TAPTAP DIGITAL-UC3M IN ADVANCED AI AND DATA SCIENCE APPLIED TO ADVERTISING AND MARKETING CHAIR

Description

Digital marketing is the main business in the context of Internet. Digital Marketing generate an annual revenue over 200 billions euros, with an interannual growth rate around 20%. Its potential growth is very remarkable since it is the natural heir of traditional advertising through mass media such as TV, radio or newspapers.
The digital marketing sector has become a very advanced technologically in a short period of time (less than 10 years). In this period it has evolved from a system in which advertisers and publishers (e.g., webpages) established direct contracts so that the advertisers leased the advertisements spaces available in the editor venue to put their ads to a complex system where advertisers participate in an auction process for each advertisement space. This auction process occur in real time. The need for a rapid technology development has made that different relevant aspects have received little attention. This has led to inefficiencies in the online advertising ecosystem, which serve 1 trillion of ad impression every day

Funding company:

TAPTAP DIGITAL S.L.

TAPTAP Digital is a leading martech multinational offering Sonata, one of the most advanced Location Powered Digital DSP/DMP Platforms, in more than 10 markets within Europe, North America, South America and Africa.
More information at https://www.taptapnetworks.com/

Duration:

FROM 1/09/2023 UNTIL 31/08/2026. (36 months)

Relationship with Department or Institute:

Departamento Ingeniería Telemática
Telematics Engineering Department

Goal:

The goal of this chair is the development of a research program based on the scientific method and the use of advanced data analytics, big data, machine learning and artificial intelligence techniques, whose main goal is to address the main problems of the online advertising ecosystem

Activities:

1) To develop event monitoring techniques and relevant metrics for the online advertising ecosystem

2) To use advanced big data, machine learning and artificial intelligence technologies to optimize online advertising campaigns’ KPIs (Key Performance Indicators)

3) To identify fraudulent advertising traffic.