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Topics in Computational Advertising

dc.contributor.advisor Banks, David L
dc.contributor.author Au, Timothy Chun-Wai
dc.date.accessioned 2014-05-14T19:17:29Z
dc.date.available 2014-05-14T19:17:29Z
dc.date.issued 2014
dc.identifier.uri https://hdl.handle.net/10161/8696
dc.description.abstract <p>Computational advertising is an emerging scientific discipline that incorporates tools and ideas from fields such as statistics, computer science, and economics. Although a consequence of the rapid growth of the Internet, computational advertising has since helped transform the online advertising business into a multi-billion dollar industry.</p><p>The fundamental goal of computational advertising is to determine the ``best'' online ad to display to any given user. This ``best'' ad, however, changes depending upon the specific context that is under consideration. This leads to a variety of different problems, three of which are discussed in this thesis.</p><p>Chapter 1 briefly introduces the topics of online advertising and computational advertising. Chapter 2 proposes a numerical method to approximate the pure strategy Nash equilibrium bidding functions in an independent private value first-price sealed-bid auction where bidders draw their types from continuous and atomless distributions---a setting in which solutions cannot generally be analytically derived, despite the fact that they are known to exist and be unique. Chapter 3 proposes a cross-domain recommender system that is a multiple-domain extension of the Bayesian Probabilistic Matrix Factorization model. Chapter 4 discuss some of the tools and challenges of text mining by using the Trayvon Martin shooting incident as a case study in analyzing the lexical content and network connectivity structure of the political blogosphere. Finally, Chapter 5 presents some concluding remarks and briefly discusses other problems in computational advertising.</p>
dc.subject Statistics
dc.title Topics in Computational Advertising
dc.type Dissertation
dc.department Statistical Science


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