Publication: Modelos de atribución en publicidad digital
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Publication Date
2016
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Matías Diez, Adrián
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Abstract
Desde la aparición de internet, la publicidad digital ha crecido y evolucionado a un ritmo trepidante, dando paso a nuevos ecosistemas como el RTB (Real – time bidding). Uno de los grandes problemas que plantea este tipo de ecosistemas es proporcionar una atribución justa a cada canal, cuando varios canales impactan conjuntamente. Desde la aparición de la publicidad digital, el modelo hegemónico en este ámbito ha sido el de última interacción. Sin embargo, en los últimos años ha crecido el interés en las empresas por explorar otros modelos de atribución que utilicen más información. Para ello, un estudio exhaustivo del ciclo de vida de las cookies es necesario.
Este trabajo engloba inicialmente dos objetivos principales: Uno de ellos es hacer una introducción a los modelos de atribución en la compra programática en marketing digital y obtener modelos en dicho mercado más allá del modelo de última interacción. Por otro lado, los modelos de atribución han sido desarrollados mediante teoría de juegos cooperativos. El segundo objetivo es mostrar y desarrollar cómo se ha utilizado la teoría de juegos cooperativos, en particular el valor de Shapley, en este tipo de entornos.
Since the creation of internet, digital advertising has grown and evolved at a frenetic pace, yielding new ecosystems such as RTB (real – time bidding). One of the greatest problems this type of ecosystems poses is providing a fair attribution to each impact channel. Since the appearance of online marketing, the last interaction model has been the hegemonic model in this environment. However, in the last few years, companies are increasingly interested in exploring other attribution models which use more information. To do so, an exhaustive study of cookie cycle life is necessary. This work comprises two main objectives: the first one is performing an introduction to attribution models within RTB in digital advertising and obtaining models beyond the last interaction one. Here, attribution models have been developed by means of cooperative game theory. The second objective is showing and developing how cooperative game theory has been used in this environment, in particular the Shapley value. Finally, the results of applying these methods to real digital advertising data are included.
Since the creation of internet, digital advertising has grown and evolved at a frenetic pace, yielding new ecosystems such as RTB (real – time bidding). One of the greatest problems this type of ecosystems poses is providing a fair attribution to each impact channel. Since the appearance of online marketing, the last interaction model has been the hegemonic model in this environment. However, in the last few years, companies are increasingly interested in exploring other attribution models which use more information. To do so, an exhaustive study of cookie cycle life is necessary. This work comprises two main objectives: the first one is performing an introduction to attribution models within RTB in digital advertising and obtaining models beyond the last interaction one. Here, attribution models have been developed by means of cooperative game theory. The second objective is showing and developing how cooperative game theory has been used in this environment, in particular the Shapley value. Finally, the results of applying these methods to real digital advertising data are included.