맥락매칭과 노출수준이 인터넷 광고의 CTR에 미치는 영향

최현식(Hyun Sik Choi),김덕영(Duck Young Kim) 한국광고홍보학회 2011 한국광고홍보학보 Vol.13 No.3

본 연구는 최근 인터넷 광고에서 활발하게 행해지고 있는 맥락 광고의 효과를 분석해 보았다. 맥락매칭 광고가 비맥락 매칭 광고에 비해 광고 효율(CTR)이 높은 것으로 나타났다. 맥락매칭 광고의 경우 일평균 노출량이 증가할수록 광고 CTR이 증가하다가 과도한 일평균 노출량에서는 오히려 CTR이 감소되는 역U자형(Inverted U-shaped)의 관계가 나타날 수도 있는 가능성이 시사되었다. 비맥락매칭 광고에서는 이와 같은 역U자형 관계의 가능성이 상대적으로 낮을 것으로 보였다. 광고 기간과 CTR과의 유의한 상관관계는 관찰할 수 없었다. The purpose of this paper is to study context-matching, the level of ad exposure that affect the CTR as one of the essential dependent variables of internet advertising. It was proved that CTR of context-matching advertising is more effective than that of non context-matching advertising. Moreover, as context-matching advertising per day increased, CTR increased; on the other hand, as context-matching advertising per day increased beyond the limit, CTR decreased, which shows an inverted U-shaped relationship. As non context-matching advertising per day increased, CTR increased; unlike the case of context-matching advertising, as non context-matching advertising per day increased beyond the limit, CTR did not decrease. In addition we failed to find the relationship found between advertising period and CTR.

북한 대량살상무기 폐기를 위한 협력적 위협감소 프로그램 적용 방안

박재완(Park, Jae-wan) 한국정치사회연구소 2021 한국과 국제사회 Vol.5 No.2

본 연구의 목적은 북한의 특수성을 고려하여 북한의 핵무기와 화학무기, 생물무기를 포함하는 대량살상무기 폐기를 위한 협력적 위협감소(CTR) 프로그램의 적용방안을 모색하는 것이다. 북한의 대량살상무기 폐기를 위해서는 국제레짐, 다자안보협의체 등을 활용한 협력안보 차원에서 접근해야 한다. 그 대표적인 방안이 미국의 협력적 위협감소(CTR) 프로그램이라고 할 수 있다. CTR 프로그램은 ‘넌-루가 프로그램’이라고도 하는데, CTR은 핵무기뿐만 아니라 화학무기, 생물무기 등 대량살상무기 전반의 제거를 목표로 하는 포괄적 프로그램이다. 구소련 3국에 적용되었던 CTR은 좋은 선례이기는 하지만, 북한에 적용하기 위해서는 북한의 특수성이 고려되어야 한다. 그 특수성은 북한이 처한 안보환경의 차이, 대량살상무기 개발에 투자한 기회비용과 동인, 비대칭 군비통제에 따른 보상방안을 들 수 있다. CTR의 북한 적용을 위해서는 북한의 특수성을 감안한 북한의 안보환경 고려, 북한 대량살상무기 실태 파악, 경제적 보상과 재원마련 대책, 북한식 CTR 모델 정립, 사찰 및 검증방안 마련이 필요하다. The purpose of this study is to find out how to apply a CTR program for the dismantlement of WMD, including nuclear weapons, chemical and biological weapons. The CTR program is a comprehensive program that aims to eliminate not only nuclear weapons, but also chemical and biological weapons. The CTR, which was applied to the three former Soviet Union countries, is a good precedent, but in order to be applied to North Korea, the specificity of North Korea must be considered. Its specialty is the difference in the security environment that North Korea faces, the opportunity cost and drivers invested in the development of WMD, and the compensation plan for asymmetric arms control. In order to apply CTR program to North Korea, it is necessary to consider the security environment, identify the status of WMD, measures to provide economic compensation and financial resources, establish a North Korean CTR model, and prepare inspection and verification measures.

