Computational Advertising Market and Technologies for Internet Commercial Monetization 2nd Edition by Peng Liu,Chao Wang ISBN 0367206382 978-0367206383

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Product details:

ISBN 10: 0367206382 
ISBN 13: 978-0367206383
Author: Peng Liu,Chao Wang

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.

Features

· Introduces computational advertising and Internet monetization

· Covers data processing, utilization, and trading

· Uses business logic as the driving force to explain online advertising products and technology advancement

· Explores the products and the technologies of computational advertising, to provide insights on the realization of personalization systems, constrained optimization, data monetization and trading, and other practical industry problems

· Includes case studies and code snippets

Table of contents:

Preface

Foreword
Preface (1)
Preface (2)
Preface (3)
Authors
PART 1: Market and Background of Online Advertising

Chapter 1: Overview of Online Advertising
Chapter 2: Basis for Computational Advertising
PART 2: Product Logic of Online Advertising

Chapter 3: Overview of Online Advertising Products
Chapter 4: Agreement-Based Advertising
Chapter 5: Search Ad and Auction-Based Advertising
Chapter 6: Programmatic Trade Advertising
Chapter 7: Data Processing and Exchange
Chapter 8: News Feed Ad and Native Ad
PART 3: Key Technologies for Computational Advertising

Chapter 9: Technological Overview
Chapter 10: Fundamental Knowledge
Chapter 11: Agreement-Based Advertising Technologies
Chapter 12: Audience-Targeting Technologies
Chapter 13: Auction-Based Advertising Technologies
Chapter 14: CTR Prediction Model
Chapter 15: Programmatic Trade Technologies
Chapter 16: Other Advertising Technologies
PART 4: Terminology and Index

References
Index

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Peng Liu,Chao Wang,Computational Advertising,Market,Technologies