This paper studies the strategic aspects of contextual advertising. Such advertising entails the display of relevant ads based on the topic of the content a consumer views and takes advantage of the possibility that consumers’ content browsing preferences are indicative of their product preferences. The results show that contextual targeting impacts advertiser profit in two ways: first, adverti...

We consider the Contextual Recursive Cascade Correlation model (CRCC), a model able to learn contextual mappings in structured domains. We propose a formal characterization of the “context window”, i.e., given a state variable, the “context window” is the set of state variables that directly or indirectly contribute to its determination. On the basis of this definition, a formal and compact exp...

Research on ad copy design is well-studied in the context of offline marketing. However, researchers have only recently started to investigate ad copies in the context of paid search, and have not yet explored the potential of information cues to enhance customers’ search process. In this paper we analyze the impact of an information cue on user behavior in ad copies. Contrary to prevalent advi...

Scenarios are often proposed as a means of managing innovation in use-centred design. Here we discuss ‘how’. Scenarios allow design spaces to be mapped, both marking and pushing the boundaries of those spaces, and charting paths through the conceptual terrain therein. They achieve this through facilitating two modes of design discourse (backward and forward linking), and mapping the granularity...

theoretically speaking, ict is a new concept in enterprise architecture which can be studied in hrm and hr architecture issues. due to contextual variables carrying diverse variation and importance levels, designing an e-readiness framework of hr architecture is a complex issue. therefore, this idea is considered in iranian oil and gas industry to be piloted. framework of ict conceptual model d...

For the production of interactive live TV formats, new content and new productions workflows are necessary. We explain how future content of a parallel multi-stream production of live events may be created form a design and a technical perspective. It is argued, that the content should be arranged by dramaturgical principles taking into account the meaning of the base material. To support the p...

One of the main limitations of the ecological design is aggregation bias. The problem can be addressed by designs that use small contextual hierarchical units with internal homogeneity. This study aimed to compare different geographic data structures in order to explore contextual effects of socioeconomic variables on the odds of perceived poor oral health. The analyses were based on a mixed de...