Smart Pacing for Effective Online Ad Campaign Optimization

In targeted online advertising, advertisers look for maximizing campaign performance under delivery constraint within budget schedule. Most of the advertisers typically prefer to impose the delivery constraint to spend budget smoothly over the time in order to reach a wider range of audiences and have a sustainable impact. Since lots of impressions are traded through public auctions for online advertising today, the liquidity makes price elasticity and bid landscape between demand and supply change quite dynamically. Therefore, it is challenging to perform smooth pacing control and maximize campaign performance simultaneously. In this paper, we propose a smart pacing approach in which the delivery pace of each campaign is learned from both offline and online data to achieve smooth delivery and optimal performance goals. The implementation of the proposed approach in a real DSP system is also presented. Experimental evaluations on both real online ad campaigns and offline simulations show that our approach can effectively improve campaign performance and achieve delivery goals.Comment: KDD'15, August 10-13, 2015, Sydney, NSW, Australi

Analysis of the retail survey of products that carry welfare- claims and of non-retailer led assurance schemes whose logos accompany welfare-claims.

This report serves two aims. Firstly, this report contains analysis of the retail audit (sub-deliverable 1.2.2.1) of welfare-friendly food products in the 6 study countries. The report gives the results of an emerging comparative analysis of the ‘market’ for welfare-friendly food products in the 6 study countries. It also outlines ‘non-retailer’ led schemes1 whose products occurred in the study. In this way, an emerging picture of the actual product ranges, that make claims about welfare-friendliness, will be drawn based on fieldwork carried out from November 2004 until April 2005. Also, the report explores how the different legislative and voluntary standards on animal welfare compare across different countries and how these actively advertise their welfare-friendlier component to consumers through food packaging. <br/

I own the pipes, you call the tune? The net neutrality debate and its (ir)relevance for Europe

1The debate of the so-called “net neutrality” has been under the spotlight in the US for many years, whereas many believed it would not become an issue in Europe. However, over the past few months the need to revise the current regulatory framework to encourage investment in all-IP networks has led to greater attention for net neutrality and its consequences for investment and competition. After the Commission adopted a “light-touch” approach to the issue at the end of 2007, the European Parliament has started to reconsider the issue, and it is reportedly considering a move towards more pro-neutrality rules. This paper summarises the main issues at hand in the net neutrality debate and the views expressed by advocates and opponents of the neutrality principle. The problem is described from a multi-sided market perspective, stressing the role of network operators as intermediaries in the “layered” architecture of all-IP networks. Finally, the paper discusses whether the European regulatory framework and its interaction with ex post competition policy are likely to solve many of the concerns of net neutrality advocates without any need for ad hoc regulation; and whether currently proposed solutions are likely to prove welfare-enhancing and conducive to a better regulatory environment for future e-communications.openopenRENDA A.Renda, Andre

I Want My MP3: Legal and Policy Barriers to a Legitimate Digital Music Marketplace

The Future of Music Coalition (FMC) has provided a voice in Washington, D.C. for musicians since 2000. One of our principal beliefs is that creation, both artistic and technological, is valuable and that artists deserve to be compensated for their work. The amount of this compensation and the mechanisms to facilitate payment are, of course, subject to contracts, market value, and other factors, some experimental or technological in nature. FMC also believes that music fans should be able to lawfully access the music they want without undue barriers or restrictions. Needless to say, finding the appropriate balance between creators\u27 rights and public benefit in the digital age has been challenging. Yet, it\u27s a discussion that must continue, and FMC is committed to facilitating these important conversations. In 2000, FMC took the position that the only antidote to an illegal Napster is a legal Napster. The events of the last decade have demonstrated this statement\u27s truth. Terrestrial music sales have dropped, and digital sales have risen. Although digital sales have not increased enough to make up for falling physical album sales, it is increasingly clear that the future of music distribution is online. Since 2000, numerous new music business models have attempted to monetize music in the new digital marketplace. A few have succeeded, but many have failed. Some failures could be blamed on poorly constructed schemes. However, some workable business models have struggled not because their model is unworkable, but because of the law\u27s inability to adapt to the internet age. Tensions between existing copyright law and current consumptive trends-facilitated by technological developments that were unimaginable even ten years ago-are hampering the effort to build new business models that compensate artists, meet consumer demand, and create an economically sustainable cultural community. Much of the problem stems from the lack of a stable legal framework governing the digital use of creative content. This Article will highlight some unresolved legal tensions surrounding the creation of new, viable digital music business models, effective artist compensation, and maximum public benefit. The authors believe Congress and the new administration should address these tensions in order to encourage the creation of a vibrant, viable digital music marketplace

