Online Multimedia Advertising: Techniques and Technologies

Xian-Sheng Hua (Microsoft Research Asia, China), Tao Mei (Microsoft Research Asia) and Alan Hanjalic (Delft University of Technology, Netherlands)

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DOI: 10.4018/978-1-60960-189-8, ISBN13: 9781609601898, ISBN10: 1609601890, EISBN13: 9781609601911

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MLA

Hua, Xian-Sheng, Tao Mei and Alan Hanjalic. "Online Multimedia Advertising: Techniques and Technologies." IGI Global, 2011. 1-352. Web. 20 Jun. 2013. doi:10.4018/978-1-60960-189-8

APA

Hua, X., Mei, T., & Hanjalic, A. (2011). Online Multimedia Advertising: Techniques and Technologies (pp. 1-352). doi:10.4018/978-1-60960-189-8

Chicago

Hua, Xian-Sheng, Tao Mei and Alan Hanjalic. "Online Multimedia Advertising: Techniques and Technologies." 1-352 (2011), accessed June 20, 2013. doi:10.4018/978-1-60960-189-8

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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 that 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.

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Table of Contents and List of Contributors

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Click-Through Rate Estimation for Rare Events in Online Advertising (pages 1-12)

Xuerui Wang (Yahoo! Labs, USA), Wei Li (Yahoo! Labs, USA), Ying Cui (Yahoo! Labs, USA), Ruofei Zhang (Yahoo! Labs, USA), Jianchang Mao (Yahoo! Labs, USA)

In online advertising campaigns, to measure purchase propensity, click-through rate (CTR), defined as a ratio of number of clicks to number of impressions, is one of... Sample PDF | More details...

$37.50

Reinforcement Learning for Online Optimization of Banner Format and Delivery (pages 13-31)

Benoit Baccot (Sopra Group, France & University of Toulouse, France), Romulus Grigoras (University of Toulouse, France & Devatics, France), Vincent Charvillat (University of Toulouse, France)

Results, showing the power and the efficiency of the two models to solve our problems, are also given. By comparing to a “ground truth” acquired by observing user br... Sample PDF | More details...

$37.50

Utilizing Sentiments in Online Contextual Advertising (pages 32-47)

Tanveer J. Siddiqui (University of Allahabad, India)

Ever increasing number of internet users has attracted many of the companies on the internet for promoting their product and services. This has led to the developmen... Sample PDF | More details...

$37.50

In-Image Advertising (pages 49-66)

Lusong Li (Beihang University, China), Xian-Sheng Hua (Microsoft Research Asia, China)

The daunting volumes of images on the Web have become one of the primary sources for online advertising. This work presents a contextual in-image advertising strateg... Sample PDF | More details...

$37.50

Argo: Intelligent Advertising Made Possible from Images (pages 67-83)

Xin-Jing Wang (Microsoft Research Asia, China), Mo Yu (Harbin Institute of Technology, China), Lei Zhang (Microsoft Research Asia, China), Wei-Ying Ma (Microsoft Research Asia, China)

In this chapter, we introduce the Argo system which provides intelligent advertising made possible from user generated photos. Based on the intuition that user-gener... Sample PDF | More details...

$37.50

The Advent of Play and Pursuit (pages 84-99)

Yasmin Ibrahim (Queen Mary University of London, UK)

Multimedia advertising on the internet has demanded that advertisers and marketers become more creative and adventurous in their pursuit of consumers. This chapter a... Sample PDF | More details...

$37.50

Content and Attention Aware Overlay for Online Video Advertising (pages 101-121)

Huazhong Ning (Google Inc, USA), Junxian Wang (Microsoft Corporation, USA), Xu Liu (Microsoft China Co. Ltd., China), Ying Shan (Microsoft Corporation, USA)

Recent proliferation of online video advertising brings new opportunities and challenges to the multimedia community. A successful online video advertising system is... Sample PDF | More details...

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An Explorative Study of Virtual Product Placement: Take ViSA as an Example (pages 122-147)

Chia-Hu Chang (National Taiwan University, Taiwan), Ja-Ling Wu (National Taiwan University, Taiwan)

With the aid of content-based multimedia analysis, virtual product placement opens up new opportunities for advertisers to effectively monetize the existing videos i... Sample PDF | More details...

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Adapting Online Advertising Techniques to Television (pages 148-165)

Sundar Dorai-Raj (Google Inc., USA), Yannet Interian (Google Inc., USA), Igor Naverniouk (Google Inc., USA), Dan Zigmond (Google Inc., USA)

The availability of precise data on TV ad consumption fundamentally changes this advertising medium, and allows many techniques developed for analyzing online ads to... Sample PDF | More details...

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Linking Traditional TV Advertising to Internet Advertising (pages 166-193)

Ling-Yu Duan (Peking University, China), Jinqiao Wang (Chinese Academy of Sciences, China), Wen Gao (Peking University, China), Hanqing Lu (Chinese Academy of Sciences, China), Jesse S. Jin (The University of Newcastle, Australia), Changsheng Xu (Chinese Academy of Sciences, China)

Web-based technologies and interactive TV had rapidly penetrated the advertising mainstream and displace traditional forms of advertising. As most television adverti... Sample PDF | More details...

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11.

Contextual In-Stream Video Advertising (pages 194-211)

Tao Mei (Microsoft Research Asia, China), Shipeng Li (Microsoft Research Asia, China)

With Internet delivery of video content surging to an unprecedented level, online video advertising is becoming increasingly pervasive. In this chapter, we present a... Sample PDF | More details...

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12.

Behavioral Targeting Online Advertising (pages 213-232)

Jun Yan (Microsoft Research Asia, China), Dou Shen (Microsoft Corporation, USA), Teresa Mah (Microsoft Corporation, USA), Ning Liu (Microsoft Research Asia, China), Zheng Chen (Microsoft Research Asia, China), Ying Li (Microsoft Corporation, USA)

With the rapid growth of the online advertising market, Behavioral Targeting (BT), which delivers advertisements to users based on understanding of their needs throu... Sample PDF | More details...

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13.

Distributed Technologies for Personalized Advertisement Delivery (pages 233-261)

Dorothea Tsatsou (Informatics and Telematics Institute, Greece), Symeon Papadopoulos (Informatics and Telematics Institute, Greece), Ioannis Kompatsiaris (Informatics and Telematics Institute, Greece), Paul C. Davis (Motorola Applied Research Center, USA)

This chapter provides an overview on personalized advertisement delivery paradigms on the web with a focus on the recommendation of advertisements expressed in or ac... Sample PDF | More details...

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14.

Audience Intelligence in Online Advertising (pages 262-277)

Bin Wang (Microsoft Corporation, China)

This chapter introduces the fundamentals of audience intelligence’s important aspects. The goal is to present what are related to audience intelligence, how online a... Sample PDF | More details...

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15.

Targeted Mobile Advertisement in the IP Multimedia Subsystem (pages 279-300)

C. Tselios (University of Patras, Greece), H. Perkuhn (Ericsson Research, Germany), K. Vandikas (Ericsson Research, Germany), M. Kampmann (Ericsson Research, Germany)

This chapter provides an overview on targeted advertisement in the IP Multimedia Subsystem (IMS). A new entity called Personalization and Advertisement Insertion Log... Sample PDF | More details...

$37.50

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