The multiple attribution problem in pay-per-conversion advertising

SAGT, (2011): 31-43

Cited by: 22|Views38
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Abstract:

In recent years the online advertising industry has witnessed a shift from the more traditional pay-per-impression model to the payper-click and more recently to the pay-per-conversion model. Such models require the ad allocation engine to translate the advertiser's value per click/conversion to value per impression. This is often done th...More

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