Abstract
This talk will discuss the issues and techniques at the intersection of data science, advertising technology, and the business of brand advertising on-line. For better or worse, on-line advertising has been viewed by many advertisers as a direct marketing channel, with sponsored search advertising being the shining star. However, a very large proportion of advertising budgets is dedicated to brand advertising, for which clicks and short-horizon on-line purchases may not be the primary goal. Instead or in addition, brand advertisers want to get an advertising message to a chosen audience, for example to build or to reinforce brand affinity. This talk will argue that social media may be particularly valuable for on-line brand advertising, and discuss technology for selecting, evaluating, and targeting audiences, plus important issues such as privacy and maintaining brand image.
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