{"id":"https://openalex.org/W2087835472","doi":"https://doi.org/10.1145/2396761.2396826","title":"Visual appearance of display ads and its effect on click through rate","display_name":"Visual appearance of display ads and its effect on click through rate","publication_year":2012,"publication_date":"2012-10-29","ids":{"openalex":"https://openalex.org/W2087835472","doi":"https://doi.org/10.1145/2396761.2396826","mag":"2087835472"},"language":"en","primary_location":{"id":"doi:10.1145/2396761.2396826","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2396761.2396826","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 21st ACM international conference on Information and knowledge management","raw_type":"proceedings-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5050479881","display_name":"Javad Azimi","orcid":null},"institutions":[{"id":"https://openalex.org/I131249849","display_name":"Oregon State University","ror":"https://ror.org/00ysfqy60","country_code":"US","type":"education","lineage":["https://openalex.org/I131249849"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Javad Azimi","raw_affiliation_strings":["Oregon State University, Corvallis, OR, USA","Oregon State University , Corvallis, OR , USA"],"affiliations":[{"raw_affiliation_string":"Oregon State University, Corvallis, OR, USA","institution_ids":["https://openalex.org/I131249849"]},{"raw_affiliation_string":"Oregon State University , Corvallis, OR , USA","institution_ids":["https://openalex.org/I131249849"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5046102901","display_name":"Ruofei Zhang","orcid":"https://orcid.org/0000-0002-4063-0109"},"institutions":[{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Ruofei Zhang","raw_affiliation_strings":["Yahoo! Labs, Santa Clara, CA, USA","Yahoo! Labs., Santa Clara, CA, USA#TAB#"],"affiliations":[{"raw_affiliation_string":"Yahoo! Labs, Santa Clara, CA, USA","institution_ids":["https://openalex.org/I4210134091"]},{"raw_affiliation_string":"Yahoo! Labs., Santa Clara, CA, USA#TAB#","institution_ids":["https://openalex.org/I4210134091"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5101819171","display_name":"Yang Zhou","orcid":"https://orcid.org/0000-0002-8384-7842"},"institutions":[{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Yang Zhou","raw_affiliation_strings":["Yahoo! Labs, Santa Clara, CA, USA","Yahoo! Labs., Santa Clara, CA, USA#TAB#"],"affiliations":[{"raw_affiliation_string":"Yahoo! Labs, Santa Clara, CA, USA","institution_ids":["https://openalex.org/I4210134091"]},{"raw_affiliation_string":"Yahoo! Labs., Santa Clara, CA, USA#TAB#","institution_ids":["https://openalex.org/I4210134091"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5012473160","display_name":"Vidhya Navalpakkam","orcid":"https://orcid.org/0000-0002-6996-5519"},"institutions":[{"id":"https://openalex.org/I1291425158","display_name":"Google (United States)","ror":"https://ror.org/00njsd438","country_code":"US","type":"company","lineage":["https://openalex.org/I1291425158","https://openalex.org/I4210128969"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Vidhya Navalpakkam","raw_affiliation_strings":["Google, Santa Clara, CA, USA"],"affiliations":[{"raw_affiliation_string":"Google, Santa Clara, CA, USA","institution_ids":["https://openalex.org/I1291425158"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5112614450","display_name":"Jianchang Mao","orcid":null},"institutions":[{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Jianchang Mao","raw_affiliation_strings":["Yahoo! Labs, Santa Clara, CA, USA","Yahoo! Labs., Santa Clara, CA, USA#TAB#"],"affiliations":[{"raw_affiliation_string":"Yahoo! Labs, Santa Clara, CA, USA","institution_ids":["https://openalex.org/I4210134091"]},{"raw_affiliation_string":"Yahoo! Labs., Santa Clara, CA, USA#TAB#","institution_ids":["https://openalex.org/I4210134091"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5064053803","display_name":"Xiaoli Z. Fern","orcid":null},"institutions":[{"id":"https://openalex.org/I131249849","display_name":"Oregon State University","ror":"https://ror.org/00ysfqy60","country_code":"US","type":"education","lineage":["https://openalex.org/I131249849"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Xiaoli Fern","raw_affiliation_strings":["Oregon State University, Corvallis, OR, USA","Oregon State University , Corvallis, OR , USA"],"affiliations":[{"raw_affiliation_string":"Oregon State University, Corvallis, OR, USA","institution_ids":["https://openalex.org/I131249849"]},{"raw_affiliation_string":"Oregon State