Even as online advertising continues to grow, a central question remains: Who to target? Yet, advertisers know little about how to select from the hundreds of audience segments for targeting (and combinations thereof) for a profitable online advertising campaign. Utilizing insights from a field...

Many advertisers hire agencies to run their search engine marketing campaigns; increasingly, they are using innovative performance-based compensation plans, in which they pay the agency a fee for each conversion (i.e., acquired customer) but require the agency to pay all search engine marketing...

Programmatic advertising is prevalent in online advertising. However, it offers managers limited control over the type of website where the ad appears, resulting in brand safety issues. Aware of the risk that ads may potentially display on websites of poor quality (nonpremium websites), managers...

Ad exchanges, i.e., platforms where real-time auctions for ad impressions take place, historically emphasized targeting based on users, and advertisers often did not know which sites their ads would appear on, i.e., the ad context. More recently, some ad exchanges have been encouraging...

A large share of all online display advertisements (ads) are never seen by a human. For instance, an ad could appear below the page fold, where a user never scrolls. Yet, an ad is essentially ineffective if it is not at least somewhat viewable. Ad viewability - which refers to the pixel...

Die gegenwärtige Vorgehensweise beim Vergleich von Mobilfunktarifen sieht so aus» daß zunächst ein Nutzungsprofil vorgegeben wird, dann die dazugehörigen Rechnungsbeträge der einzelnen Tarife ermittelt werden und schließlich eine Beurteilung der Tarife durch den Vergleich der...