Audience selection for on-line brand advertising: privacy-friendly social network targeting

@inproceedings{Provost2009AudienceSF,
  title={Audience selection for on-line brand advertising: privacy-friendly social network targeting},
  author={Foster J. Provost and Brian Dalessandro and Rod Hook and Xiaohan Zhang and Alan Murray},
  booktitle={KDD},
  year={2009}
}
This paper describes and evaluates privacy-friendly methods for extracting quasi-social networks from browser behavior on user-generated content sites, for the purpose of finding good audiences for brand advertising (as opposed to click maximizing, for example). Targeting social-network neighbors resonates well with advertisers, and on-line browsing behavior data counterintuitively can allow the identification of good audiences anonymously. Besides being one of the first papers to our knowledge… CONTINUE READING

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