Bid Optimization by Multivariable Control in Display Advertising

Real-Time Bidding (RTB) is an important paradigm in display advertising, where advertisers utilize extended information and algorithms served by Demand Side Platforms (DSPs) to improve advertising performance. A common problem for DSPs is to help advertisers gain as much value as possible with budget constraints. However, advertisers would routinely add certain key performance indicator (KPI) constraints that the advertising campaign must meet due to practical reasons. In this paper, we study the common case where advertisers aim to maximize the quantity of conversions, and set cost-per-click (CPC) as a KPI constraint. We convert such a problem into a linear programming problem and leverage the primal-dual method to derive the optimal bidding strategy. To address the applicability issue, we propose a feedback control-based solution and devise the multivariable control system. The empirical study based on real-word data from Taobao.com verifies the effectiveness and superiority of our approach compared with the state of the art in the industry practices

Dynamic Ad Allocation: Bandits with Budgets

We consider an application of multi-armed bandits to internet advertising (specifically, to dynamic ad allocation in the pay-per-click model, with uncertainty on the click probabilities). We focus on an important practical issue that advertisers are constrained in how much money they can spend on their ad campaigns. This issue has not been considered in the prior work on bandit-based approaches for ad allocation, to the best of our knowledge. We define a simple, stylized model where an algorithm picks one ad to display in each round, and each ad has a \emph{budget}: the maximal amount of money that can be spent on this ad. This model admits a natural variant of UCB1, a well-known algorithm for multi-armed bandits with stochastic rewards. We derive strong provable guarantees for this algorithm

A lattice framework for pricing display advertisement options with the stochastic volatility underlying model

Advertisement (abbreviated ad) options are a recent development in online advertising. Simply, an ad option is a first look contract in which a publisher or search engine grants an advertiser a right but not obligation to enter into transactions to purchase impressions or clicks from a specific ad slot at a pre-specified price on a specific delivery date. Such a structure provides advertisers with more flexibility of their guaranteed deliveries. The valuation of ad options is an important topic and previous studies on ad options pricing have been mostly restricted to the situations where the underlying prices follow a geometric Brownian motion (GBM). This assumption is reasonable for sponsored search; however, some studies have also indicated that it is not valid for display advertising. In this paper, we address this issue by employing a stochastic volatility (SV) model and discuss a lattice framework to approximate the proposed SV model in option pricing. Our developments are validated by experiments with real advertising data: (i) we find that the SV model has a better fitness over the GBM model; (ii) we validate the proposed lattice model via two sequential Monte Carlo simulation methods; (iii) we demonstrate that advertisers are able to flexibly manage their guaranteed deliveries by using the proposed options, and publishers can have an increased revenue when some of their inventories are sold via ad options.Comment: Bowei Chen and Jun Wang. A lattice framework for pricing display advertisement options with the stochastic volatility underlying model. Electronic Commerce Research and Applications, 2015, Volume 14, Issue 6, pages 465-479, ISSN: 1567-422

Rhetoric of Imagery: Gendering and Consumption Throughout Interwar American Advertisment

Interwar American advertising rose alongside new levels of hygiene, personal appearance, and technology in order to sell their products to target audiences. Despite the abundance of scholarship on media and gender, few studies have examined the gendered techniques through which interwar advertisers communicated with consumers in response to changing social norms and economic stability. The question this thesis explores is how these changes and communication shifted in response to consumer culture and how advertisers utilized early market research and persuasion techniques to target their audiences. Building on the studies of gender, consumption, and identity, this thesis examines the relationship between American advertisers and their targeted male and female consumers between 1920 and 1940. By exploring how admen and women within Madison Avenue\u27s top advertising agencies utilized psychology and consumer feedback to develop a two-way communication with middle-classed consumers, this thesis draws from social, cultural, and gendered studies to understand how advertisers communicated with and tried to appeal to their target audiences. Utilizing both copy and imagery as sources of communication, this study examines every issue of the top circulating American magazines between 1920 and 1940 to explain how advertisers rose with early consumer behavioral psychology and new standards of sanitation and hygiene, how a growing consumer culture and American notion of identity and gender affected the selling of selfhood and personal beauty products, and how gendered media representations and persuasion techniques helped advertisers sell modernity and individuality to readers. This analysis surveys specific advertising campaigns before, during, and after the Stock Market Crash to follow shifts in appeals to masculinity and femininity in response to changing social norms. By delving into this intersection of gender, media, and identity, this study finds various nuances through which advertisers and their audiences communicated in and alongside a growing consumer culture

