Digital ad morphing : using behavioral analysis to increase response rates to online advertisements

Author(s)
Link, Cordelia S
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Alternative title
Using behavioral analysis to increase response rates to online advertisements
Other Contributors
Massachusetts Institute of Technology. Dept. of Electrical Engineering and Computer Science.
Advisor
Glen L. Urban.
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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).
 
Date issued
2011
URI
http://hdl.handle.net/1721.1/66441
Department
Massachusetts Institute of Technology. Dept. of Electrical Engineering and Computer Science.
Publisher
Massachusetts Institute of Technology
Keywords
Electrical Engineering and Computer Science.
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