TY - GEN
T1 - GrammAds
T2 - 1st International Conference on Digital Enterprise Design and Management, DED and M 2013
AU - Thomaidou, Stamatina
AU - Leymonis, Konstantinos
AU - Vazirgiannis, Michalis
PY - 2013/1/1
Y1 - 2013/1/1
N2 - Online advertising is a fast developing industry - in 2011 its revenues reached $31 billion. Paid search marketing is extremely competitive while online advertising campaign creation and development are very demanding in terms of time and expert human resources. Assisting or even automating the work of an advertising specialist has emerged as a requirement for companies and research institutes over the last few years, mainly because of the commercial value of this endeavour. In this context, we developed GrammAds, an automated keyword and ad creative generator. This system generates multiword keywords (n-grams) and automated ad creative recommendations, while it organizes properly the campaigns which are finally uploaded to the auctioneer platform and start running. In this paper, we analyze the proposed methodology and we also present the main functionality of the GrammAds application along with an experimental evaluation.
AB - Online advertising is a fast developing industry - in 2011 its revenues reached $31 billion. Paid search marketing is extremely competitive while online advertising campaign creation and development are very demanding in terms of time and expert human resources. Assisting or even automating the work of an advertising specialist has emerged as a requirement for companies and research institutes over the last few years, mainly because of the commercial value of this endeavour. In this context, we developed GrammAds, an automated keyword and ad creative generator. This system generates multiword keywords (n-grams) and automated ad creative recommendations, while it organizes properly the campaigns which are finally uploaded to the auctioneer platform and start running. In this paper, we analyze the proposed methodology and we also present the main functionality of the GrammAds application along with an experimental evaluation.
U2 - 10.1007/978-3-642-37317-6_4
DO - 10.1007/978-3-642-37317-6_4
M3 - Conference contribution
AN - SCOPUS:84876219316
SN - 9783642373169
T3 - Advances in Intelligent Systems and Computing
SP - 33
EP - 44
BT - Proceedings of the First International Conference on Digital Enterprise Design and Management, DED and M 2013
PB - Springer Verlag
Y2 - 12 February 2013 through 13 February 2013
ER -