Abstract Details
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Activity Number:
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576
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Type:
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Invited
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Date/Time:
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Wednesday, August 7, 2013 : 2:00 PM to 3:50 PM
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Sponsor:
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Section on Statistics in Marketing
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| Abstract - #307417 |
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Title:
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Behavioral Targeting
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Author(s):
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Hyunyoung Choi*+
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Companies:
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Triggit
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Keywords:
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behavior targeting ;
real time bidding ;
last click attribution
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Abstract:
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The ultimate goal in advertising is to find the right consumers to the products and services and ensure the company's profitability. There are different attributes that determines the value of ads - type of publisher, size of ads units, clickiness and so on. While the last click is valuable to the advertiser as it gives them an opportunity to see the return on their investment, we can't depreciate all efforts leading up to the last click. Behavioral re-targeting is a form of online targeted advertising that the online ads are targeted to consumers based on their Internet activities. Triggit is a demand side advertising platform that allows advertisers to bid on individual ad impressions in real time. With the data from Triggit, we measure the ads effectiveness across platform.
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Authors who are presenting talks have a * after their name.
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