Abstract
We propose a novel method for efficient target audience augmentation in programmatic digital advertising. This method utilizes a novel ParGenFS algorithm for most adequate generalization in taxonomies which was developed by the authors in a joint work. The ParGenFS extends user segments by parsimoniously lifting them off-line as a fuzzy set over IAB content taxonomy into a higher rank ‘head subject’. This algorithm was initially intended as an intelligent information retrieval tool. Here it is applied to a very different task of targeted advertisement as an effective tool for augmenting audiences.
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Frolov, D., Taran, Z., Mirkin, B. (2020). A Method for Audience Extending in Programmatic Advertising by Using Parsimonious Generalization of User Segments. In: Ahram, T., Taiar, R., Colson, S., Choplin, A. (eds) Human Interaction and Emerging Technologies. IHIET 2019. Advances in Intelligent Systems and Computing, vol 1018. Springer, Cham. https://doi.org/10.1007/978-3-030-25629-6_131
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DOI: https://doi.org/10.1007/978-3-030-25629-6_131
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