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Marketing Decision Models: Progress and Perspectives Read chapter Read first chapter

2017 | OriginalPaper | Chapter

14. Marketing Models for Internet Advertising

Authors : Randolph E. Bucklin, Paul R. Hoban

Published in: Handbook of Marketing Decision Models

Publisher: Springer International Publishing

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Abstract

This chapter reviews recent advances in the application of marketing models to improve decision-making in internet advertising. It focuses on models developed for use in display advertising and sponsored search advertising. Together, these media account for the bulk of online advertising spending and most of the recent modeling advances in internet advertising. The chapter describes the challenges that confront modelers in these areas, including data limitations and selection effects due to targeting, and details how recent advances in model formulation and model-enhanced experiments are able to address them. The chapter closes with a look at recent modeling work that incorporates the effects of both online display and sponsored search advertising.

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Footnotes
1
Rich media describes advertisements that contain video, audio, or other content that encourages user interaction with the ad.
 
2
Annual spending figures here exclude display ad spending targeted for mobile devices.
 
3
For a detailed discussion of this model, please see Bucklin (2008, pp. 332–334) in the first edition of this volume.
 
4
This model is also discussed in detail in Bucklin (2008, pp. 334–335).
 
5
In practice, CPC is generally close to or equal to the bid.
 
6
Because search ad costs are triggered by customer queries and click-throughs, there is no easy way to use placebo ads as a control condition as is done with display ad tests.
 
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Metadata
Title
Marketing Models for Internet Advertising
Authors
Randolph E. Bucklin
Paul R. Hoban
Copyright Year
2017
Book
Handbook of Marketing Decision Models

Print ISBN: 978-3-319-56939-0

Electronic ISBN: 978-3-319-56941-3

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-319-56941-3_14

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