What size should a mobile ad be?

Pengyuan Wang, Wei Sun, Dawei Yin

Research output: Chapter in Book/Report/Conference proceedingConference contribution


We present a causal inference framework for evaluating the impact of advertising treatments. Our framework is computationally efficient by employing a tree structure that specifies the relationship between user characteristics and the corresponding ad treatment. We illustrate the applicability of our proposal on a novel advertising effectiveness study: finding the best ad size on different mobile devices in order to maximize the success rates. The study shows a surprising phenomenon that a larger mobile device does not need a larger ad. In particular, the 300∗250 ad size is universally good for all the mobile devices, regardless of the mobile device size.

Original languageEnglish (US)
Title of host publicationWWW 2015 Companion - Proceedings of the 24th International Conference on World Wide Web
PublisherAssociation for Computing Machinery, Inc
Number of pages2
ISBN (Electronic)9781450334730
StatePublished - May 18 2015
Externally publishedYes
Event24th International Conference on World Wide Web, WWW 2015 - Florence, Italy
Duration: May 18 2015May 22 2015


Other24th International Conference on World Wide Web, WWW 2015


  • Ad Size
  • Advertising
  • Causal Inference
  • Mobile

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Software


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