Online Advertising Research Articles

In-depth Exploration and Implementation of Multi-Armed Bandit Models Across Diverse Fields

This paper presents an in-depth analysis of the Multi-Armed Bandit (MAB) problem, tracing its evolution from its origins in the gambling domain of the 1940s to its current prominence in machine learning and artificial intelligence. The analysis begins with a historical overview, noting key developments like Herbert Robbins' probabilistic framework and the expansion of the problem into strategic decision-making in the 1970s. The emergence of algorithms like the Upper Confidence Bound (UCB) and Thompson Sampling in the late 20th century is highlighted, demonstrating the MAB problem's transition to practical applications. The integration of MAB algorithms with machine learning, particularly in the era of reinforcement learning, is explored, emphasizing their application in various domains such as online advertising, financial market trading, and clinical trials. The paper discusses the critical role of decision theory and probabilistic models in MAB problems, focusing on the balance between exploration and exploitation strategies. Recent advancements in Contextual Bandits, non-stationary reward distributions, and Multi-agent Bandits are examined, showcasing the ongoing evolution and adaptability of MAB problems.

Comparative Evaluation, Challenges, and Diverse Applications of Multi-Armed Bandit Algorithms

This manuscript offers an exhaustive comparative study of key Multi-Armed Bandits (MAB) algorithms, exploring their challenges, potential resolutions, and varied applications in today's context. It concentrates on at least three principal algorithms: the Upper Confidence Bound (UCB), Thompson Sampling, and ε-greedy. The analysis critically assesses their performance, focusing on convergence rate, precision, and computational demands. Key challenges in non-static environments and large-scale deployments are identified, including the complexities of multi-objective optimization. The paper proposes innovative solutions such as adaptive algorithmic approaches and the integration of parallel computing frameworks to address these challenges. It further delves into a range of application domains, from online advertising and recommendation systems to clinical trial methodologies, drawing comparisons between traditional and novel applications. The discussion also encompasses critical issues like data scarcity, cold start problems, ethical considerations in algorithm design, and the intricacies of processing real-time data. In its concluding sections, the study sheds light on recent successful deployments of MAB algorithms, identifying core factors contributing to their effectiveness and forecasting future developmental trajectories. This comprehensive analysis provides a detailed overview of the MAB field, highlighting its significance and practical impact in various sectors.

Conscious and non-conscious responses to branded narrative advertising: Investigating narrativity level and device type

Narrative advertising enhances advertisement (ad) and brand evaluations from consumers. However, how the narrativity level of the ad impacts these evaluations is less clear. This study investigates affective and cognitive conscious and non-conscious responses to branded advertising in the form of two-dimensional videos that differ in narrativity level. In addition, it explores the effects of delivery modality (computer screen vs virtual reality). We collected self-reported, electroencephalography, and galvanic skin response data from participants watching real video ads with low and high narrativity levels. While self-reported data showed higher positive perceptions toward ads with a high (vs low) narrativity level, the neurophysiological metrics revealed no differences in arousal levels, cognitive load, and approach–avoidance behavior. Delivery modality had little to no effect on self-reported ad and brand metrics, but ads viewed through virtual reality evoked negatively valenced arousal. The findings suggest that narrativity level differently modulates conscious and unconscious cognitive and affective responses to video ads. JEL CLASSIFICATION: M31; M37

Exploring Opportunities for Clinical Data Warehouse Enhancement Through Data Catalog Integration.

Secondary use of clinical health data implies a prior integration of mostly heterogenous and multidimensional data sets. A clinical data warehouse addresses the technological and organizational framework conditions required for this, by making any data available for analysis. However, users of a data warehouse often do not have a comprehensive overview of all available data and only know about their own data in their own systems - a situation which is also referred to as 'data siloed state'. This problem can be addressed and ultimately solved by implementation of a data catalog. Its core function is a search engine, which allows for searching the metadata collected from different data sources and thereby accessing all data there is. With this in mind, we conducted an explorative online market survey followed by vendor comparison as a pre-requisite for system selection of a data catalog. Assessment of vendor performance was based on seven predetermined and weighted selection criteria. Although three vendors achieved the highest score, results were lying closely together. Detailed investigations and test installations are needed for further narrowing down the selection process.