University , Corvallis, OR , USA","institution_ids":["https://openalex.org/I131249849"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":6,"corresponding_author_ids":["https://openalex.org/A5050479881"],"corresponding_institution_ids":["https://openalex.org/I131249849"],"apc_list":null,"apc_paid":null,"fwci":1.8452,"has_fulltext":false,"cited_by_count":26,"citation_normalized_percentile":{"value":0.89814405,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":98},"biblio":{"volume":null,"issue":null,"first_page":"495","last_page":"504"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9944000244140625,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9944000244140625,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11165","display_name":"Image and Video Quality Assessment","score":0.9894999861717224,"subfield":{"id":"https://openalex.org/subfields/1707","display_name":"Computer Vision and Pattern Recognition"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9746999740600586,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/click-through-rate","display_name":"Click-through rate","score":0.8002612590789795},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.7519597411155701},{"id":"https://openalex.org/keywords/display-advertising","display_name":"Display advertising","score":0.6255301237106323},{"id":"https://openalex.org/keywords/set","display_name":"Set (abstract data type)","score":0.6213268637657166},{"id":"https://openalex.org/keywords/ranking","display_name":"Ranking (information retrieval)","score":0.6138147711753845},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.6089451909065247},{"id":"https://openalex.org/keywords/revenue","display_name":"Revenue","score":0.47806814312934875},{"id":"https://openalex.org/keywords/human\u2013computer-interaction","display_name":"Human\u2013computer interaction","score":0.39865654706954956},{"id":"https://openalex.org/keywords/machine-learning","display_name":"Machine learning","score":0.36376452445983887},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.3456311821937561},{"id":"https://openalex.org/keywords/information-retrieval","display_name":"Information retrieval","score":0.3434655964374542},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.2320590317249298},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.1602819263935089}],"concepts":[{"id":"https://openalex.org/C115174607","wikidata":"https://www.wikidata.org/wiki/Q1100934","display_name":"Click-through rate","level":2,"score":0.8002612590789795},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.7519597411155701},{"id":"https://openalex.org/C2777999536","wikidata":"https://www.wikidata.org/wiki/Q2399498","display_name":"Display advertising","level":4,"score":0.6255301237106323},{"id":"https://openalex.org/C177264268","wikidata":"https://www.wikidata.org/wiki/Q1514741","display_name":"Set (abstract data type)","level":2,"score":0.6213268637657166},{"id":"https://openalex.org/C189430467","wikidata":"https://www.wikidata.org/wiki/Q7293293","display_name":"Ranking (information retrieval)","level":2,"score":0.6138147711753845},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.6089451909065247},{"id":"https://openalex.org/C195487862","wikidata":"https://www.wikidata.org/wiki/Q850210","display_name":"Revenue","level":2,"score":0.47806814312934875},{"id":"https://openalex.org/C107457646","wikidata":"https://www.wikidata.org/wiki/Q207434","display_name":"Human\u2013computer interaction","level":1,"score":0.39865654706954956},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.36376452445983887},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.3456311821937561},{"id":"https://openalex.org/C23123220","wikidata":"https://www.wikidata.org/wiki/Q816826","display_name":"Information retrieval","level":1,"score":0.3434655964374542},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.2320590317249298},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.1602819263935089},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.0},{"id":"https://openalex.org/C121955636","wikidata":"https://www.wikidata.org/wiki/Q4116214","display_name":"Accounting","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/2396761.2396826","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2396761.2396826","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 21st ACM international conference on Information and knowledge management","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[{"score":0.5699999928474426,"display_name":"Industry, innovation and