Computational Advertising: Market and Technologies for Internet Commercial Monetization

Description

This book introduces computational advertising, and Internet monetization. It provides a macroscopic understanding of how consumer products in the Internet era push user experience and monetization to the limit. Part One of the book focuses on the basic problems and background knowledge of online advertising. Part Two targets the product, operations, and sales staff, as well as high-level decision makers of the Internet products. It explains the market structure, trading models, and the main products in computational advertising. Part Three targets systems, algorithms, and architects, and focuses on the key technical challenges of different advertising products. Contents List of Figures List of Tables Foreword Preface (1) Preface (2) Preface (3) Authors Part 1: Market and Background of Online Advertising 1 Overview of Online Advertising 2 Basis for Computational Advertising Part 2: Product Logic of Online Advertising 3 Overview of Online Advertising Products 4 Agreement-Based Advertising 5 Search Ad and Auction-Based Advertising 6 Programmatic Trade Advertising 7 Data Processing and Exchange 8 News Feed Ad and Native Ad Part 3: Key Technologies for Computational Advertising 9 Technological Overview 10 Fundamental Knowledge 11 Agreement-Based Advertising Technologies 12 Audience-Targeting Technologies 13 Auction-Based Advertising Technologies 14 CTR Prediction Model 15 Programmatic Trade Technologies 16 Other Advertising Technologies PART 4 Terminology and Index Terminology References Index