Financial incentives and the "performance of crowds"
Proceedings of the ACM SIGKDD Workshop on Human Computation
Designing incentives for inexpert human raters
Proceedings of the ACM 2011 conference on Computer supported cooperative work
The effects of exposure time on memory of display advertisements
Proceedings of the 12th ACM conference on Electronic commerce
Engagement-based user attention distribution on web article pages
Proceedings of the 24th ACM Conference on Hypertext and Social Media
Proceedings of the 22nd international conference on World Wide Web
Improving the effectiveness of time-based display advertising (extended abstract)
IJCAI'13 Proceedings of the Twenty-Third international joint conference on Artificial Intelligence
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Display advertisements are typically sold by the impression, where one impression is simply one download of an ad. Previous work has shown that the longer an ad is in view, the more likely a user is to remember it and that there are diminishing returns to increased exposure time [Goldstein et al. 2011]. Since a pricing scheme that is at least partially based on time is more exact than one based solely on impressions, time- based advertising may become an industry standard. We answer an open question concerning time-based pricing schemes: how should time slots for advertisements be divided? We provide evidence that ads can be scheduled in a way that leads to greater total recollection, which advertisers value, and increased revenue, which publishers value. We document two main findings. First, we show that displaying two shorter ads results in more total recollection than displaying one longer ad of twice the duration. Second, we show that this effect disappears as the duration of these ads increases. We conclude with a theoretical prediction regarding the circumstances under which the display advertising industry would benefit if it moved to a partially or fully time-based standard.