Computational Advertising: Market and Technologies for Internet Commercial Monetization

ISBN-13: 9780367206383 / Angielski / Twarda / 2020 / 442 str.

Peng Liu;Chao Wang

Opis

This book introduces computational advertising, and Internet monetization. It provides a macroscopic understanding of how consumer products in the Internet era push user experience and monetization to the limit. Part One of the book focuses on the basic problems and background knowledge of online advertising. Part Two targets the product, operations, and sales staff, as well as high-level decision makers of the Internet products. It explains the market structure, trading models, and the main products in computational advertising. Part Three targets systems, algorithms, and architects, and focuses on the key technical challenges of different advertising products.FeaturesIntroduces computational advertising and Internet monetizationCovers data processing, utilization, and tradingUses business logic as the driving force to explain online advertising products and technology advancementExplores the products and the technologies of computational advertising, to provide insights on the realization of personalizationsystems, constrained optimization, data monetization and trading, and other practical industry problemsIncludes case studies and code snippets