Transmedia Storytelling, an ally of Corporate Communication: #Dropped by Heineken case study

Corporate Communication changes trying to follow new social, technological and media dynamics. In the current context, it begins to experience with transmedia storytelling that offers a story to explain, multiple platforms and distinct levels of audience participation. Up to now, transmedia storytelling has been studied especially linked to fiction brands (television, cinematographic or literary, fundamentally). This article is one of the first in tackling a corporate campaign from the key elements of transmedia storytelling: story, media/platforms and audiences. It highlights the importance of the new tendency for the future of Corporate Communication.La Comunicación Corporativa cambia intentando seguir las nuevas dinámicas sociales, tecnológicas y mediáticas. En el contexto actual, comienza a experimentar con narrativas transmedia que ofrecen una historia que contar, múltiples plataformas para ello y distintos niveles de participación para las audiencias. Hasta ahora, las narrativas transmedia se han estudiado sobre todo vinculadas a marcas de ficción (televisiva, cinematográfica o literaria, fundamentalmente). El presente artículo es uno de los primeros en abordar una campaña corporativa desde los elementos claves de las narrativas transmedia: historia, medios/plataformas y audiencias. Se pone de relevo la importancia de la nueva tendencia para el futuro de la Comunicación Corporativa

Perspectives Winter 2003

Winter 2003 employee newsletter published quarterly for employees of Blue Cross and Blue Shield of Florida. Includes Brand Matters, Winter 2003

Net Neutrality in Canada and what it means for libraries

Net neutrality, the idea that the Internet should be provided to all without discrimination based on content or applications, has been an important policy issue in the last few years. A lack of net neutrality could negatively impact libraries, intellectual freedom, cultural diversity, and the right to privacy. This paper looks at the issues that underline the net neutrality debate and describes how they are shaped by the different actors that are concerned with the future of the Internet. Technological issues, such as traffic shaping by Internet Service Providers, and legal issues in the context of Canada's Telecommunications Act, are also addressed. Finally, the paper reviews the recent CRTC policy on Internet Traffic Management Practices

Net Neutrality and Nondiscrimination Norms in Telecommunications: A Historical Perspective

“Net neutrality” refers to the principle that broadband providers should not discriminate when transporting content and applications over the Internet. After several years of debate, the Federal Communications Commission adopted binding net neutrality rules in December 2010. The cornerstone of this regime is a binding rule that forbids broadband providers from unreasonably discriminating when delivering Internet traffic.The prohibition on unreasonable discrimination has a long pedigree in telecommunications law, and net neutrality proponents have long asserted the need to extend that nondiscrimination norm to cyberspace. But the Commission’s net neutrality rules impose far greater obligations on broadband providers than the law ever imposed on other telecommunications companies. This expansive reach is particularly surprising given the fact that most broadband markets do not exhibit the characteristics that have historically triggered strict nondiscrimination obligations. While the Commission has pursued the laudatory goal of protecting consumers, its rules have the unintended consequence of stifling innovation in the broadband industry. A more nuanced, modest set of restrictions grounded in the Commission’s traditional nondiscrimination rules would be far superior policy, and would reflect the learned wisdom of seventy-five years of telecommunications law