Vungle Inc. improves monetization using big-data analytics

• Main Authors: DE REYCK, Bert, FRAGKOS, Ioannis, GRUKSHA-COCKAYNE, Yael, LICHTENDAHL, Casey, GUERIN, Hammond, KRITZER, Andre
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2017
• Subjects: mobile advertising; logistic regression; big data; feature selection; computational advertising; machine learning; cloud computing; Business Administration, Management, and Operations; Databases and Information Systems; Operations and Supply Chain Management
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/6765; https://ink.library.smu.edu.sg/context/lkcsb_research/article/7739/viewcontent/Vungle.pdf
• Institution: Singapore Management University

The advent of big data has created opportunities for firms to customize their products and services to unprecedented levels of granularity. Using big data to personalize an offering in real time, however, remains a major challenge. In the mobile advertising industry, once a customer enters the netwo...