Digital ad morphing : using behavioral analysis to increase response rates to online advertisements
Name
755632255-MIT.pdf
Description
Full printable version
Size
5.05 MB
Format
Adobe PDF
Checksum (MD5)
74ecb40d5dea56f2ca593d9c63da119d
Author(s)
Link, Cordelia S
Advisor(s)
Glen L. Urban.
Alternative Title
Using behavioral analysis to increase response rates to online advertisements
Date Issued
2011
Publisher
Massachusetts Institute of Technology
Abstract
This paper details the implementation and testing of a digital ad morphing system, a system which determines user cognitive style based on interaction with a website and serves ads designed to complement that cognitive style. The system is intended to increase click through rates on online advertising such as banner ads. The paper first explains the implementation of an ad morphing system and then describes the process and results of a field study conducted on the CNET.com website in April-May 2011.
Description
Thesis (M. Eng.)--Massachusetts Institute of Technology, Dept. of Electrical Engineering and Computer Science, 2011.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 59).
Subjects
Electrical Engineering and Computer Science.
MIT Department
Massachusetts Institute of Technology. Department of Electrical Engineering and Computer Science
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copyright. They may be viewed from this source for any purpose, but
reproduction or distribution in any format is prohibited without written
permission. See provided URL for inquiries about permission.
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