Resource Scheduling Optimization of Fresh Food Delivery Porters Considering Ambient Temperature Variations

In the context of an evolving socio-economic landscape and rising living standards, the online market for fresh products, encompassing fruits, vegetables, meats, dairy, and eggs, has seen substantial growth, necessitating sophisticated logistics for e-commerce home delivery. This study tackles the distinct challenges of fresh product delivery, which demand rigorous adherence to climate conditions and product mix during transport, significantly influencing the operational strategies and scheduling of delivery platforms. To address these challenges, a comprehensive mathematical model was developed to optimize fresh food home delivery scheduling, focusing on reducing spoilage rates and accommodating the dynamic impact of environmental temperature changes. The model posits assumptions of a consistent and ample supply of fresh goods, standard initial quality loss, and efficient porter assignment for multi-category order combinations. It introduces three objective functions, targeting the minimization of fresh food loss, maximization of customer satisfaction, and reduction of distributor costs. The efficacy of the model and its genetic-algorithm-based solution method was assessed through numerical analysis and case studies, illustrating that the model enhances delivery efficiency and service quality across varying temperature conditions. This substantiates the critical role of environmental temperature management in optimizing fresh food delivery, offering a robust framework for advancing logistical operations in the perishable goods sector and ensuring quality and efficiency in fresh food e-commerce delivery.

Optimizing Movie Recommendation Systems with Multi-Armed Bandit Algorithms

In the current digital era, with the proliferation of online content, users are often overwhelmed by an abundance of digital advertisements, a consequence of the lower costs associated with digital channels compared to traditional media. Amidst this information deluge, recommendation systems have become pivotal in offering tailored suggestions to users. The Multi-Armed Bandit (MAB) problem, rooted in reinforcement learning, presents an effective approach for addressing the exploration-exploitation trade-offs inherent in recommendation systems. This paper specifically examines the implementation of MAB algorithms within the context of movie recommendation systems. A thorough literature review is conducted, focusing on the synergy between reinforcement learning and MAB algorithms, their role in recommendation systems, and an overview of fundamental MAB algorithms. To assess the efficacy of these algorithms, an experimental approach is designed, leveraging real-world datasets. This approach encompasses the formulation of the problem, data collection methods, selection of hyperparameters, and analysis of empirical results. The findings from these experiments indicate that Thompson Sampling stands out as the most effective MAB algorithm in the context of the studied datasets. The results of this study suggest that MAB algorithms have considerable potential to enhance the effectiveness of movie recommendation systems. Furthermore, the methodology and framework proposed in this paper offer valuable insights for integrating and combining multiple algorithms in complex decision-making scenarios.

THE STRATEGY OF ONLINE MARKETING AT Mc. DONALD'S RESTAURANT TO INCREASING SALES IN THE DIGITAL ERA

One of the essential foundations in the digital business era is online marketing, which uses internet platforms such as websites, social media, and online advertising to reach target audiences effectively, expand brand reach, and increase sales volumes in a market that is becoming increasingly connected and competitive. Within the context of the digital era, this research aims to investigate the online marketing strategies McDonald's Restaurant has implemented to boost sales. In the context of online marketing strategy, the primary focus of the research is on the segmentation, targeting, product positioning, and mixing strategies associated with online marketing. The purpose of this research is to investigate the difficulties encountered when implementing and promoting sales strategies and online marketing strategies using a qualitative approach. Collecting primary data through interviews and secondary data from documents and newspapers are both methods utilized in research. According to the research findings, successful online marketing has the potential to increase sales volume significantly. This research provides valuable insight into practical methods to improve sales performance by implementing integrated online marketing strategies, strengthening brand positioning, identifying market opportunities, and overcoming challenges in a dynamic and changing business environment. This research analyzed strengths, weaknesses, opportunities, and threats (SWOT)

