Automated ad placement Kryštof Német, Michal Balko, Martin Pavelka

Introduction Easy to collect data about people Social media sites People’s interests and possible future needs Planting effective ads Location of banners The loss of user privacy

3 main problem domains Ad personalization Ad placement Ad scheduling Steps related to solving them Knowing the scheduling and placement of ads in advance Determine subset of ads that will maximize revenue for advertizers and publishers

Techniques and tools For collecting data from web users Cookies Questionaries Web logs, log files Mouse, joystick, keyboard

Cookies “Tiny files deposited on a computer hard drive when a user visits a certain web sites” Function: capture web users’ online behavior Utilization: enhance ad personalization

User profiles Stored in companies’ databases Using techniques and tools Companies use servers to link their DB to user’s PC to collect web usage data Data processing and mining Segmentation, cluster analysis, decision trees Ad servers use companies DBs Ad personalization, customization

Google AdSense How it works: Works only with Google AdWords ads Analyze content and visitors Find ad that matches Display ad on designated place on the website Custom design of ads Works only with Google AdWords ads User clicks determine the amount paid Huge source of advertiser demand

Advertising on social media Any platform for sharing opinions Creating groups of people with similarities Fast developing Great tool for finding potential customers Providing access for huge amount of data A lot of targeting options

Advanced targeting options Interest targeting Using reports from users Connected with keyword targeting Behavioral/Connection targeting Purchase behaving Special connection of people to target web

Advanced targeting options Custom targeting Using email addresses, phone numbers or other identifications Lookalike targeting Reaching people who are similar to already targeted group Platforms which can be used Facebook, Twitter, Linkedln or Pinterest

Conclusion Reacting to ads differently Ad blocking with software Websites provide their content for free Future ? ...