Date of Award

Spring 2017

Document Type

Dissertation

Degree Name

Doctor of Philosophy in Information Systems - (Ph.D.)

Department

Information Systems

First Advisor

Yi Chen

Second Advisor

Cristian Borcea

Third Advisor

Vincent Oria

Fourth Advisor

Ellen Thomas

Fifth Advisor

Nitish Korula

Abstract

As a massive industry, display advertising delivers advertisers’ marketing messages to attract customers through graphic banners on webpages. Display advertising is also the most essential revenue source of online publishers. Currently, advertisers are charged by user response or ad serving. However, recent studies show that users barely click or convert display ads. Moreover, about half of the ads are actually never seen by users. In this case, advertisers cannot enhance their brand awareness and increase return on investment. Publishers also lose much revenue. Therefore, the ad pricing standards are shifting to a new model: ad impressions are paid if they are viewable, not just being responded to or served. The Media Ratings Council’s standard for a viewable display impression is a minimum of 50% of pixels in view for a minimum of one second. To implement viewable impressions as pricing currency, ad viewability should be accurately predicted. Ad viewability prediction can improve the performance of guaranteed ad delivery, real-time bidding, as well as recommender systems.

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