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CTR prediction for optimizing the negotiation of internet advertising campaigns

Silva, Jesús; Vargas, Jesús; Rizzo-Vergara, Dawin; Araya Ugarte, Guillermo Agustín; Rosado, César Enrique; Pineda, Omar; Quintero, Benjamín (Corporación Universidad de la Costa, 2020)

Web advertising campaigns have the particularity that allow to measure the performance of campaigns based on different metrics, among which are the cost per thousand impressions (CPM-Cost Per mille), cost per click (CPC) ...
Factors that determine advertising evasion in social networks

Silva, Jesús; Pinillos-Patiño, Yisel; Sukier, Harold; Vargas, Jesús; Corrales, Patricio; Pineda Lezama, Omar Bonerge; Quintero, Benjamín (Corporación Universidad de la Costa, 2021)

The present work is framed within the study of advertising evasion online and particularly in social networks. Social networks are a growing phenomenon, where users spend most of their time online and where companies are ...

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CTR prediction for optimizing the negotiation of internet advertising campaigns
...
Silva, Jesús | 2020

Web advertising campaigns have the particularity that allow to measure the performance of campaigns based on different metrics, among which are the cost per thousand impressions (CPM-Cost Per mille), cost per click (CPC) and the click-to-print ratio (CTR-Click Through Ratio). For this reason, each ad has a specific objective based on these indicators which aim to distribute the purchase of advertising space on the Internet in the best possible way in order to have a better return on investment based on these metrics. The costs incurred in the development of its services is significant and the objectives of the campaigns are not always achieved because it assumes the variability of Internet user behavior. This project consists of proposing a regression model based on the historical data of the companies providing the programmatic purchasing service, in order to optimize negotiations on performance metrics in advertising campaigns with advertisers.

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Factors that determine advertising evasion in social networks
...
Silva, Jesús | 2021

The present work is framed within the study of advertising evasion online and particularly in social networks. Social networks are a growing phenomenon, where users spend most of their time online and where companies are moving part of their advertising investment, as they are considered an ideal place for commercial campaigns. In order to deepen in the variables that precede advertising evasion in social networks, a relationship model was developed based on the theoretical framework of advertising evasion on the Internet, which was contrasted at an empirical level through a panel of users. For this purpose, a structural equation model was designed, which highlighted the relationships between the main antecedent variables of evasion, such as perceived control, advertising intrusion, and psychological reaction.

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CTR prediction for optimizing the negotiation of internet advertising campaigns ﻿

Factors that determine advertising evasion in social networks ﻿

Envíos recientes

CTR prediction for optimizing the negotiation of internet advertising campaigns

Factors that determine advertising evasion in social networks

CTR prediction for optimizing the negotiation of internet advertising campaigns

Factors that determine advertising evasion in social networks