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Achtergrondinformatie

Estimating Conversion Rate in Display Advertising from Past Performance Data

In targeted display advertising, the goal is to identify the best opportunities to display an ad to an online user who is most likely to take a desired action such as purchasing a product or signing up for a newsletter. In this paper, we present the approach of Turn Campaign Suite's conversion rate estimation which relies on utilizing past performance observations along user, publisher and advertiser data hierarchies.