Organic Certification, Online Market Access, and Agricultural Product Prices: Evidence from Chinese Apple Farmers

Motivated by the increasing interest in sustainable agriculture and the potential benefits associated with organic certification, this study employs a multidimensional fixed-effects model to analyze data derived from onsite surveys conducted among 681 apple farmers in the Loess Plateau region of China to explore the influence of organic certification on absolute and relative agricultural product prices given online market access. The findings indicated a significant increase in apple prices among farmers who held organic certifications and engaged in online market sales, with prices rising by CNY1.60 per half kilogram. Additionally, this study highlights that the amalgamation of organic certification with online market access significantly enhances agricultural product prices by facilitating better dissemination of market information among farmers. Furthermore, this research addresses a critical gap in the existing literature by clarifying the differential impact of organic certification across distinct farmer demographics and geographical regions. The more pronounced positive impact of organic certification on prices observed among cooperative members and farmers in the low-altitude areas is particularly noteworthy. These results underscore the crucial role of online market access in achieving premium effects and price stability for organically certified products.

A Study on Customer Perception & Satisfaction on Digital Marketing in Online Advertising Company

While working in the organization I was trained as a relationship personnel being engaged into various jobs such as dealing with clients, answering customer queries through telephonic conversations and providing them knowledge about new schemes and converting them into our customers. As my research project I was given the topic on “Customer Satisfaction and perception on Digital Marketing in Online Advertising Company”. The project work was for this research was conducted in Lucknow to study the customer relation management. The research has been conducted to gather information from 100 respondents & a structured questionnaire will be used to collect the information from the respondents. The data which was collected from them will be analyzed and classified.

One-Stop Campaigns: How Generative AI Is Transforming Digital Advertising: Interview with Adam Singolda, Founder and CEO of Taboola

One-Stop Campaigns: How Generative AI Is Transforming Digital Advertising: Interview with Adam Singolda, Founder and CEO of Taboola

МЕТОДИКО-ПРИКЛАДНІ ПІДХОДИ ДО ФОРМУВАННЯ ЛОГІСТИЧНОГО МЕХАНІЗМУ БЕЗПЕКИ РОЗВИТКУ ПІДПРИЄМСТВА

The research focuses on aspects of guaranteeing stable and safe (mainly in terms of economy, finance and production) functioning and development of enterprises, organization of their logistics activities, formation and development of logistics systems, including the processes of implementing the appropriate logistics mechanism. It is emphasized that this approach is based on careful planning of various aspects and elements of the business security system. The purpose of the study is to improve the methodological and applied approaches to the formation of the logistics security mechanism of the enterprise development. It is shown that the logistics system plays an important and one of the leading roles in the sustainable and stable functioning and development of domestic enterprises. It is pointed out that an important task facing the top management of business entities is, first, strategic and tactical planning of the formation and implementation of the logistics mechanism of development; secondly, coordination of tasks and means of ensuring the development of the logistics system and strengthening the security of business development. The task of identifying and implementing opportunities and prospects for the application of innovative tools in the system of formation and implementation of the logistic mechanism of business development, oriented at the same time to strengthening the security of the sustainable development of the enterprise, has been identified. It was emphasized that the role of information and communication technologies in these processes, which open up new opportunities for the enterprise, is especially important, in particular in the areas of: quick access to information about the enterprise, as well as markets and consumers of products (services); image formation in online applications and social networks; operational identification of the main stakeholders of the enterprise; realizing the potential of Internet marketing and the absence of boundaries for communication and interaction; transfer of logistics operations online; growth in the volume of virtual trade and settlement and transport and logistics operations; combating cybercrime, etc.

