Audience Selection for Online Brand （观众选择在线品牌）.pdfVIP

Audience Selection for On-line Brand Advertising: Privacy-friendly Social Network Targeting Foster Provost Brian Dalessandro Rod Hook ◦ ◦ Coriolis Ventures, NYC, USA NYU Media6 , NYC, USA Media6 , NYC, USA provost@ briand@ rod@ Xiaohan Zhang Alan Murray ◦ Coriolis Ventures, NYC, USA NYU Media6 , NYC, USA zazahan@ alan@ ABSTRACT 1. INTRODUCTION This paper describes and evaluates privacy-friendly methods This paper introduces a privacy-friendly method for tak- for extracting quasi-social networks from browser behavior ing advantage of user-generated content on social network- on user-generated content sites, for the purpose of finding ing sites (and beyond) to improve audience identification for good audiences for brand advertising (as opposed to click on-line brand advertising. Unlike direct-marketing-style on- maximizing, for example). Targeting social-network neigh- line advertising, the goal of on-line brand advertising is not bors resonates well with advertisers, and on-line browsing only to generate clicks or near-term on-line purchases. On- behavior data counterintuitively can allow the identification line brand advertising focuses on getting a brand-oriented of goo