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Full-Text Articles in Business
The Evolution Of The Internet And Social Media: A Literature Review, Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy
The Evolution Of The Internet And Social Media: A Literature Review, Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy
Articles
This article reviews and analyses factors impacting the evolution of the internet, the web, and social media channels, charting historic trends and highlight recent technological developments. The review comprised a deep search using electronic journal databases. Articles were chosen according to specific criteria with a group of 34 papers and books selected for complete reading and deep analysis. The 34 elements were analysed and processed using NVIVO 12 Pro, enabling the creation of dimensions and categories, codes and nodes, identifying the most frequent words, cluster analysis of the terms, and creating a word cloud based on each word's frequency. The …
Real-Time Bidding Campaigns Optimization Using User Profile Settings, Luis Miralles-Pechuán, Muhammad Atif Qureshi, Brian Mac Namee
Real-Time Bidding Campaigns Optimization Using User Profile Settings, Luis Miralles-Pechuán, Muhammad Atif Qureshi, Brian Mac Namee
Articles
Real-time bidding is nowadays one of the most promising systems in the online advertising ecosystem. In this study, the performance of RTB campaigns is improved by optimising the parameters of the users' profiles and the publishers' websites. Most studies concerning optimising RTB campaigns are focused on the bidding strategy, i.e., estimating the best value for each bid. However, this research focuses on optimising RTB campaigns by finding out configurations that maximise both the number of impressions and the average profitability of the visits. An online campaign configuration generally consists of a set of parameters along with their values such as …