1. Automated ad placement
Kryštof Német, Michal Balko, Martin Pavelka

2. Introduction Easy to collect data about people Social media sites
People’s interests and possible future needs
Planting effective ads
Location of banners
The loss of user privacy

3. 3 main problem domains Ad personalization Ad placement Ad scheduling
Steps related to solving them
Knowing the scheduling and placement of ads in advance
Determine subset of ads that will maximize revenue for advertizers and publishers

4. Techniques and tools For collecting data from web users
Cookies
Questionaries
Web logs, log files
Mouse, joystick, keyboard

5. Cookies
“Tiny files deposited on a computer hard drive when a user visits a certain web sites”
Function: capture web users’ online behavior
Utilization: enhance ad personalization

6. User profiles Stored in companies’ databases
Using techniques and tools
Companies use servers to link their DB to user’s PC to collect web usage data
Data processing and mining
Segmentation, cluster analysis, decision trees
Ad servers use companies DBs
Ad personalization, customization

7. Google AdSense How it works: Works only with Google AdWords ads
Analyze content and visitors
Find ad that matches
Display ad on designated place on the website
Custom design of ads
Works only with Google AdWords ads
User clicks determine the amount paid
Huge source of advertiser demand

8. Advertising on social media
Any platform for sharing opinions
Creating groups of people with similarities
Fast developing
Great tool for finding potential customers
Providing access for huge amount of data
A lot of targeting options

9. Advanced targeting options
Interest targeting
Using reports from users
Connected with keyword targeting
Behavioral/Connection targeting
Purchase behaving
Special connection of people to target web

10. Advanced targeting options
Custom targeting
Using addresses, phone numbers or other identifications
Lookalike targeting
Reaching people who are similar to already targeted group
Platforms which can be used
Facebook, Twitter, Linkedln or Pinterest

11. Conclusion Reacting to ads differently Ad blocking with software
Websites provide their content for free
Future ? ...