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Persistent link: https://www.econbiz.de/10010199751
Online advertising campaigns often consist of multiple ads, each with different creative content. We propose a model that evaluates the effectiveness of each creative in a campaign given the targeted individual’s ad impression history, as characterized by the timing and mix of previously seen...
Persistent link: https://www.econbiz.de/10014179491
Online advertising campaigns often consist of multiple ads, each with different creative content. We consider how various creatives in a campaign differentially affect behavior given the targeted individual's ad impression history, as characterized by the timing and mix of previously seen ad...
Persistent link: https://www.econbiz.de/10014153039