Staff View
Ads in mobile applications

Descriptive

TitleInfo
Title
Ads in mobile applications
Name (type = personal)
NamePart (type = family)
Vaikuntam
NamePart (type = given)
Aparna
NamePart (type = date)
1985-
DisplayForm
Aparna Vaikuntam
Role
RoleTerm (authority = RULIB)
author
Name (type = personal)
NamePart (type = family)
Muthukrishnan
NamePart (type = given)
Muthu
DisplayForm
Muthu Muthukrishnan
Affiliation
Advisory Committee
Role
RoleTerm (authority = RULIB)
chair
Name (type = personal)
NamePart (type = family)
Nguyen
NamePart (type = given)
Thu
DisplayForm
Thu Nguyen
Affiliation
Advisory Committee
Role
RoleTerm (authority = RULIB)
internal member
Name (type = personal)
NamePart (type = family)
Nath
NamePart (type = given)
Badri
DisplayForm
Badri Nath
Affiliation
Advisory Committee
Role
RoleTerm (authority = RULIB)
internal member
Name (type = corporate)
NamePart
Rutgers University
Role
RoleTerm (authority = RULIB)
degree grantor
Name (type = corporate)
NamePart
Graduate School - New Brunswick
Role
RoleTerm (authority = RULIB)
school
TypeOfResource
Text
Genre (authority = marcgt)
theses
OriginInfo
DateCreated (qualifier = exact)
2012
DateOther (qualifier = exact); (type = degree)
2012-10
Place
PlaceTerm (type = code)
xx
Language
LanguageTerm (authority = ISO639-2b); (type = code)
eng
Abstract (type = abstract)
The usage of mobile applications has increased phenomenally with the growth of smart phones. According to Apple, as of Feb 2012, close to 800,000 third party applications were available on the App Store. They have been downloaded more than 15 billion times. The android platform is close behind with 450,000 apps in Google Play that have been downloaded more than 10 billion times. When we look at Advertising revenues from mobile phones (app and browser included), in-app mobile Ads account for only a fraction of the total. IDC estimates 70% of Mobile Ad budgets are spent on search based advertising. The rest is a combination of placements in applications and content on the web. Compared to the application usage statistics for popular platforms, the revenue generated through Ads using these apps as the medium has just not kept pace. The numbers point to a lot of scope for growth. Moreover, with more and more apps becoming free to download, these Ads are here to stay. What makes in-app mobile Ads even more interesting is their potential to deliver highly targeted Ads. In this paper, we study Ads in mobile applications. We limit the scope of our study to in-app mobile Ads, that appear anywhere within a mobile application when it is being used. This could be in the form of text, rich media or banner. Our purpose is to understand how Ads in mobile apps work and how they can be used by advertisers to engage audiences with targeted Ads. To this end, we run Ad campaign experiments in select countries in Asia and North America. Through these experiments; we aim to study the factors affecting the performance of Ad campaigns and inferences that can be made from data obtained through the campaigning process
Subject (authority = RUETD)
Topic
Computer Science
RelatedItem (type = host)
TitleInfo
Title
Rutgers University Electronic Theses and Dissertations
Identifier (type = RULIB)
ETD
Identifier
ETD_4232
PhysicalDescription
Form (authority = gmd)
electronic resource
InternetMediaType
application/pdf
InternetMediaType
text/xml
Extent
xi, 84 p. : ill.
Note (type = degree)
M.S.
Note (type = bibliography)
Includes bibliographical references
Note (type = statement of responsibility)
by Aparna Vaikuntam
Subject (authority = ETD-LCSH)
Topic
Application software
Subject (authority = ETD-LCSH)
Topic
Cell phone advertising
Subject (authority = ETD-LCSH)
Topic
Smartphones
Identifier (type = hdl)
http://hdl.rutgers.edu/1782.1/rucore10001600001.ETD.000067006
RelatedItem (type = host)
TitleInfo
Title
Graduate School - New Brunswick Electronic Theses and Dissertations
Identifier (type = local)
rucore19991600001
Location
PhysicalLocation (authority = marcorg); (displayLabel = Rutgers, The State University of New Jersey)
NjNbRU
Identifier (type = doi)
doi:10.7282/T3DV1HM3
Genre (authority = ExL-Esploro)
ETD graduate
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Rights

RightsDeclaration (ID = rulibRdec0006)
The author owns the copyright to this work.
RightsHolder (type = personal)
Name
FamilyName
Vaikuntam
GivenName
Aparna
Role
Copyright Holder
RightsEvent
Type
Permission or license
DateTime (encoding = w3cdtf); (qualifier = exact); (point = start)
2012-09-12 11:23:00
AssociatedEntity
Name
Aparna Vaikuntam
Role
Copyright holder
Affiliation
Rutgers University. Graduate School - New Brunswick
AssociatedObject
Type
License
Name
Author Agreement License
Detail
I hereby grant to the Rutgers University Libraries and to my school the non-exclusive right to archive, reproduce and distribute my thesis or dissertation, in whole or in part, and/or my abstract, in whole or in part, in and from an electronic format, subject to the release date subsequently stipulated in this submittal form and approved by my school. I represent and stipulate that the thesis or dissertation and its abstract are my original work, that they do not infringe or violate any rights of others, and that I make these grants as the sole owner of the rights to my thesis or dissertation and its abstract. I represent that I have obtained written permissions, when necessary, from the owner(s) of each third party copyrighted matter to be included in my thesis or dissertation and will supply copies of such upon request by my school. I acknowledge that RU ETD and my school will not distribute my thesis or dissertation or its abstract if, in their reasonable judgment, they believe all such rights have not been secured. I acknowledge that I retain ownership rights to the copyright of my work. I also retain the right to use all or part of this thesis or dissertation in future works, such as articles or books.
Copyright
Status
Copyright protected
Availability
Status
Open
Reason
Permission or license
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Technical

FileSize (UNIT = bytes)
2274816
OperatingSystem (VERSION = 5.1)
windows xp
ContentModel
ETD
MimeType (TYPE = file)
application/pdf
MimeType (TYPE = container)
application/x-tar
FileSize (UNIT = bytes)
2283520
Checksum (METHOD = SHA1)
82bb70a7f1ea8e5d759200553cfe21505c284468
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