CAMEO: A Middleware for Mobile Advertisement Delivery

National Research Foundation (NRF) Singapor

The Economics of Internet Media

We survey the economics literature on media as it applies to the Internet. The Internet is an important driver behind media convergence and connects information and communication technologies. While new Internet media share some properties with traditional media, several novel features have appeared: On the content side, aggregation by third parties that have no editorial policy and user-generated content have become increasingly important. On the advertiser side, fine-tuned tailoring and targeting of ads based on individual user characteristics are common features on many Internet media and social networks. On the user side, we observe increased possibilities of time-shifting, multi-homing, and active search. These changes have gone hand-in-hand with new players entering media markets, including search engines and Internet service providers. Some of these players face novel strategic considerations, such as how to present search results. In response to these changes, an emerging economics literature focuses on the allocative and welfare implications of this new media landscape. This paper is an attempt to organize these contributions and provide a selective account of novel economic mechanisms that shape market outcomes of Internet media. A large body of work has focused on the advertising part of the industry, while some studies also look at content provision and the interaction between the two

Combinatorial Problems in Online Advertising

Electronic commerce or eCommerce refers to the process of buying and selling of goods and services over the Internet. In fact, the Internet has completely transformed traditional media based advertising so much so that billions of dollars of advertising revenue is now flowing to search companies such as Microsoft, Yahoo! and Google. In addition, the new advertising landscape has opened up the advertising industry to all players, big and small. However, this transformation has led to a host of new problems faced by the search companies as they make decisions about how much to charge for advertisements, whose ads to display to users, and how to maximize their revenue. In this thesis we focus on an entire suite of problems motivated by the central question of "Which advertisement to display to which user?". Targeted advertisement happens when a user enters a relevant search query. The ads are usually displayed on the sides of the search result page. Internet advertising also takes place by displaying ads on the side of webpages with relevant content. While large advertisers (e.g. Coca Cola) pursue brand recognition by advertisement, small advertisers are happy with instant revenue as a result of a user following their ad and performing a desired action (e.g. making a purchase). Therefore, small advertisers are often happy to get any ad slot related to their ad while large advertisers prefer contracts that will guarantee that their ads will be delivered to enough number of desired users. We first focus on two problems that come up in the context of small advertisers. The first problem we consider deals with the allocation of ads to slots considering the fact that users enter search queries over a period of time, and as a result the slots become available gradually. We use a greedy method for allocation and show that the online ad allocation problem with a fixed distribution of queries over time can be modeled as maximizing a continuous non-decreasing submodular sequence function for which we can guarantee a solution with a factor of at least (1- 1/e) of the optimal. The second problem we consider is query rewriting problem in the context of keyword advertisement. This problem can be posed as a family of graph covering problems to maximize profit. We obtain constant-factor approximation algorithms for these covering problems under two sets of constraints and a realistic notion of ad benefit. We perform experiments on real data and show that our algorithms are capable of outperforming a competitive baseline algorithm in terms of the benefit due to rewrites. We next consider two problems related to premium customers, who need guaranteed delivery of a large number of ads for the purpose of brand recognition and would require signing a contract. In this context, we consider the allocation problem with the objective of maximizing either revenue or fairness. The problems considered in this thesis address just a few of the current challenges in e-Commerce and Internet Advertising. There are many interesting new problems arising in this field as the technology evolves and online-connectivity through interactive media and the internet become ubiquitous. We believe that this is one of the areas that will continue to receive greater attention by researchers in the near future

