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https://hdl.handle.net/2142/106024
Description
Title
Optimizing Efficiency On Ad Delivery
Author(s)
Bachu, Siva Phani Keshav
Contributor(s)
Hu, Yi-Chun
Issue Date
2019-12
Keyword(s)
Advertising Prediction
Data Analysis
Data Generation
Abstract
Digital advertising has grown into one of the biggest budget items however, the process and
determination of serving ads has been obscured from much of the public. This means that we
cannot know why and how user data is being used in the advertising revenue model. This thesis
aims to expose some of the obfuscation in the digital advertising space and present ways to
recreate and optimize advertising heuristics to lower the cost of advertising in aspects such as
network bandwidth. The task comes down to a lot of data as much of advertising efficiency involves
matching and analyzing user data. As such, we focus on both the process of how data is acquired to
give a background on what kind of data we have as well as the data analysis and prediction models.
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