Online display advertising: modeling the effects of multiple creatives and individual impression histories

Authors :: Braun, Michael
Moe, Wendy W.
Source :: Marketing Science. September 1, 2013, Vol. 32 Issue 5, p753, 15 p.
Publication Year :: 2013
Abstract: Online advertising campaigns often consist of multiple ads, each with different creative content. We consider how various creatives in a campaign differentially affect behavior given the targeted individual s ad [...]

Subjects :: Advertising campaigns -- Analysis
Bayesian statistical decision theory -- Models
Internet/Web advertising -- Analysis
Internet/Web advertising
Advertising, marketing and public relations
Business

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