No Admission Required: Sovereignty, Slots and Native American Art

This dissertation examines how Native American art is displayed in Indian casinos in the Southwest. Exhibition strategies, employed by traditional art and natural history museums offer points of comparison. An overview of legal battles leading up to and following the passage of the Indian Gaming Regulatory Act (IGRA) in 1988 is provided. While New Mexico is the primary focus of this discussion, the state of Arizona is also mentioned. The evolution of gaming compacts in New Mexico is detailed at length. Local attitudes both for and against the legalization of Indian gaming is documented through media sources, such as newspaper articles, letters to the editor and political cartoons. These sources all speak to the climate of the time: negative stereotypes are prevalent. Connections between tourism and casino advertising are also explored. Early advertisements capitalize on Indian humor, inside jokes that emphasize ironic wordplay or puns. Later examples become more generic, characterized by less text and fewer references to Indian culture. This study draws comparisons between American Indian literature, museum studies, the history of Native American art and depictions of gaming. Themes associated with oral histories, storytelling and a sense of place are analyzed. In addition, topics related to tribal sovereignty, economic well-being and the growth of Indian gaming are investigated. Whether sovereign status is enhanced or depleted by the advent of legalized gaming is a reoccurring question. Native artists who depict casino subject matter are highlighted, with an emphasis on work that offers social commentary or questions the impact of Indian gaming on Native life. The visual culture of specific Indian gaming facilities is explored through Interior and exterior design, ranging from casino chips to monumental sculptures. Casinos discussed include Sandia Resort and Casino, Camel Rock Casino, Isleta Resort and Casino, Buffalo Thunder Casino and Resort, Twin Arrows Navajo Casino Resort, Casino Arizona and Foxwoods Resort Casino. While the main emphasis of this dissertation is on Pueblo casinos, other indigenous gaming facilities are discussed, including those owned by Navajo, Salt River Pima-Maricopa and Pequot tribal communities. This study provides a new perspective on how Indian casinos can function as museums

Operator-based approaches to harm minimisation in gambling: summary, review and future directions

In this report we give critical consideration to the nature and effectiveness of harm minimisation in gambling. We identify gambling-related harm as both personal (e.g., health, wellbeing, relationships) and economic (e.g., financial) harm that occurs from exceeding one’s disposable income or disposable leisure time. We have elected to use the term ‘harm minimisation’ as the most appropriate term for reducing the impact of problem gambling, given its breadth in regard to the range of goals it seeks to achieve, and the range of means by which they may be achieved. The extent to which an employee can proactively identify a problem gambler in a gambling venue is uncertain. Research suggests that indicators do exist, such as sessional information (e.g., duration or frequency of play) and negative emotional responses to gambling losses. However, the practical implications of requiring employees to identify and interact with customers suspected of experiencing harm are questionable, particularly as the employees may not possess the clinical intervention skills which may be necessary. Based on emerging evidence, behavioural indicators identifiable in industryheld data, could be used to identify customers experiencing harm. A programme of research is underway in Great Britain and in other jurisdiction

Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting

The most significant progress in recent years in online display advertising is what is known as the Real-Time Bidding (RTB) mechanism to buy and sell ads. RTB essentially facilitates buying an individual ad impression in real time while it is still being generated from a user’s visit. RTB not only scales up the buying process by aggregating a large amount of available inventories across publishers but, most importantly, enables direct targeting of individual users. As such, RTB has fundamentally changed the landscape of digital marketing. Scientifically, the demand for automation, integration and optimisation in RTB also brings new research opportunities in information retrieval, data mining, machine learning and other related fields. In this monograph, an overview is given of the fundamental infrastructure, algorithms, and technical solutions of this new frontier of computational advertising. The covered topics include user response prediction, bid landscape forecasting, bidding algorithms, revenue optimisation, statistical arbitrage, dynamic pricing, and ad fraud detection

Improving Inventory Control through Narrowcasting Promotion Management

Narrowcasting is a business-centric network management solution which integrates media devices such as digital screens, high-bandwidth communication channels, and media management systems for media content distribution. The real time integration of inventory management with the emerging narrowcasting promotion systems promises a new level of supply chain efficiency. We investigate system modeling and design aspects of narrowcasting-based inventory control, which are of importance in terms of developing software systems to materialize the potentials of narrowcasting as a highly responsive promotion media. We propose an extension to the classical news-vendor inventory model, which integrates the narrowcasting advertising component into the dynamic inventory management process. We also present a promotion scheduling model for narrowcasting-based inventory management. To demonstrate the application of the proposed models, we provide a complete case study in the context of quick service restaurant industry

Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting

The most significant progress in recent years in online display advertising is what is known as the Real-Time Bidding (RTB) mechanism to buy and sell ads. RTB essentially facilitates buying an individual ad impression in real time while it is still being generated from a user’s visit. RTB not only scales up the buying process by aggregating a large amount of available inventories across publishers but, most importantly, enables direct targeting of individual users. As such, RTB has fundamentally changed the landscape of digital marketing. Scientifically, the demand for automation, integration and optimisation in RTB also brings new research opportunities in information retrieval, data mining, machine learning and other related fields. In this monograph, an overview is given of the fundamental infrastructure, algorithms, and technical solutions of this new frontier of computational advertising. The covered topics include user response prediction, bid landscape forecasting, bidding algorithms, revenue optimisation, statistical arbitrage, dynamic pricing, and ad fraud detection