Evidências de ajustes no lance médio de advertisers em uma Ad Exchange dado a percepção de fraude
| Autor(a) principal: | |
|---|---|
| Data de Publicação: | 2018 |
| Tipo de documento: | Dissertação |
| Idioma: | por |
| Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
| Texto Completo: | http://hdl.handle.net/10438/24411 |
Resumo: | Este trabalho tem como objetivo identificar se lances médios de anunciantes sofrem algum impacto dado a um aumento na popularidade de termos de busca no Google referentes a fraude na indústria ou devido a notícias de casos de fraude. Para isto, são analisados dados mensais de Janeiro de 2014 a Janeiro de 2018 de lances médios de uma Ad Exchange, (construído a partir do valor faturado e volume de instalações do aplicativo fim), popularidade mensal de termos de busca no Google (Ad Fraud, Mobile Ad Fraud e Mobile Advertising) bem como datas de notícias sobre fraudes para encontrar evidências de que um aumento na popularidade do termo 'Ad Fraud' impacta negativamente no lance médio, um aumento no termo 'Mobile Advertising' impacta positivamente no lance médio, e uma notícia de fraude de 2016 também têm efeito negativo sobre o lance médio dos Advertisers. |
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3974 |
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Faria, Leonel da Fontoura Mattoso NegreirosEscolas::EESPChague, Fernando DanielBueno, Rodrigo de Losso da SilveiraGiovannetti, Bruno Cara2018-07-20T17:12:16Z2018-07-20T17:12:16Z2018-06-27http://hdl.handle.net/10438/24411Este trabalho tem como objetivo identificar se lances médios de anunciantes sofrem algum impacto dado a um aumento na popularidade de termos de busca no Google referentes a fraude na indústria ou devido a notícias de casos de fraude. Para isto, são analisados dados mensais de Janeiro de 2014 a Janeiro de 2018 de lances médios de uma Ad Exchange, (construído a partir do valor faturado e volume de instalações do aplicativo fim), popularidade mensal de termos de busca no Google (Ad Fraud, Mobile Ad Fraud e Mobile Advertising) bem como datas de notícias sobre fraudes para encontrar evidências de que um aumento na popularidade do termo 'Ad Fraud' impacta negativamente no lance médio, um aumento no termo 'Mobile Advertising' impacta positivamente no lance médio, e uma notícia de fraude de 2016 também têm efeito negativo sobre o lance médio dos Advertisers.This work checks for empirical evidence that Advertisers’ bids are impacted by fraud related search terms popularity in Google regarding the mobile advertising industry and by fraud related news. For this to be accomplished, monthly data from January 2014 to January 2018 from an Ad Exchange regarding Advertisers’ monthly bid (calculated based on spend and app installs) is gathered and compared with 'Ad fraud', 'Mobile Ad Fraud' and 'Mobile Advertising' search terms popularity in Google as well as fraud volume related news dates, to find evidence that an increase in 'Ad Fraud' term popularity has a negative impact in the average bid, an increase in 'Mobile Advertising' term popularity has a positive impact in the average bid and a 2016 fraud related news also has a negative impact in Advertisers average bid.porAd ExchangeAd NetworksAd FraudMobile Ad FraudAdministração de empresasAnúncios pela internetPropaganda - Aspectos econômicosFraude na internetModelos econômicosEvidências de ajustes no lance médio de advertisers em uma Ad Exchange dado a percepção de 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|
| dc.title.por.fl_str_mv |
Evidências de ajustes no lance médio de advertisers em uma Ad Exchange dado a percepção de fraude |
| title |
Evidências de ajustes no lance médio de advertisers em uma Ad Exchange dado a percepção de fraude |
| spellingShingle |
Evidências de ajustes no lance médio de advertisers em uma Ad Exchange dado a percepção de fraude Faria, Leonel da Fontoura Mattoso Negreiros Ad Exchange Ad Networks Ad Fraud Mobile Ad Fraud Administração de empresas Anúncios pela internet Propaganda - Aspectos econômicos Fraude na internet Modelos econômicos |
| title_short |
Evidências de ajustes no lance médio de advertisers em uma Ad Exchange dado a percepção de fraude |
| title_full |
Evidências de ajustes no lance médio de advertisers em uma Ad Exchange dado a percepção de fraude |
| title_fullStr |
Evidências de ajustes no lance médio de advertisers em uma Ad Exchange dado a percepção de fraude |
| title_full_unstemmed |
Evidências de ajustes no lance médio de advertisers em uma Ad Exchange dado a percepção de fraude |
| title_sort |
Evidências de ajustes no lance médio de advertisers em uma Ad Exchange dado a percepção de fraude |
| author |
Faria, Leonel da Fontoura Mattoso Negreiros |
| author_facet |
Faria, Leonel da Fontoura Mattoso Negreiros |
| author_role |
author |
| dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EESP |
| dc.contributor.member.none.fl_str_mv |
Chague, Fernando Daniel Bueno, Rodrigo de Losso da Silveira |
| dc.contributor.author.fl_str_mv |
Faria, Leonel da Fontoura Mattoso Negreiros |
| dc.contributor.advisor1.fl_str_mv |
Giovannetti, Bruno Cara |
| contributor_str_mv |
Giovannetti, Bruno Cara |
| dc.subject.eng.fl_str_mv |
Ad Exchange Ad Networks Ad Fraud Mobile Ad Fraud |
| topic |
Ad Exchange Ad Networks Ad Fraud Mobile Ad Fraud Administração de empresas Anúncios pela internet Propaganda - Aspectos econômicos Fraude na internet Modelos econômicos |
| dc.subject.area.por.fl_str_mv |
Administração de empresas |
| dc.subject.bibliodata.por.fl_str_mv |
Anúncios pela internet Propaganda - Aspectos econômicos Fraude na internet Modelos econômicos |
| description |
Este trabalho tem como objetivo identificar se lances médios de anunciantes sofrem algum impacto dado a um aumento na popularidade de termos de busca no Google referentes a fraude na indústria ou devido a notícias de casos de fraude. Para isto, são analisados dados mensais de Janeiro de 2014 a Janeiro de 2018 de lances médios de uma Ad Exchange, (construído a partir do valor faturado e volume de instalações do aplicativo fim), popularidade mensal de termos de busca no Google (Ad Fraud, Mobile Ad Fraud e Mobile Advertising) bem como datas de notícias sobre fraudes para encontrar evidências de que um aumento na popularidade do termo 'Ad Fraud' impacta negativamente no lance médio, um aumento no termo 'Mobile Advertising' impacta positivamente no lance médio, e uma notícia de fraude de 2016 também têm efeito negativo sobre o lance médio dos Advertisers. |
| publishDate |
2018 |
| dc.date.accessioned.fl_str_mv |
2018-07-20T17:12:16Z |
| dc.date.available.fl_str_mv |
2018-07-20T17:12:16Z |
| dc.date.issued.fl_str_mv |
2018-06-27 |
| dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
| dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
| format |
masterThesis |
| status_str |
publishedVersion |
| dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10438/24411 |
| url |
http://hdl.handle.net/10438/24411 |
| dc.language.iso.fl_str_mv |
por |
| language |
por |
| dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
| eu_rights_str_mv |
openAccess |
| dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
| instname_str |
Fundação Getulio Vargas (FGV) |
| instacron_str |
FGV |
| institution |
FGV |
| reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
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Repositório Institucional do FGV (FGV Repositório Digital) |
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MD5 MD5 MD5 MD5 |
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Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV) |
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