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KDD
2009
ACM

Ad quality on TV: predicting television audience retention

14 years 5 months ago
Ad quality on TV: predicting television audience retention
This paper explores the impact of television advertisements on audience retention using data collected from television set-top boxes (STBs)1 . In particular, we discuss how the accuracy of the retention score, a measure of ad quality, is improved by using the recent “click history” of the STBs tuned to the ad. These retention scores are related to – and are a natural extension of – other measures of ad quality that have been used in online advertising since at least 2005 [2]. Like their online counterparts, TV retention scores could be used to determine if an ad should be eligible to enter the inventory auction and, if it is, how highly the ad should be ranked [1]. A retention score (RS) could also be used by the auction system for pricing, or by the advertiser to compare different creatives for the same product.
Yannet Interian, Sundar Dorai-Raj, Igor Naverniouk
Added 20 May 2010
Updated 20 May 2010
Type Conference
Year 2009
Where KDD
Authors Yannet Interian, Sundar Dorai-Raj, Igor Naverniouk, P. J. Opalinski, Kaustuv, Dan Zigmond
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