We consider the potential to improve the efficiency and efficacy of broader advertising efforts through cross-channel coordination. Past work has demonstrated a positive relationship between television advertising and online search activity. Here, we consider the types of devices on which search...

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks if the focalbrand's link is exogenously removed from...

This paper presents a detailed discussion of problem formulation and data representation issues in the design, deployment, and operation of a massive-scale machine learning system for targeted display advertising. Notably, the machine learning system itself is deployed and has been in continual...

This position paper is about methods for effective, privacy-friendly mobile advertising. Specifically, we propose a new social-targeting design for using consumer location data from mobile devices (smartphones, smart pads, laptops, etc.) to target advertisements in a manner that is both...

A main goal of online display advertising is to drive purchases (etc.) following ad engagement. However, there often are too few purchase conversions for campaign evaluation and optimization, due to low conversion rates, cold start periods, and long purchase cycles (e.g., with brand...