Digital ad morphing : using behavioral analysis to increase response rates to online advertisements

This paper details the implementation and testing of a digital ad morphing system, a system which determines user cognitive style based on interaction with a website and serves ads designed to complement that cognitive style. The system is intended to increase click through rates on online advertising such as banner ads. The paper first explains the implementation of an ad morphing system and then describes the process and results of a field study conducted on the CNET.com website in April-May 2011.

Department dc:contributor.department

Massachusetts Institute of Technology. Dept. of Electrical Engineering and Computer Science.

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2011

Author dc:creator

• Link, Cordelia S

Advisor dc:contributor.advisor

• Glen L. Urban.

• Electrical Engineering and Computer Science.

Statement dc:rights

• M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/1721.1/66441

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/66441