4 citations · 8 across the 3 of their papers we have counts for
3 papers
Shapley Value Methods for Attribution Modeling in Online Advertising
Kaifeng Zhao, Seyed Hanif Mahboobi, Saeed R. Bagheri
This paper re-examines the Shapley value methods for attribution analysis in the area of online advertising. As a credit allocation solution in cooperative game theory, Shapley val…
Targeted Advertising Based on Browsing History
Yong Zhang, Hongming Zhou, Nganmeng Tan +2
Audience interest, demography, purchase behavior and other possible classifications are ex- tremely important factors to be carefully studied in a targeting campaign. This informat…
Revenue-based Attribution Modeling for Online Advertising
Kaifeng Zhao, Seyed Hanif Mahboobi, Saeed Bagheri
This paper examines and proposes several attribution modeling methods that quantify how revenue should be attributed to online advertising inputs. We adopt and further develop rela…