Systematic Literature Review: The Role Of Product Quality And Digital Promotion On Purchasing Decisions

The role of product quality and promotion in the sales context is extremely important. Customer perceptions of value and satisfaction with a product are influenced by product consistency. With promotions on digital platforms, information about product quality can be easily found by all consumers from various regions, either by online reviews, customer testimonials, or content shared by the company itself. This report aims to answer questions about the effect of product quality and promotion on purchasing decisions. Researchers used the systematic literature review approach to find 176 national articles that were endorsed by sinta in a search using publish or perish and other programs such as zotero, & mendeley, which were then sorted into 45 selected articles for descriptive analysis. Brands can increase their visibility and build stronger links with their target audiences by using the right digital marketing techniques, such as internet advertising, social media campaigns, and content marketing. In terms of satisfaction, brand reputation, loyalty, and differentiation from competitors, product quality plays a vital role in making purchasing decisions. Therefore, both product quality and effective promotion play a vital role in creating value for customers and strengthening a brand's position in the market.

Online Advertisement Allocation Under Customer Choices and Algorithmic Fairness

Advertising is a crucial revenue source for e-commerce platforms and a vital online marketing tool for their sellers. In this paper, we explore dynamic ad allocation with limited slots upon each customer’s arrival for an e-commerce platform, where customers follow a choice model when clicking the ads. Motivated by the recent advocacy for the algorithmic fairness of online ad delivery, we adjust the value from advertising by a general fairness metric evaluated with the click-throughs of different ads and customer types. The original online ad-allocation problem is intractable, so we propose a novel stochastic program framework (called two-stage target-debt) that first decides the click-through targets and then devises an ad-allocation policy to satisfy these targets in the second stage. We show the asymptotic equivalence between the original problem, the relaxed click-through target optimization, and the fluid-approximation ( Fluid ) convex program. We also design a debt-weighted offer-set algorithm and demonstrate that, as long as the problem size scales to infinity, this algorithm is (asymptotically) optimal under the optimal first-stage click-through target. Compared with the Fluid heuristic and its resolving variants, our approach has better scalability and can deplete the ad budgets more smoothly throughout the horizon, which is highly desirable for the online advertising business in practice. Finally, our proposed model and algorithm help substantially improve the fairness of ad allocation for an online e-commerce platform without significantly compromising efficiency. This paper was accepted by Jeannette Song, operations management. Funding: Y. Rong is supported by the National Natural Science Foundation of China [Grants 72025201, 72331006, and 72221001]. R. Zhang is grateful for the financial support from the Hong Kong Research Grants Council General Research Fund [Grants 14502722 and 14504123] and the National Natural Science Foundation of China [Grants 72293560 and 72293565]. H. Zheng is supported by the National Natural Science Foundation of China [Grants 72231003, 72325003, and 72221001]. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mnsc.2021.04091 .

Brand promotion through online advertising: current tools

In the conducted research, the authors describe the features of brand promotion using Internet marketing tools. The key types of online advertising and their differences are given alongside with the data on the Internet advertising market and its specifics. The purpose of the study was to determine the features of brand promotion with the help of online advertising. To achieve it, the following objectives were set: to consider the available types of online advertising; to analyse the cases of 5 Russian companies; to determine the specifics of promoting companies through advertising on the Internet. The research methodology was based on the works on Internet marketing and brand promotion. The authors analysed 5 cases of large Russian companies related to Internet marketing: Aviasales, Yota, Dodo Pizza, Tinkoff Bank, Samokat. In particular, the effective influence marketing of Aviasales and its integration with Yandex were noted alongside with the use of contextual, targeted and unusual advertising by Yota to increase awareness. In addition, the features of managing SMM (social media marketing) by Dodo Pizza, effective advertising campaigns of Tinkoff Bank and commercials based on the research of the target audience of Samokat were highlighted. The following characteristics of brand promotion using online advertising were identified: interactivity, the ability to test advertising creatives, simplicity of calculating results, the need to create bright advertising campaigns in order to increase brand competitiveness.

