Fast Core Pricing for Rich Advertising Auctions

Standard ad auction formats do not immediately extend to settings where multiple size configurations and layouts are available to advertisers. In these settings, the sale of web advertising space increasingly resembles a combinatorial auction with complementarities, where truthful auctions such as the Vickrey–Clarke–Groves (VCG) auction can yield unacceptably low revenue. In “Fast Core Pricing for Rich Advertising Auctions,” Niazadeh, Hartline, Immorlica, Khani, and Lucier study and suggest core-selecting auctions, which boost revenue by setting payments so that no group of agents, including the auctioneer, can jointly improve their utilities by switching to a different outcome. Their main result is a combinatorial algorithm that finds an approximate bidder-optimal core point with an almost linear number of calls to the welfare-maximization oracle. This algorithm is faster than previously proposed heuristics in the literature and has theoretical guarantees. By accompanying the theoretical study with an experimental study based on Microsoft Bing Ad Auction data, the authors conclude that core pricing is implementable even for very time-sensitive practical use cases such as real-time online advertising and can yield more revenue than the VCG or generalized second price auction.

POP-UP IN WEB-ADVERTISING: ANNOYING FACTOR OR METHOD OF EFFECTIVE IMPACT ON CONSUMERS?

In recent years, web-advertising has become the most popular and effective way to market products and services. At the same time, a significant number of advertisements that daily catch the eye of users of the World Wide Web caused a decrease in the effectiveness of traditional advertising communications, such as display or contextual advertising. Currently, this is being replaced by disruptive advertising technologies, which include pop-ups (pop-ups). However, according to research, pop-ups are one of the most annoying types of web advertising. In this regard, site visitors may have a contradiction between negative feelings caused by pop-ups and a positive perception of a product that is advertised using pop-up. The author of the article is looking for the answer to the question “Can negative feelings from annoying advertising move to the advertised product?”. The results obtained demonstrate that annoying advertising can be effective, which, in particular, explains its widespread use in practice. However, the use of annoying advertising can lead to undesirable side effects, for example, growing disregard for advertising, so its use requires careful planning.

Regular Expressions for Web Advertising Detection based on an Automatic Sliding Algorithm

This paper presents the automation of a Web advertising recognition algorithm, using regular expressions. Currently, the use of regular expressions, optical character recognition, Databases, and automation tests have been critical for multiple Software implementations. The tests were carried out in three Web browsers. As a result, the detection of advertisements in Spanish, that distract attention and that above all extract information from users was achieved. The main feature of the algorithm is that automatic and versatile execution does not require access to the code of the page in question and that in the future it can be an application with background operation. In addition, being supported by optical character recognition gives us acceptable efficiency in detecting advertising.

THE EFFECTS OF SMARTPHONE ADVERTISING ON CONSUMERS’ PURCHASE INTENTION

In recent years, the use of smartphone has grown steadily. This has changed the way consumer interact with brands. The level of interaction with the brands through the advertising on smartphones is increasing. Thus, it leads to the need to understand which factors are important when consumers watch an advertising on smartphones and how those factors affect customers’ purchase intentions. To achieve this goal, author implemented Ducoffe’s web advertising model and theory of reasoned action to design research model. With a sample of 322 people viewing advertising on smartphones, This study empirically tested the conceptual model using a Structural Equation Model (SEM). The results showed that entertainment, informativeness, credibility, incentives, personalization and irritation are the factors that explain the advertising value, attitude and purchase intention. The study provides experimental data that helps marketers and advertisers to understand how a smartphone advertising should be designed to achieve the highest performance.