This paper proposes an audience selection framework for online brand advertising based on user activities on social media platforms. It is one of the first studies to our knowledge that develops and analyzes implicit brand-brand networks for online brand advertising. This paper makes several contributions. We first extract and analyze implicit weighted brand-brand networks, representing interactions among users and brands, from a large dataset. We examine network properties and community structures and propose a framework combining text and network analyses to find target audiences. As a part of this framework, we develop a hierarchical community detection algorithm to identify a set of brands that are closely related to a specific brand. This latter brand is referred to as the "focal brand." We also develop a global ranking algorithm to calculate brand influence and select influential brands from this set of closely related brands. This is then combined with sentiment analysis to identify target users from these selected brands. To process large-scale datasets and networks, we implement several MapReduce-based algorithms. Finally, we design a novel evaluation technique to test the effectiveness of our targeting framework. Experiments conducted with Facebook data show that our framework provides significant performance improvements in identifying target audiences for focal brands.

in English Use of trademarks as keywords for searching the Internet The purpose of this thesis is a comprehensive analysis of the use of trademarks as Internet search engine keywords to trigger advertisements that are displayed on search result pages. The main part of the thesis is devoted to legislation and case law in the US. However, for the comparative purposes, I also address developments concerning keyword advertising in the EU. I chose this topic because it combines traditional elements of law with modern technologies. Moreover, despite its significant economic and legal impacts, I consider this topic as insufficiently researched in the Czech Republic. This thesis consists of six chapters. The first chapter is devoted to a general introduction to trademarks, including the history of trademarks, current legal definitions of trademarks as well as legal frameworks of trademarks law. This chapter also focuses on an element of trademark distinctiveness and analyses functions of trademarks. Last but not least, it also describes basic classifications of trademarks and provides their examples. The second chapter introduces the issue of keyword advertising. It focuses on a description of the operation of Internet search engines, keyword advertising programs and AdWords' current policy. The third...

This master's thesis is focused on development of a small company in online advertising business. Based on gathered theoretical knowledge and research a business strategy was drawn up, which will ensure future growth of the company.

Com o avanço da internet, novos tipos de negócios surgiram. Por exemplo, o sistema de anúncios online: produtores de sites e diversos outros conteúdos podem dedicar em uma parte qualquer de sua página um espaço para a impressão de anúncios de diversas lojas em troca de um valor oferecido pelo anunciante. É neste contexto que este trabalho se insere. O objetivo principal é o desenvolvimento de algoritmos que preveem a probabilidade que um dado usuário tem de se interessar e clicar em um anúncio a que está sendo exposto. Este problema é conhecido como predição de CTR (do inglês, \"Click-Through Rate\") ou taxa de conversão. Utiliza-se para isto uma abordagem baseada em regressão logística integrada a técnicas de fatoração de matriz que preveem, através da obtenção de fatores latentes do problema, a probabilidade de conversão para um anúncio impresso em dado site. Além disto, testes considerando uma estratégia dinâmica (em função do tempo) são apresentados indicando que o desempenho previamente obtido pode melhorar ainda mais. De acordo com o conhecimento do autor, esta é a primeira vez que este procedimento é relatado na literatura. / With the popularization of the internet, new types of business are emerging. An example is the online marketing system: publishers can dedicate in any given space of theirs websites a place to the printing of banners from different stores in exchange for a fee paid by the advertiser. It\'s in this context that this work takes place. Its main goal will be the development of algorithms that forecasts the probability that a given user will get interested in the ad he or she is seeing and click it. This problem is also known as CTR Prediction Task. To do so, a logistic regression approach is used combined with matrix factorization techniques that predict, through latent factor models, the probability that the click will occur. On top of that, several tests are conducted utilizing a dynamic approach (varying in function of time) revealing that the performance can increase even higher. According to the authors knowledge, this is the first time this test is conducted on the literature of CTR prediction.