اتجاهات الجمهور نحو تأثير التصميم التفاعلي على نجاح الحملات الرقمية: دراسة ميدانية

In the era of modern digital technology, digital campaigns have become an essential tool for communicating with the audience and achieving marketing and advertising goals. Digital campaigns are one of the most important means that marketers use to interact with the target audience and increase awareness and engagement with the brand or product. With the increasing importance of digital campaigns, interactive design is considered one of the main factors that affect the success of these campaigns. This study aims to identify the impact of using interactive design in advertisements on the success of digital advertising campaigns. It also aims to conduct a field study to identify the impact of the interactive design of Saudi Telecom companies’ advertisements (study sample) on the success of digital campaigns, from the perspective of the public in the eastern, western and central regions, who benefit from the services provided by these companies.

The effect of digital marketing on organizational agility of SACCOs in Meru Town

Savings and Credit Cooperative Organizations (SACCOs) are vital drivers of economic growth in the country. SACCOs provide financial services, including deposits, loans, savings accounts, money transfers, insurance, and payment services. Even though digital media exists to improve the flexibility and the speed of business processes to improve organizational agility, its aspects are a very recent phenomenon among Savings and Credit Cooperative Organizations. An empirical inquiry was relevant to understand the domain of communication, marketing strategies, and its influence on organizational agility since the discourse of digital marketing is continuously developing. SACCOs must understand the association of digital marketing to organizational agility to embrace digital technology in their operations and stay relevant to their members while increasing their level of business resilience. The study sought to determine the effect of digital marketing (social media, mobile, and website marketing) on the organizational agility of SACCOs in Meru Town, Kenya. A descriptive research design was adopted to gather information on the relationship between the two research variables. With a target population of 5 SASRA-licensed SACCOs in Meru Town, data was collected using a semi-structured questionnaire where a stratified sampling method was utilized to attain the desired representation target population of 52 respondents. A pilot test was conducted to check the reliability and validity of the questionnaire adopted as the research instrument. The data was tabulated and analyzed using descriptive and inferential statistics, whereby tabular, graphical, and numerical representations were utilized. Multiple linear regression was conducted to establish the inferential statistics and define the relationship between digital marketing indicators and organizational agility. The study results established that social media marketing, mobile marketing, and website marketing are positively related to the organizational agility of SACCOs. A coefficient of determination (R-squared) of 0.180 indicated that approximately 18% of the variance in organizational agility could be accounted for by the combination of social media, mobile, and website marketing strategies. The moderate level of explanatory power implies that while the chosen predictors are relevant, other factors likely influence SACCOs' organizational agility. The study's outcomes encourage decision-makers to embrace a comprehensive approach that integrates digital strategies into a wider organizational transformation and adaptation framework. The study's findings contribute to the growing body of knowledge regarding the intersection of digital marketing strategies and organizational agility. The study’s results emphasize that the benefits of these strategies extend beyond mere technological implementation, reflecting a fundamental shift in how organizations engage with their ecosystem, respond to changes, and navigate uncertainties.

A STUDY OF DIGITAL MARKETING TRENDS IN INDIA

This research paper presents a framework to investigate digital marketing research which highlights the techniques used in the process, along with its efficacy and the effects of different technology tools and social media platforms. We went over the study literature in the widely defined field of digital marketing and organized the research methodologies according to the elements using the framework. The study paper's goal is to evaluate the efficacy of various social media networks and digital media marketing techniques. This essay primarily examines the importance of digital marketing, the distinctions between it and offline marketing, and the impact of the internet and technological tools on the efficacy of digital advertising techniques.The purpose of editing this study report is to assist small businesses in understanding the value of social media marketing over traditional advertising tactics and implementing digital advertising into their business models.

