Tutorial T6-A - Online advertising: business models,

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15 Οκτ 2013 (πριν από 3 χρόνια και 10 μήνες)

106 εμφανίσεις

Tutorial
T6
-
A

-

Online advertising: business models,
technologies and issues

James Shanahan,
Church and Duncan Group Inc.

Abstract

Internet advertising revenues in the United States totaled $21 billion for 2007, up 25 percent

versus 2006 revenues of $16.9
billion (according to the Interactive Advertising Bureau). Fueled by
these

growth rates and the desire to provide added incentives and opportunities for both advertisers
and

publishers, alternative business models to online advertising are been developed.
This tutorial will
review

the main business models of online advertising including: the pay
-
per
-
impression model (CPM);
and the

pay
-
per
-
click model (CPC); a relative new comer, the pay
-
per
-
action model (CPA), where an
action

could be a product purchase, a
site visit, a customer lead, or an email signup; and dynamic
CPM (dCPM)

which optimizes a campaign towards the sites and site sections that perform best for the
advertiser.


This tutorial will also discuss in detail the technology being leveraged to automa
tically target ads
within

these business models; this largely derives from the fields of machine learning (e.g., logistic
regression,

online learning), statistical (e.g., binomial maximum likelihood), information retrieval (vector
space

model, BM25) and ec
onomics (auction mechanisms, game theory). Challenges such as click
fraud (the

spam of online advertising), deception, privacy and other open issues will also be
discussed. Web 2.0

applications such as social networks, and video/photo
-
sharing pose new
chal
lenges for online

advertising. These will also be discussed.

Presenter

Dr. James G. Shanahan
has spent the last 20 years developing and researching cutting
-
edge
information management

systems to harness information retrieval, linguistics and machine learni
ng.
During the summer of 2007, he

started a boutique consultancy (Church and Duncan Group Inc.) in
San Francisco who major goal is to

help companies leverage their vast repositories of data using
statistics, machine learning and data mining

for application
s are such as web search, and online
advertising. Church and Duncan Group’s clients

include SearchMe.com, MyOfferPal.com,
SkyGrid.com, and ScoutLabs.com.

Prior to starting Church and Duncan Group Inc., Jimi was Chief Scientist (and member of
executive team
)

at Turn Inc. where he focused on the development and deployment of an online ad
targeting system

(CPA/CPC/CPM
-
based) in a principled and measured way that leveraged advanced
statistical and

machine learning techniques; These responsibilities included lev
eraging the entire
reservoir of data assets

in order to develop methods for identifying key optimizations, deploying
relevant analytical tools and

improving the user experience. Prior to joining Turn, Jimi was Principal
Research Scientist at

Clairvoyance C
orporation where he led the Knowledge Discovery from Text
Group. Before that he was a

Research Scientist at Xerox Research Center Europe (XRCE), where, as
a member of the Co
-
ordination

Technologies Group, he developed Document Souls, a patented
document
-
ce
ntric approach to

information access. In the early 90s, he worked on the AI Team within
the Mitsubishi Group in Tokyo.

He has published six books, over 50 research publications, and 15 patents in the areas of
machine

learning and information processing. Ji
mi was General Chair for CIKM 2008. He is a regularly
invited to

give talks at international conferences and universities around the world. Jimi received his
Ph.D. in

engineering mathematics from the University of Bristol, U. K. and holds a bachelor of sci
ence
degree in

computer science from the University of Limerick, Ireland. He is a Marie Curie fellow and
member of

IEEE and ACM.