‘Just be confident girls!’: Confidence Chic as Neoliberal Governmentality

In our injurious patriarchal cultures, unconfidence is almost inescapable when inhabiting womanhood. However, recently the promotion of self-confidence has surfaced as the site for expanded, heightened and more insidious modes of regulation, often spearheaded by those very institutions invested in women’s insecurities. This notably includes consumer women’s magazines. Contemporary publications are marked by an intensified preoccupation with taking readers ‘from crisis to confidence’, offering even dedicated sections (e.g. ‘confidence revolution’ and ‘Bye-bye body hang-ups’ in Cosmopolitan UK) and issues—see, for example, Elle UK’s January 2015 ‘Confidence Issue: A Smart Woman’s Guide to Self-Belief’. Clearly, this sector is a fundamental player in the confidence movement-market, bringing together a range of interested parties, not least ‘love your body’ (LYB) advertisers like Dove (see Gill and Elias 2014), and enjoying an extensive audience reach, both in terms of numbers and geography—a reach increased to unprecedented degrees by online versions

Interest group issue appeals: Evidence of issue convergence in senate and presidential elections, 2008-2014

Interest groups now play a prominent role in the air war. Their collective investment in election campaigns has skyrocketed in the aftermath of Citizens United. Yet questions remain about whether interest group advertising affects the content of the specific issues being discussed. Do groups enter campaigns and engage voters on the same issues as their candidate allies? Or does the presence of more advertisers introduce competitive issue streams? This paper examines ad buys in Senate elections between 2008 and 2014 and the presidential elections of 2008 and 2012. A primary goal of the paper is to uncover the effect of high and low levels of issue convergence on election outcomes. Strategists often express concern that too many voices on behalf of a candidate can weaken the impact of ads. One might expect that as convergence between a candidate and his or her allies goes up (meaning the issue content of the ad buys overlaps across advertisers), the impact of ads on votes will increase. Ad effects should be weaker when a candidate\u27s ads discuss different issues from allied groups and party committees. The results, however, suggest that high rates of issue convergence are only weakly related to election outcomes (and not always in consistent ways)

Perception of sex appeal in print advertising by young female Anglo-Saxon and second generation Asian-Islamic British

The aim of this research, is to provide empirical data to either support or challenge the view that subculture has an impact on how sex appeal in advertising is perceived. It looks at young females of two specific British subcultural groups, Anglo-Saxon and Asian-Islamic British. It reveals that there are differences in the perception of sex appeal, since the Asian-Islamic British have a rather more negative attitude towards this particular appeal, while the Anglo-Saxon have a much more positive attitude towards it

BENTUK DAN PESAN DALAM IKLAN CONTREX FORMS AND MESSAGES IN CONTREXADVERTISING

This research aims to described the form of and messages in image advertising. Besides, the writer also would like to identify and analyze the form and the messages specifically in the Contrex Advertising. This study used descriptive-qualitative method with a semiotic approach. The source of data in this research taken from Contrex mineral water advertisements advertised in digital or internet from various websites. The analytical method used is the semiotic theory by Roland Barthes. The results the research showed that the form of signs displayed by advertisers in conveying advertising forms and messages. The writer found out that advertisers presented two types of signs, which are found in form of Visual (Images, Colors, and Design) and in form of Verbal ( Sentences, Phrases, and Words). All issues depicted in each advertisement raise the issue of ideal body shape and healthy lifestyle. The meaning of each advertisement is supported by news and related articles that have been published in Indonesian or French medi