Cross-Channel Real-Time Response Analysis

Research output: Contributions to collected editions/worksContributions to collected editions/anthologiesTransfer


Programmatic Advertising allows advertisers to bid for single advertising impressions, i.e., each time a user visits a website advertisers can decide whether they would like to bid for the opportunity to being displayed to that specific user and at what price. Programmatic Advertising, which emerged around 2009, thereby comes with a huge amount of data that can be used for decision making purposes (e.g., bidding). This article will provide an overview of the two fundamental decision making fields in Programmatic Advertising: budget allocation across the media mix and micro decision making in Programmatic Advertising ad auctions at the individual user-level. In this article, we outline state of the art modeling techniques used in both decision making areas as well as the specific challenges faced by analysts when developing models. In addition, we present common heuristics used by practitioners and potential drawbacks related to the use of heuristics vs. statistical models.
Original languageEnglish
Title of host publicationProgrammatic Advertising : The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
EditorsOliver Busch
Number of pages11
Publication date2016
ISBN (Print)978-3-319-25021-2
ISBN (Electronic)978-3-319-25023-6
Publication statusPublished - 2016

    Research areas

  • Business informatics - Budget Allocation, Bidding Strategy, Media Channel, Online Advertising, Advertising Effectiveness