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Research on Cross-platform Measurement method of online Advertising

Nanxi Huang,Chunxi Li,Yongxiang Zhao,Yuchun Guo

Published 2018 in arXiv.org

ABSTRACT

There are a large number of competing ADXs on the Internet. It is the primary demand to identify and compare the advertising performance of ADX. Traditional method relies on training artificial online personas to represent behavioral traits. Then it uncovers existing correlation between users each exhibiting a certain behavioral trait and the display ads shown to them. This approach only measures and evaluates the performance of a single ADX. Due to without common measurement basis, this method does not able to apply to the comparative study of the performance of multiple ADXs. Therefore, in this tech report, a synchronous cross-platform measurement method is proposed and implemented. This method can realize the comparison of the performance of different ADXs, and help advertisers select the appropriate ADX.

PUBLICATION RECORD

  • Publication year

    2018

  • Venue

    arXiv.org

  • Publication date

    2018-03-03

  • Fields of study

    Business, Computer Science

  • Identifiers
    arXiv 1803.05988
  • External record

    Open on Semantic Scholar

  • Source metadata

    Semantic Scholar

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