Online display advertising intends to find the best match between advertise-
ment (ad) campaigns and online users, conditioned by user specific contexts such as
geographic locations, and hobbies etc. During this matching process, user behavior
plays a crucial role in determining whether and when the user, who has been served
the ad, will result in a conversion event. Advertisers seek to understand how users
behave if they are continuously served impressions from the same campaign, as well
as any noticeable patterns between campaign categorization and user behavior. This
thesis carries out data analytics to investigate correlation between user behavior and
campaign conversion rates (CVR), including click-through conversion rates and view-
through conversion rates. We investigate campaign categorization based on both
IAB categories, and campaign dfficulty level defined by effective CPA (eCPA). We
carry out large scale analytics over billions of impressions from over 1000 campaigns,
observing consistent patterns and significant findings. / Includes bibliography. / Thesis (M.S.)--Florida Atlantic University, 2018. / FAU Electronic Theses and Dissertations Collection
| Identifer | oai:union.ndltd.org:fau.edu/oai:fau.digital.flvc.org:fau_40869 |
| Contributors | Van Nice, Kara (author), Zhu, Xingquan (Thesis advisor), Florida Atlantic University (Degree grantor), College of Engineering and Computer Science, Department of Computer and Electrical Engineering and Computer Science |
| Publisher | Florida Atlantic University |
| Source Sets | Florida Atlantic University |
| Language | English |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation, Text |
| Format | 69 p., application/pdf |
| Rights | Copyright © is held by the author, with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder., http://rightsstatements.org/vocab/InC/1.0/ |
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