Concepedia

Ad Campaign Optimization

Ad Campaign Optimization is a methodological framework within digital advertising that systematically enhances the performance of advertising campaigns by iteratively refining targeting, bidding, creative content, and placement strategies based on empirical data and analytical models to maximize predefined objectives such as conversion rates, return on ad spend, or audience engagement.

93

Publications

3.7K

Citations

234

Authors

121

Institutions

Publications per year

2017–2026

35

Parents

Publications

93

Optimal real-time bidding for display advertising

Weinan Zhang, Shuai Yuan, Jun Wang · 2014 · 301 citations

, , +17

Real-Time Bidding by Reinforcement Learning in Display Advertising

2017 · 165 citations · Full text

, , +17

Dynamic Effectiveness of Advertising and Word of Mouth in Sequential Distribution of New Products

Norris I. Bruce, Natasha Zhang Foutz, Ceren Kolsarici · Journal of Marketing Research · 2012 · 141 citations

, , +17

Real-time bidding algorithms for performance-based display ad allocation

Ye Chen, Pavel Berkhin, Bo Anderson et al. · 2011 · 126 citations

, , +17

Real-Time Bidding by Reinforcement Learning in Display Advertising

UCL Discovery (University College London) · 2017 · 124 citations

, , +17

1–5 of 93

Authors

234

  1. WZ
    Weinan Zhang

    Shanghai Jiao Tong University, China

    4 publications · 441 citations

    4

    h-index

  2. JW
    Jun Wang

    University College London, United Kingdom

    3 publications · 387 citations

    3

    h-index

  3. JG
    John G. Turner

    University of East Anglia, United Kingdom

    3 publications · 98 citations

    3

    h-index

  4. YY
    Yanwu Yang

    Huazhong University of Science and Technology, China

    3 publications · 97 citations

    3

    h-index

  5. VJ
    Vanja Josifovski

    Yahoo (United States), United States

    3 publications · 81 citations

    3

    h-index

1–5 of 234

Institutions

121

  1. Yahoo (United States)

    Sunnyvale, United States

    7 h-index

    24 publications

    894 citations

  2. University College London

    London, United Kingdom

    5 h-index

    10 publications

    1.5K citations

  3. Carnegie Mellon University

    Pittsburgh, United States

    5 h-index

    7 publications

    201 citations

  4. Shanghai Jiao Tong University

    Shanghai, China

    4 h-index

    10 publications

    975 citations

  5. Politecnico di Milano

    Milan, Italy

    3 h-index

    14 publications

    248 citations

  6. Northwestern University

    Evanston, United States

    3 h-index

    3 publications

    205 citations

  7. Google (United States)

    Mountain View, United States

    3 h-index

    5 publications

    170 citations

  8. University of California, Irvine

    Irvine, United States

    3 h-index

    3 publications

    98 citations

1–8 of 121

Venues

  1. Operations Research

    6 publications · 212 citations

    6

    h-index

  2. Journal of Marketing Research

    4 publications · 224 citations

    4

    h-index

  3. SSRN Electronic Journal

    Repository · 3 publications · 70 citations

    3

    h-index

  4. International Journal of Research in Marketing

    IJRM · 2 publications · 65 citations

    2

    h-index

  5. European Journal of Operational Research

    2 publications · 107 citations

    2

    h-index

1–5