Digital ad morphing : using behavioral analysis to increase response rates to online advertisements
Thesis (M. Eng.)--Massachusetts Institute of Technology, Dept. of Electrical Engineering and Computer Science, 2011.
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| Format: | Thesis |
| Language: | eng |
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Massachusetts Institute of Technology
2011
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| Online Access: | http://hdl.handle.net/1721.1/66441 |
| _version_ | 1811069223551631360 |
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| author | Link, Cordelia S |
| author2 | Glen L. Urban. |
| author_facet | Glen L. Urban. Link, Cordelia S |
| author_sort | Link, Cordelia S |
| collection | MIT |
| description | Thesis (M. Eng.)--Massachusetts Institute of Technology, Dept. of Electrical Engineering and Computer Science, 2011. |
| first_indexed | 2024-09-23T08:07:41Z |
| format | Thesis |
| id | mit-1721.1/66441 |
| institution | Massachusetts Institute of Technology |
| language | eng |
| last_indexed | 2024-09-23T08:07:41Z |
| publishDate | 2011 |
| publisher | Massachusetts Institute of Technology |
| record_format | dspace |
| spelling | mit-1721.1/664412019-04-09T16:47:38Z Digital ad morphing : using behavioral analysis to increase response rates to online advertisements Using behavioral analysis to increase response rates to online advertisements Link, Cordelia S Glen L. Urban. Massachusetts Institute of Technology. Dept. of Electrical Engineering and Computer Science. Massachusetts Institute of Technology. Dept. of Electrical Engineering and Computer Science. Electrical Engineering and Computer Science. Thesis (M. Eng.)--Massachusetts Institute of Technology, Dept. of Electrical Engineering and Computer Science, 2011. Cataloged from PDF version of thesis. Includes bibliographical references (p. 59). This paper details the implementation and testing of a digital ad morphing system, a system which determines user cognitive style based on interaction with a website and serves ads designed to complement that cognitive style. The system is intended to increase click through rates on online advertising such as banner ads. The paper first explains the implementation of an ad morphing system and then describes the process and results of a field study conducted on the CNET.com website in April-May 2011. by Cordelia S. Link. M.Eng. 2011-10-17T21:26:22Z 2011-10-17T21:26:22Z 2011 2011 Thesis http://hdl.handle.net/1721.1/66441 755632255 eng M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission. http://dspace.mit.edu/handle/1721.1/7582 59 p. application/pdf Massachusetts Institute of Technology |
| spellingShingle | Electrical Engineering and Computer Science. Link, Cordelia S Digital ad morphing : using behavioral analysis to increase response rates to online advertisements |
| title | Digital ad morphing : using behavioral analysis to increase response rates to online advertisements |
| title_full | Digital ad morphing : using behavioral analysis to increase response rates to online advertisements |
| title_fullStr | Digital ad morphing : using behavioral analysis to increase response rates to online advertisements |
| title_full_unstemmed | Digital ad morphing : using behavioral analysis to increase response rates to online advertisements |
| title_short | Digital ad morphing : using behavioral analysis to increase response rates to online advertisements |
| title_sort | digital ad morphing using behavioral analysis to increase response rates to online advertisements |
| topic | Electrical Engineering and Computer Science. |
| url | http://hdl.handle.net/1721.1/66441 |
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