Native advertising is a specific form of online advertising where ads replicate the look and feel of their serving platform. In such context, providing a good user experience with the served ads is crucial to ensure long-term user engagement. Mounia Lalmas offers an overview of work aimed at understanding the user preclick experience of ads and building a learning framework to identify ads with low preclick quality.
Mounia Lalmas is a director of research and the head of tech research in personalization at Spotify. Her work focuses on studying user engagement in areas such as native advertising, digital media, social media, search, and music. Mounia also holds an honorary professorship at University College London. Previously, she was a director of research at Yahoo, where she led a team of researchers working on advertising quality for Gemini, Yahoo’s native advertising platform. She also worked with various teams at Yahoo on topics related to user engagement in the context of news, search, and user-generated content. She has given numerous talks and tutorials and is the coauthor of a book written as the outcome of her WWW 2013 tutorial on “measuring user engagement.”
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