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To Show or Not To Show: Using User Profiling to Manage Internet Advertisement Campaigns at Chitika

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Description

We study the problem of an internet ad firm (www.chitika.com) that needs to maximize its ad revenue subject to a click-through-rate constraint imposed by a publisher. The solution combines real-time data and decision analytics, namely, predicting the likelihood of a visitor's click event for a given ad, followed by a filter to decide whether or not to show the ad to the visitor. The approach has significantly boosted ad revenue as well as provided a competitive advantage for the company to enter new markets.

Contributors

  • Vijay Mookerjee

    Charles and Nancy Davidson Distinguished Professor, The University of Texas at Dallas, School of Management, 800 West Campbell Road, Richardson TX 75080, United States of America
    Email Vijay Mookerjee

  • Subodha Kumar

    Texas A&M University, Mays Business School, College Station TX 77843, United States of America
    Email Subodha Kumar

  • Radha Mookerjee

    University of Texas at Dallas, School of Management, Richardson TX 75080, United States of America
    Email Radha Mookerjee

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