Response prediction for display advertising - WSDM 20144. DISPLAY ADVERTISING • Rapidly growing multi-billion dollar business (30% of internet advertising revenue in 2013). • Marketplace between: – Publishers: sell display opportunities – Advertisers: pay for showing their ad • Real Time Bidding: – Auction amongst advertisers is held at the moment when a user generates a display opportunity by visiting a publisher‟s web page. 4 5. BRANDING VS PERFORMA
