@inproceedings{7cea6a28b1e1434b99b2a8552d140bd1,
title = "Advertiming maters: Examining user ad consumption for efective ad allocations on social media",
abstract = "Showing ads delivers revenue for online content distributors, but ad exposure can compromise user experience and cause user fatigue and frustration. Correctly balancing ads with other content is imperative. Currently, ad allocation relies primarily on demographics and inferred user interests, which are treated as static features and can be privacy-intrusive. This paper uses person-centric and momentary context features to understand optimal ad-timing. In a quasi-experimental study on a three-month longitudinal dataset of 100K Snapchat users, we fnd ad timing infuences ad efectiveness. We draw insights on the relationship between ad efectiveness and momentary behaviors such as duration, interactivity, and interaction diversity. We simulate ad reallocation, fnding that our study-driven insights lead to greater value for the platform. This work advances our understanding of ad consumption and bears implications for designing responsible ad allocation systems, improving both user and platform outcomes. We discuss privacy-preserving components and ethical implications of our work.",
keywords = "Ads, Causal-inference, Momentary behaviors, Snapchat, Social media",
author = "Koustuv Saha and Yozen Liu and Nicholas Vincent",
note = "Publisher Copyright: {\textcopyright} 2021 ACM.; 2021 CHI Conference on Human Factors in Computing Systems: Making Waves, Combining Strengths, CHI 2021 ; Conference date: 08-05-2021 Through 13-05-2021",
year = "2021",
month = may,
day = "6",
doi = "10.1145/3411764.3445394",
language = "English (US)",
series = "Conference on Human Factors in Computing Systems - Proceedings",
publisher = "Association for Computing Machinery",
booktitle = "CHI 2021 - Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems",
address = "United States",
}