A receita publicitária, historicamente a principal fonte de monetização na indústria de mídia, está se reduzindo em âmbito global. Por outro lado, a receita de circulação, cuja origem é diretamente o consumidor final, cresce anualmente nessa indústria. Paralelamente, observa-se uma mudança no comportamento do consumidor, que demonstra maior preferência por soluções digitais. Esse contexto exige que empresas de mídia repensem seus modelos de negócios e sua estratégia de monetização. Esse estudo propõe um modelo de receita digital adequado ao contexto de uma indústria de mídia do Sul do Brasil. Para alcançar esse objetivo, o método utilizado foi baseado em quatro etapas: (i) revisão da literatura acadêmica e fontes não acadêmicas; (ii) classificação dos modelos encontrados com base em critérios previamente definidos; (iii) desenvolvimento de uma estrutura e (iv) aplicação da estrutura criada, a partir de entrevistas com especialistas, bem como a recomendação de implementação de um modelo. Considerando o caso de uma rádio que concentra sua atuação em esporte e notícias, obteve-se como resultado a recomendação de implementação de um modelo combinado de Assinaturas e Publicidade Online. / Historically, advertising revenue have been the main source of monetization in the publisher industry, but it´s globally decreasing. On the other hand, circulation revenue, whose origin is directly from final consumer, grows annually in this industry. At the same time, consumer behavior is changing, showing preference for digital solutions. This context requires publishers to rethink their business models and monetizing strategy. This study proposes a digital business revenue appropriate to the context of a publisher in South Brazil. To achieve this goal, a four steps method was empployed: (i) review of the academic literature and non-academic sources; (ii) classification of the models found based on previously defined criteria; (iii) development of a structure and (iv) application of the structure created, based on interviews with experts, as well as the model implement recommendation. Considering the context of a radio that concentrates its activity in sport and news, the result was the recommendation of implementation of a combined model of Subscription and Online Advertising.

The goal of the diploma thesis is to analyze the situation of behavioral targeted advertising in the Czech Internet market, assess its potential in the future and evaluate the effectiveness of behavioral targeting on the Czech market. This thesis is focused first on the Internet advertising market, media planning, explanation of selected targeting approaches and on detailed description of the behaviorally targeted ads including the online privacy issue. In the practical part analysis of the behavioral targeted advertising on the Czech market through expert interviews and evaluation of the effectiveness of behavioral targeting on an example of an advertising campaign of selected company is to be found.

We discuss main facts of symmetric Nash equilibrium (SNE) of position auction proposed by Varian (2007). Then we describe more features in detail, such as (1) non-zero surplus of each bidder, (2) allocative and also Pareto efficiency in SNE and (3)the condition of existence of honest strategy in SNE. After that, we propose a best-response bidding strategy for repeated simultaneous position auction of incomplete information with simulation. This approach offers an explanation that how bidders may follow public information to achieve the same equilibrium of lower bound of SNE in the static model. Furthermore, the best-response bidding strategy has following merits: (1) non-zero surplus of each bidder in each round, (2) low information requirement for each bidder¡¦s calculation, (3) much lower increasing rate of rounds than increasing rate of positions and (4) easier rule for bidders to get started with.

A receita publicitária, historicamente a principal fonte de monetização na indústria de mídia, está se reduzindo em âmbito global. Por outro lado, a receita de circulação, cuja origem é diretamente o consumidor final, cresce anualmente nessa indústria. Paralelamente, observa-se uma mudança no comportamento do consumidor, que demonstra maior preferência por soluções digitais. Esse contexto exige que empresas de mídia repensem seus modelos de negócios e sua estratégia de monetização. Esse estudo propõe um modelo de receita digital adequado ao contexto de uma indústria de mídia do Sul do Brasil. Para alcançar esse objetivo, o método utilizado foi baseado em quatro etapas: (i) revisão da literatura acadêmica e fontes não acadêmicas; (ii) classificação dos modelos encontrados com base em critérios previamente definidos; (iii) desenvolvimento de uma estrutura e (iv) aplicação da estrutura criada, a partir de entrevistas com especialistas, bem como a recomendação de implementação de um modelo. Considerando o caso de uma rádio que concentra sua atuação em esporte e notícias, obteve-se como resultado a recomendação de implementação de um modelo combinado de Assinaturas e Publicidade Online. / Historically, advertising revenue have been the main source of monetization in the publisher industry, but it´s globally decreasing. On the other hand, circulation revenue, whose origin is directly from final consumer, grows annually in this industry. At the same time, consumer behavior is changing, showing preference for digital solutions. This context requires publishers to rethink their business models and monetizing strategy. This study proposes a digital business revenue appropriate to the context of a publisher in South Brazil. To achieve this goal, a four steps method was empployed: (i) review of the academic literature and non-academic sources; (ii) classification of the models found based on previously defined criteria; (iii) development of a structure and (iv) application of the structure created, based on interviews with experts, as well as the model implement recommendation. Considering the context of a radio that concentrates its activity in sport and news, the result was the recommendation of implementation of a combined model of Subscription and Online Advertising.

