This monograph offers insightful knowledge of real-world RTB systems, to bridge the gaps between industry and academia, and to provide an overview of the fundamental infrastructure, algorithms, and technical and research challenges of the new frontier of computational advertising.

How can a single person understand what's going on in a collection of millions of documents? This is an increasingly common problem: sifting through an organization's e-mails, understanding a decade worth of newspapers, or characterizing a scientific field's research. Topic models are a statistical framework that help users understand large document collections: not just to find individual documents but to understand the general themes present in the collection. This survey describes the recent academic and industrial applications of topic models with the goal of launching a young researcher capable of building their own applications of topic models. In addition to topic models' effective application to traditional problems like information retrieval, visualization, statistical inference, multilingual modeling, and linguistic understanding, this survey also reviews topic models' ability to unlock large text collections for qualitative analysis. We review their successful use by researchers to help understand fiction, non-fiction, scientific publications, and political texts.

Display advertising is a major source of revenue for many of the online publishers and content providers. Historically, display advertising impressions have been sold through pre-negotiated contracts, known as reservation contracts, between publishers and advertisers. In recent years, a growing number of impressions are being sold in real-time bidding (RTB), where advertisers bid for impressions in real-time, as consumers visit publishers' websites. RTB allows advertisers to target consumers at an individual level using browser cookie information, and enables them to customize their ads for each individual. The rapid growth of RTB has created new challenges for advertisers and publishers on how much budget and ad inventory to allocate to RTB. In this paper, we use a game theory model with two advertisers and a publisher to study the effects of RTB on advertisers' and publishers' strategies and their profits. We show that symmetric advertisers use asymmetric strategies where one advertiser buys all of his impressions in RTB whereas the other advertiser focuses on reservation contracts. Interestingly, we find that while both advertisers benefit from existence of RTB, the advertiser that focuses on reservation contracts benefits more than the advertiser that focuses on RTB. We show that while RTB lowers the equilibrium price of impressions in reservation contracts, it increases the publisher's total revenue. Despite many analysts' belief that, because of being more efficient, RTB will replace reservation contracts in the future, we show that publishers have to sell a sufficiently large fraction of their impressions in reservation contracts in order to maximize their revenue. We extend our model to consider premium consumers, publisher's uncertainty about the number of future visitors, and effectiveness of ad customization.

This book constitutes the thoroughly refereed proceedings of the 10th International Conference on Design Science Research in Information Systems and Technology, DESRIST 2015, held in Dublin, Ireland, in May 2015. The 22 full papers, 11 short papers and 10 short papers describing prototypes and products were carefully reviewed and selected from 111 submissions. The papers are organized in topical sections on design science research in action; meta perspectives; data mining and analytics; emerging themes; design practice and design thinking; and prototypes.

This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.

The authors systematically review methods of online digital advertising (ad) fraud and the techniques to prevent and defeat such fraud in this brief. The authors categorize ad fraud into three major categories, including (1) placement fraud, (2) traffic fraud, and (3) action fraud. It summarizes major features of each type of fraud, and also outlines measures and resources to detect each type of fraud. This brief provides a comprehensive guideline to help researchers understand the state-of-the-art in ad fraud detection. It also serves as a technical reference for industry to design new techniques and solutions to win the battle against fraud.

A complete guide to developing, implementing, monitoring, and optimizing an online display ad campaign The display business is online advertising's fastest growing field. Google and others are starting to provide easy tools to enable small- and medium-sized businesses to take advantage of this opportunity. This guide provides marketers, consultants, and small-business owners with the knowledge and skills to create and optimize a display advertising campaign. It covers concepts, trends, and best practices, and presents a day-to-day plan for developing, managing, and measuring a successful campaign. Online display advertising is a hot topic, and this hands-on guide helps marketing professionals and small-business owners gain the skills to create and manage their own campaigns Provides an overview of display advertising concepts, including types, formats, and how they're placed on websites Explains how to plan a campaign, including defining goals and planning resources, contextual and placement targeting, and keyword use Covers campaign launch and measurement, ad creation, social media advertising, how to optimize a campaign, and much more Display Advertising: An Hour a Day helps anyone promote a business successfully with effective online display ad campaigns.