TY  - BOOK
AU  - Liu,Peng
AU  - Wang,Chao
TI  - Computational advertising: market and technologies for internet commercial monetization 
SN  - 0429557728
AV  - HF6146.I58 L58 2020
U1  - 658.8/72 23
PY  - 2020///
CY  - Boca Raton, FL
PB  - CRC Press
KW  - COMPUTERS / General
KW  - bisacsh
KW  - Internet advertising
N2  - This book introduces computational advertising, and Internet monetization. It provides a macroscopic understanding of how consumer products in the Internet era push user experience and monetization to the limit. Part One of the book focuses on the basic problems and background knowledge of online advertising. Part Two targets the product, operations, and sales staff, as well as high-level decision makers of the Internet products. It explains the market structure, trading models, and the main products in computational advertising. Part Three targets systems, algorithms, and architects, and focuses on the key technical challenges of different advertising products. Features Introduces computational advertising and Internet monetization Covers data processing, utilization, and trading Uses business logic as the driving force to explain online advertising products and technology advancement Explores the products and the technologies of computational advertising, to provide insights on the realization of personalizationsystems, constrained optimization, data monetization and trading, and other practical industry problems Includes case studies and code snippets
UR  - https://www.taylorfrancis.com/books/9780429262654
UR  - http://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf
ER  -