Research questions:How do consumers perceive native advertising compared to other online advertising? How does the media channel affect native advertisements?How do consumers receive native advertising? Purpose:The purpose of this study is to examine native advertising from a consumer perspective. A research will be done about how consumers perceive native advertising compared to other online advertising, how the media channel affects native advertisements and how consumers receive native advertising. Four different hypotheses are used to examine the research questions, which will entail new insights within the subject native advertising. Theoretical framework:The theoretical framework of this thesis consists of theories which are related to the research area native advertising. The main theories are about online advertising, native advertising, consumer perception, credibility and media source impact. Method:This study has a quantitative and deductive approach. An experiment was performed with a between-subject design where two surveys were used. The surveys were distributed by email and the primary data collection included responses from 106 respondents. The data analysis was performed through various diagrams, t-tests and Pearson's correlation test. Empirical findings:The empirical findings present the data from the experimental surveys through tables, diagrams and text. The results are based on 16 items with answer options which represented a Likert scale, one item with a two option answer and two open questions. Conclusion:In the conclusion, the research questions are responded. The results from the empirical findings show a more positive perception of native advertisements compared to banners from a consumer perspective. The media channel did not have any impact on the perceived credibility of a native advertisement. The results show that the respondents received native advertising as obvious advertising and therefore they did not feel persuaded by this kind of advertising.

A receita publicitária, historicamente a principal fonte de monetização na indústria de mídia, está se reduzindo em âmbito global. Por outro lado, a receita de circulação, cuja origem é diretamente o consumidor final, cresce anualmente nessa indústria. Paralelamente, observa-se uma mudança no comportamento do consumidor, que demonstra maior preferência por soluções digitais. Esse contexto exige que empresas de mídia repensem seus modelos de negócios e sua estratégia de monetização. Esse estudo propõe um modelo de receita digital adequado ao contexto de uma indústria de mídia do Sul do Brasil. Para alcançar esse objetivo, o método utilizado foi baseado em quatro etapas: (i) revisão da literatura acadêmica e fontes não acadêmicas; (ii) classificação dos modelos encontrados com base em critérios previamente definidos; (iii) desenvolvimento de uma estrutura e (iv) aplicação da estrutura criada, a partir de entrevistas com especialistas, bem como a recomendação de implementação de um modelo. Considerando o caso de uma rádio que concentra sua atuação em esporte e notícias, obteve-se como resultado a recomendação de implementação de um modelo combinado de Assinaturas e Publicidade Online. / Historically, advertising revenue have been the main source of monetization in the publisher industry, but it´s globally decreasing. On the other hand, circulation revenue, whose origin is directly from final consumer, grows annually in this industry. At the same time, consumer behavior is changing, showing preference for digital solutions. This context requires publishers to rethink their business models and monetizing strategy. This study proposes a digital business revenue appropriate to the context of a publisher in South Brazil. To achieve this goal, a four steps method was empployed: (i) review of the academic literature and non-academic sources; (ii) classification of the models found based on previously defined criteria; (iii) development of a structure and (iv) application of the structure created, based on interviews with experts, as well as the model implement recommendation. Considering the context of a radio that concentrates its activity in sport and news, the result was the recommendation of implementation of a combined model of Subscription and Online Advertising.