Computational Advertising; Market and Technologies for Internet Commercial Monetization by Peng Liu & Wang Chao ISBN 9780429262654, 0429262655 instant download

Computational Advertising; Market and Technologies for Internet Commercial Monetization by Peng Liu & Wang Chao ISBN 9780429262654, 0429262655 instant download

Computational advertising is an emerging research subject that incorporates the knowledge of large-scale search, text analysis, information retrieval, statistical model, machine learning, classification, optimization and microeconomics. Grounded in practice, this book systematically introduces the products, problems, systems and algorithms of computational advertising, and carefully analyzes and compares the concrete technologies in this regard from an industrial perspective.
Focused on the fundamental problems in the advertising market, in combination of the market challenges encountered by computational advertising at each stage of its development, and by following the cardinal line of volatile advertising demand, this book successively introduces the important business patterns of agreement-based advertising, auction-based advertising, and programmatic trading, and seriously discusses the key technologies and algorithms for computational advertising.
This book is a treasure house of knowledge for technicians in the merchandising department of Internet companies, product technicians who are interested in personalization system, big data monetization or transaction, decision-makers of traditional enterprises that are involved in the networking process, traditional advertising practitioners, Internet entrepreneurs, and graduate students majored in computer-related disciplines.