infrastructure","id":"https://metadata.un.org/sdg/9"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":31,"referenced_works":["https://openalex.org/W322504132","https://openalex.org/W1511924373","https://openalex.org/W1532550279","https://openalex.org/W1556203239","https://openalex.org/W2008801265","https://openalex.org/W2009478201","https://openalex.org/W2009627211","https://openalex.org/W2072912092","https://openalex.org/W2088640816","https://openalex.org/W2090883204","https://openalex.org/W2103598646","https://openalex.org/W2104915826","https://openalex.org/W2105568170","https://openalex.org/W2117423367","https://openalex.org/W2121947440","https://openalex.org/W2128272608","https://openalex.org/W2131107264","https://openalex.org/W2135046866","https://openalex.org/W2136154044","https://openalex.org/W2136585056","https://openalex.org/W2141807666","https://openalex.org/W2143901157","https://openalex.org/W2144468361","https://openalex.org/W2146103513","https://openalex.org/W2146435833","https://openalex.org/W2153635508","https://openalex.org/W2170658603","https://openalex.org/W2296168388","https://openalex.org/W4241614188","https://openalex.org/W4300389874","https://openalex.org/W6680345095"],"related_works":["https://openalex.org/W50774052","https://openalex.org/W2100597815","https://openalex.org/W54129904","https://openalex.org/W2086253379","https://openalex.org/W2810565870","https://openalex.org/W1834987204","https://openalex.org/W175164097","https://openalex.org/W2143648166","https://openalex.org/W2539224399","https://openalex.org/W2079987483"],"abstract_inverted_index":{"One":[0],"of":[1,6,72,76,102,121,126,154,160,179],"the":[2,22,70,73,94,97,109,158,172,183,191,202,213,217],"most":[3],"important":[4],"categories":[5],"online":[7,203],"advertising":[8,11,27,35,204],"is":[9,28,62],"display":[10,26,112],"which":[12,127],"provides":[13,212],"publishers":[14],"with":[15,216],"significant":[16],"revenue.":[17],"Similar":[18],"to":[19,29,50,68,156],"other":[20],"categories,":[21],"main":[23],"goal":[24],"in":[25,108,194,206],"maximize":[30],"user":[31,80,229],"response":[32,81,230],"rate":[33,82],"for":[34,163,201,235],"campaigns,":[36],"such":[37,56],"as":[38,57],"click":[39],"through":[40],"rates":[41],"(CTR)":[42],"or":[43],"conversion":[44],"rates.":[45],"Previous":[46],"studies":[47],"have":[48,182],"tried":[49],"optimize":[51],"these":[52,139],"parameters":[53],"using":[54,104],"objectives":[55],"behavioral":[58],"targeting.":[59],"However,":[60],"there":[61],"no":[63],"published":[64],"work":[65],"so":[66],"far":[67],"address":[69],"effect":[71,227],"visual":[74,98,123,161,225],"appearance":[75,99],"ads":[77,113],"(creatives)":[78],"on":[79,145,171,186,228],"via":[83],"a":[84,119,152,177],"systematic":[85],"data-driven":[86],"approach.":[87],"In":[88],"this":[89,195],"paper,":[90],"we":[91,175],"quantitatively":[92],"study":[93],"relationship":[95],"between":[96],"and":[100,130,150,167,232],"performance":[101,168],"creatives":[103,143],"large":[105],"scale":[106],"data":[107,220],"world's":[110],"largest":[111],"exchange":[114],"system,":[115],"RightMedia.":[116,146],"We":[117,137,147,188],"designed":[118,149],"set":[120],"43":[122],"features,":[124],"some":[125],"are":[128,132],"novel":[129],"others":[131],"inspired":[133],"by":[134],"related":[135],"work.":[136],"extracted":[138],"features":[140,162,180],"from":[141],"real":[142],"served":[144],"also":[148,211],"conducted":[151],"series":[153],"experiments":[155],"evaluate":[157],"effectiveness":[159],"CTR":[164],"prediction,":[165],"ranking":[166],"classification.":[169],"Based":[170],"evaluation":[173,233],"results,":[174],"selected":[176],"subset":[178],"that":[181,190],"highest":[184],"impact":[185],"CTR.":[187],"believe":[189],"findings":[192],"presented":[193],"paper":[196],"will":[197],"be":[198],"very":[199],"useful":[200],"industry":[205],"designing":[207],"high-performance":[208],"creatives.":[209],"It":[210],"research":[214],"community":[215],"first":[218],"ever":[219],"set,":[221],"initial":[222],"insights":[223],"into":[224],"appearance's":[226],"propensity,":[231],"benchmarks":[234],"further":[236],"study.":[237]},"counts_by_year":[{"year":2025,"cited_by_count":2},{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":3},{"year":2021,"cited_by_count":1},{"year":2020,"cited_by_count":4},{"year":2019,"cited_by_count":4},{"year":2018,"cited_by_count":5},{"year":2017,"cited_by_count":2},{"year":2016,"cited_by_count":2},{"year":2015,"cited_by_count":1},{"year":2014,"cited_by_count":1}],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2025-10-10T00:00:00"}