Diversifikasi Pengolahan Frozen Nugget, Pengemasan dan Pemasaran Google Bisnis

The Covid 19 pandemic which has spread throughout the world has had a very bad impact on the national economy, including the rural economy. Because economic activity in urban areas has stopped, production demand in rural areas has also been affected. By using ABCD (Asset-Based Community Development) approach, the objective of this community service is to increase the productivity and economy of Sugihwaras village residents by using several methods. The first is to increase the diversification of existing products while increasing the value of goods sold by the community. Second, increase citizens' marketing level to the next level by providing an understanding of online marketing. The third is to increase the community's basic financial understanding with financial management and basic accounting counseling. The results of the community service program showed that there was a very significant increase in the understanding of the participants on the materials that had been taught.

0441 Sleep Disturbance in MCI: A Pilot Study of a Cognitive Behavioural Therapy Digital Intervention (SUCCEED)

Abstract Introduction Insomnia is common in older adults with mild cognitive impairment (MCI) and predicts future cognitive decline. Cognitive Behavioural Therapy for insomnia (CBT-I) is the first-line treatment for insomnia but is often unavailable. We tested the feasibility of a randomised controlled trial comparing 12-weeks of digital CBT-I vs wait-listed control in older adults with MCI and insomnia. Methods This was an investigator-initiated (NCT05568381), parallel open-label randomised-controlled feasibility trial. Participants were randomised to digital CBT-I (Sleepio, 6-weekly sessions) or a wait-listed control (3 fortnightly online modules of a sleep health education package) via a secure centralised platform which was also used to collect the outcome data. This study was undertaken remotely without in-person visits. Potential participants were recruited through online advertising and a memory clinic in Sydney, Australia. Those who met initial eligibility were invited to a screening and informed consent telehealth consultation. Inclusion criteria included adults aged ≥50 years, with an Insomnia Severity Index (ISI)>10, who met the clinical criteria of MCI on a neuropsychological battery (performed over telehealth for participants recruited online). The primary outcomes were the proportion of participants who met screening and randomisation criteria. A secondary outcome was the effect sizes and 95%CIs of the difference in ISI between the groups at week 12. Results Recruitment occurred March 23, 2023 to August 11, 2023 stopping when we reached our pre-defined sample size (digital CBT-I=19; control=21; 30 females; mean [SD] age=59.7 years [7.3]; ISI=17.0 [3.7]). 37% of participants issued a pre-screening number (n=246), were eligible to attend online screening. 47% of those issued a screening number (n=90) were eligible to be randomised (n=42). All randomised participants (n=40) were recruited through the online pathway. At 12-weeks there was a difference in ISI between the digital CBT-I (mean±SE 7.8±1.1 points) and control groups (13.7±1.05 points) (Cohen’s D [95%CI] -1.6 [-2.4 to 2.1]). 79% of participants completed ≥4 out of the CBT-I 6 sessions. All adverse events were minor and transient. Conclusion This population can be recruited through online pathways and follow the protocol as well as adhere to the intervention of this remotely conducted trial. Support (if any) CogSleep CRE Seed Funding Grant. BigHealth- intervention in-kind.

Impact of Digital Advertising Strategies on the Competitive Advantage of SMEs in KSA

The aim of the study was to identify effective communication strategies in digital advertising for SME’s in Saudi Arabia. The study analyzed the relationship between these strategies and competitive advantage using the content analysis method. The study population was represented by all digital advertisements implemented by SMEs in the Kingdom through social media platforms such as Snapchat, Instagram, and X during 2022. A total of 600 digital advertisements were analyzed. It was found that 7 communication strategies were applied in the digital advertising message at a moderate level, including motivation, brand personality, prosecution, innovative promise, as well as simulation, initiative, and priority. The study also found that only 6 strategies affect competitive advantage, except for the motivation strategy. There was a positive correlation between communication strategies, cost and differentiation elements only. The study showed a moderate impact of communication strategies on competitive advantage. Finally, the study provided some important recommendations to help SMEs activate communication strategies based on digital advertising in the kingdom.