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Online Multimedia Advertising

Book Description

The explosive growth of multimedia data on the web creates significant opportunities for multimedia advertising. Multimedia content becomes a natural information carrier for advertisements and business models that freely distribute multimedia contents and recoup revenue from multimedia advertisements have emerged in large numbers.  Online Multimedia Advertising: Techniques and Technologies unites recent research efforts in online multimedia advertising. This book include introductions to basic concepts and fundamental technologies for online advertising, basic multimedia technologies for online multimedia advertising, and modern multimedia advertising schemes, theories and technologies. 

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
    2. List of Reviewers
  5. Preface
  6. Section 1: Traditional Text/Banner Advertising Techniques
    1. Chapter 1: Click-Through Rate Estimation for Rare Events in Online Advertising
      1. Abstract
      2. INTRODUCTION
      3. BACKGROUND
      4. SMOOTHING CTR ESTIMATION
      5. EXPERIMENTAL RESULTS
      6. CONCLUSION
    2. Chapter 2: Reinforcement Learning for Online Optimization of Banner Format and Delivery
      1. Abstract
      2. INTRODUCTION
      3. 1,2,3… BANNERS PROBLEMS
      4. STOCHASTIC MODELS FOR BANNER OPTIMIZATION
      5. EXPERIMENTS
      6. DISCUSSION
      7. CONCLUSION
    3. Chapter 3: Utilizing Sentiments in Online Contextual Advertising
      1. Abstract
      2. 1. INTRODUCTION
      3. 2. ONLINE ADVERTISING BASICS
      4. 3. APPROACHES TO CONTEXTUAL ADVERTISING
      5. 4. SENTIMENTS IN CONTEXTUAL ADVERTISING
      6. 5. CONCLUSIONS AND FUTURE WORK
  7. Section 2: Image Advertising
    1. Chapter 4: In-Image Advertising
      1. Abstract
      2. INTRODUCTION
      3. BACKGROUND
      4. ONLINE SERVICE FOR IN-IMAGE ADVERTISING
      5. KEY PROBLEMS
      6. EXEMPLARY SYSTEMS
      7. EXPERIMENTS
      8. FUTURE RESEARCH DIRECTIONS
      9. CONCLUSION
    2. Chapter 5: Argo
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. LEARNING EFFICIENT TOPIC SPACE
      4. 3. ADVERTISING BY USER INTEREST MINING
      5. 4. EVALUATIONS
      6. 5. CONCLUSION
    3. Chapter 6: The Advent of Play and Pursuit
      1. Abstract
      2. THE GROWTH OF ONLINE ADVERTISING
      3. PERSUASION, PLAY AND ADVERTISING
      4. HARNESSING THE CHARACTERISTIC OF THE VIRTUAL
      5. THE PHILOSOPHY OF PLAY
      6. PUTTING PLAY INTO ONLINE PLATFORMS
      7. CONCLUSION
  8. Section 3: Video Advertising
    1. Chapter 7: Content and Attention Aware Overlay for Online Video Advertising
      1. Abstract
      2. 1 INTRODUCTION
      3. 2 RELATED WORK
      4. 3 SYSTEM OVERVIEW
      5. 4 LOW ATTENTIVE REGION DETECTION
      6. 5 JOINT OPTIMIZATION FOR OVERLAY ADS
      7. 6 EXPERIMENTAL RESULTS
      8. 7 CONCLUSION AND FUTURE WORK
    2. Chapter 8: An Explorative Study of Virtual Product Placement
      1. Abstract
      2. INTRODUCTION
      3. REVIEW OF THE LITERATURE
      4. Virtual Spotlighted Advertising
      5. EVALUATION RESULTS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
    3. Chapter 9: Adapting Online Advertising Techniques to Television
      1. Abstract
      2. INTRODUCTION
      3. SOLUTIONS AND RECOMMENDATIONS
      4. MODEL ESTIMATION
      5. RETENTION SCORE MODELS
      6. PREDICTIVE POWER
      7. CONCLUSIONS AND FUTURE RESEARCH DIRECTIONS
    4. Chapter 10: Linking Traditional TV Advertising to Internet Advertising
      1. Abstract
      2. INTRODUCTION
      3. BACKGROUND
      4. INTERNET ADVERTISING
      5. TELEVISION ADVERTISING
      6. INTERNET ADVERTISING VERSUS TELEVISION ADVERTISING
      7. LINKING TRADITIONAL TV ADVERTISING TO INTERNET ADVERTISING
      8. SYNTACTIC ELEMENTS OF TELEVISION ADS
      9. SEMANTIC ELEMENTS OF TELEVISION ADS
      10. Linking Television Ads to Internet Ads via Syntactic and Semantic Elements
      11. A PROTOTYPE OF LINKING TELEVISION ADS TO INTERNET ADS
      12. FUTURE RESEARCH DIRECTIONS
      13. CONCLUSION
    5. Chapter 11: Contextual In-Stream Video Advertising
      1. Abstract
      2. INTRODUCTION
      3. Related Work
      4. APPROACH
      5. EXEMPLARY SYSTEMS: VIDEOSENSE AND ADON
      6. Conclusion
  9. Section 4: Behavior Targeting/Personalized Ads/Audience Intelligence
    1. Chapter 12: Behavioral Targeting Online Advertising
      1. Abstract
      2. INTRODUCTION
      3. BACKGROUND
      4. BEHAVIORIAL TARGETING
      5. EVALUATION METRICS
      6. Experiments
      7. FUTURE RESEARCH DIRECTIONS
      8. CONCLUSION
    2. Chapter 13: Distributed Technologies for Personalized Advertisement Delivery
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. A FRAMEWORK FOR PERSONALIZED AD RECOMMENDATION
      5. Ontology Population with Lexical Graphs
      6. CASE STUDY: AD RECOMMENDATION FOR THE SOCCER DOMAIN
      7. CONCLUSION AND FUTURE WORK
    3. Chapter 14: Audience Intelligence in Online Advertising
      1. Abstract
      2. INTRODUCTION
      3. 1. BACKGROUNDS
      4. 2. AUDIENCE INTELLIGENCE ON END-USERS
      5. 3. AUDIENCE INTELLIGENCE ON ADVERTISERS
      6. 4. RELATED ISSUES
      7. 5. SUMMARY
    4. Chapter 15: Targeted Mobile Advertisement in the IP Multimedia Subsystem
      1. Abstract
      2. INTRODUCTION
      3. Background
      4. Framework for Mobile Advertisement
      5. Future Research Directions
      6. Conclusion
      7. ABBREVIATION LIST
  10. Compilation of References
  11. About the Contributor
  12. Index