Advertising
- Date Issued:
- 2018
- Abstract/Description:
- Online display advertising intends to find the best match between advertise- ment (ad) campaigns and online users, conditioned by user specific contexts such as geographic locations, and hobbies etc. During this matching process, user behavior plays a crucial role in determining whether and when the user, who has been served the ad, will result in a conversion event. Advertisers seek to understand how users behave if they are continuously served impressions from the same campaign, as well as any noticeable patterns between campaign categorization and user behavior. This thesis carries out data analytics to investigate correlation between user behavior and campaign conversion rates (CVR), including click-through conversion rates and view- through conversion rates. We investigate campaign categorization based on both IAB categories, and campaign dfficulty level defined by effective CPA (eCPA). We carry out large scale analytics over billions of impressions from over 1000 campaigns, observing consistent patterns and significant findings.
Title: | User Behavior Modeling in Online Display Advertising. |
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793 downloads |
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Name(s): |
Van Nice, Kara, author Zhu, Xingquan, Thesis advisor Florida Atlantic University, Degree grantor College of Engineering and Computer Science Department of Computer and Electrical Engineering and Computer Science |
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Type of Resource: | text | |
Genre: | Electronic Thesis Or Dissertation | |
Date Created: | 2018 | |
Date Issued: | 2018 | |
Publisher: | Florida Atlantic University | |
Place of Publication: | Boca Raton, Fla. | |
Physical Form: | application/pdf | |
Extent: | 69 p. | |
Language(s): | English | |
Abstract/Description: | Online display advertising intends to find the best match between advertise- ment (ad) campaigns and online users, conditioned by user specific contexts such as geographic locations, and hobbies etc. During this matching process, user behavior plays a crucial role in determining whether and when the user, who has been served the ad, will result in a conversion event. Advertisers seek to understand how users behave if they are continuously served impressions from the same campaign, as well as any noticeable patterns between campaign categorization and user behavior. This thesis carries out data analytics to investigate correlation between user behavior and campaign conversion rates (CVR), including click-through conversion rates and view- through conversion rates. We investigate campaign categorization based on both IAB categories, and campaign dfficulty level defined by effective CPA (eCPA). We carry out large scale analytics over billions of impressions from over 1000 campaigns, observing consistent patterns and significant findings. | |
Identifier: | FA00013018 (IID) | |
Degree granted: | Thesis (M.S.)--Florida Atlantic University, 2018. | |
Collection: | FAU Electronic Theses and Dissertations Collection | |
Note(s): | Includes bibliography. | |
Subject(s): |
Consumer behavior Advertising campaigns--Data processing Internet advertising |
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Held by: | Florida Atlantic University Libraries | |
Sublocation: | Digital Library | |
Persistent Link to This Record: | http://purl.flvc.org/fau/fd/FA00013018 | |
Use and Reproduction: | Copyright © is held by the author, with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder. | |
Use and Reproduction: | http://rightsstatements.org/vocab/InC/1.0/ | |
Host Institution: | FAU | |
Is Part of Series: | Florida Atlantic University Digital Library Collections. |