Sharif Digital Repository

Television, radio, newspaper, magazines, and billboards are among the major channels that traditionally place ads, however, the advancement of the Internet enables users to seek information online. In display and mobile advertising, the most significant technical development in recent years is the growth of Real-Time Bidding (RTB), which facilitates a real-time auction for a display opportunity. Real-time means the auction is per impression and the process usually occurs less than 300 milliseconds before the ad is placed. RTB has fundamentally changed the landscape of the digital media market by scaling the buying process across a large number of available inventories among publishers in an... 

Personalized advertising has grown drastically as new tracking technologies allow advertisers to monitor consumers’ online behavior and distribute advertisements accordingly, which has given rise to privacy concerns. The present study investigates the role of personality traits and data source in social media behavioral advertising’s value perception. Two online studies were conducted to examine how plasticity (shared variance of openness and extraversion) and data source (first party vs third-party) affect consumers’ privacy calculus and purchase intention respectively. The participants, all active social media users from the United States, were hired from Prolific.co. For the first study,... 

In recent years, Internet advertising has become increasingly customized to individual users. As advertising carry on refining its capacities, it is more likely to be seen as insightful and useful by everyone. Consumers, particularly Gen Y and older members of Gen Z, are becoming more accepting of relevant advertising as digital acquaintance. Consumers now welcome active advertising that responds and reflects social activity, location, and brand and product preferences in real-time. This ability to be agile within the consumer’s connected experience is an emerging revenue driver and will continue to grow as ad platforms and ad presentations become smarter. But more personalization results in... 

Nowadays, one of the most popular methods of advertising is online advertising, which is commonly used by many businesses. In the meantime, targeting the right person at the right moment to show an advertisement is always a major concern of advertisers and other players in this field. One of the areas of study in the literature in this field is the investigation of factors affecting the effectiveness of targeted advertising. The purpose of the upcoming research is to investigate the impact of the advertised product involvement in targeted online advertising. This level of effectiveness is measured by considering click intention as a measure of effectiveness and examining the impact of... 

Auction is one of the most important and oldest institutions in economics, enabling resource allocation and trade of goods in the economy. Investigating the effects of changes in reservation price in auctions is an important question in auction theory research. In this study, focusing on a policy implemented by Yektanet, which involved altering the reservation price in auctions for advertising slots, we assessed its impact on advertiser costs. The implemented policy led to the activation of two distinct mechanisms, resulting in conflicting effects on the company's revenue. The first mechanism involved an increase in bid and intensified competition for ad placements on average, while the...