Optimizing direct response in Internet display advertising

Article English EMBARGO
Aksakallı, Vural (2013)
  • Publisher: Elsevier
  • Related identifiers: doi: 10.1016/j.elerap.2011.11.002
  • Subject: Internet Advertising | Direct Response Marketing | Separable Programming | İnternet Reklamcılığı | Doğrudan Pazarlama | Ayrılabilir Programlama

Internet display advertising has grown into a multi-billion dollar a year global industry and direct response campaigns account for about three-quarters of all Internet display advertising. In such campaigns, advertisers reach out to a target audience via some form of a... View more
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