A Price-per-attention Auction Scheme Using Mouse Cursor Information
ACM Transactions on Information Systems, pp. 1-30, 2020.
Payments in online ad auctions are typically derived from click-through rates, so that advertisers do not pay for ineffective ads. But advertisers often care about more than just clicks. That is, for example, if they aim to raise brand awareness or visibility. There is thus an opportunity to devise a more effective ad pricing paradigm, in...More
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