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Full-Text Articles in Business
Vungle Inc. Improves Monetization Using Big-Data Analytics, Bert De Reyck, Ioannis Fragkos, Yael Gruksha-Cockayne, Casey Lichtendahl, Hammond Guerin, Andre Kritzer
Vungle Inc. Improves Monetization Using Big-Data Analytics, Bert De Reyck, Ioannis Fragkos, Yael Gruksha-Cockayne, Casey Lichtendahl, Hammond Guerin, Andre Kritzer
Research Collection Lee Kong Chian School Of Business
The advent of big data has created opportunities for firms to customize their products and services to unprecedented levels of granularity. Using big data to personalize an offering in real time, however, remains a major challenge. In the mobile advertising industry, once a customer enters the network, an ad-serving decision must be made in a matter of milliseconds. In this work, we describe the design and implementation of an ad-serving algorithm that incorporates machine-learning methods to make personalized ad-serving decisions within milliseconds. We developed this algorithm for Vungle Inc., one of the largest global mobile ad networks. Our approach also …
Analytics, Innovation, And Organizational Adaptation, Gerard George, Yimin Lin
Analytics, Innovation, And Organizational Adaptation, Gerard George, Yimin Lin
Research Collection Lee Kong Chian School Of Business
With the advent of big data, organizations are integrating powerful computing tools into their organizational processes to drive efficiencies and improve service delivery. Yet, at the heart of this conversation lies the role of analytics and big data in innovation within and across organizations. In this article, we provide a stylistic model of the role of analytics in innovation and call for further research on the underlying processes, contingencies, and outcomes.