키워드검색광고 포트폴리오 구성을 위한 통계적 최적화 모델에 대한 실증분석

양홍규(Hognkyu Yang),홍준석(Juneseok Hong),김우주(Wooju Kim) 한국지능정보시스템학회 2019 지능정보연구 Vol.25 No.2

This research starts from the four basic concepts of incentive incompatibility, limited information, myopia and decision variable which are confronted when making decisions in keyword bidding. In order to make these concept concrete, four framework approaches are designed as follows; Strategic approach for the incentive incompatibility, Statistical approach for the limited information, Alternative optimization for myopia, and New model approach for decision variable. The purpose of this research is to propose the statistical optimization model in constructing the portfolio of Sponsored Search Advertising (SSA) in the Sponsor’s perspective through empirical tests which can be used in portfolio decision making. Previous research up to date formulates the CTR estimation model using CPC, Rank, Impression, CVR, etc., individually or collectively as the independent variables. However, many of the variables are not controllable in keyword bidding. Only CPC and Rank can be used as decision variables in the bidding system. Classical SSA model is designed on the basic assumption that the CPC is the decision variable and CTR is the response variable. However, this classical model has so many huddles in the estimation of CTR. The main problem is the uncertainty between CPC and Rank. In keyword bid, CPC is continuously fluctuating even at the same Rank. This uncertainty usually raises questions about the credibility of CTR, along with the practical management problems. Sponsors make decisions in keyword bids under the limited information, and the strategic portfolio approach based on statistical models is necessary. In order to solve the problem in Classical SSA model, the New SSA model frame is designed on the basic assumption that Rank is the decision variable. Rank is proposed as the best decision variable in predicting the CTR in many papers. Further, most of the search engine platforms provide the options and algorithms to make it possible to bid with Rank. Sponsors can participate in the keyword bidding with Rank. Therefore, this paper tries to test the validity of this new SSA model and the applicability to construct the optimal portfolio in keyword bidding. Research process is as follows; In order to perform the optimization analysis in constructing the keyword portfolio under the New SSA model, this study proposes the criteria for categorizing the keywords, selects the representing keywords for each category, shows the non-linearity relationship, screens the scenarios for CTR and CPC estimation, selects the best fit model through Goodness-of-Fit (GOF) test, formulates the optimization models, confirms the Spillover effects, and suggests the modified optimization model reflecting Spillover and some strategic recommendations. Tests of Optimization models using these CTR/CPC estimation models are empirically performed with the objective functions of (1) maximizing CTR (CTR optimization model) and of (2) maximizing expected profit reflecting CVR (namely, CVR optimization model). Both of the CTR and CVR optimization test result show that the suggested SSA model confirms the significant improvements and this model is valid in constructing the keyword portfolio using the CTR/CPC estimation models suggested in this study. However, one critical problem is found in the CVR optimization model. Important keywords are excluded from the keyword portfolio due to the myopia of the immediate low profit at present. In order to solve this problem, Markov Chain analysis is carried out and the concept of Core Transit Keyword (CTK) and Expected Opportunity Profit (EOP) are introduced. The Revised CVR Optimization model is proposed and is tested and shows validity in constructing the portfolio. Strategic guidelines and insights are as follows; Brand keywords are usually dominant in almost every aspects of CTR, CVR, the expected profit, etc. Now, it is found that the Generic keywords are the CTK and have the spillover potentials which

Cln 3-requiring 9 is a negative regulator of Th17 pathway-driven inflammation in anti-glomerular basement membrane glomerulonephritis

Lee, Hajeong,Lee, Jae Wook,Yoo, Kyung Don,Yoo, Joo-Yeon,Lee, Jung Pyo,Kim, Dong Ki,Chin, Ho Jun,Kim, Yon Su,Yang, Seung Hee American Physiological Society 2016 American Journal of Physiology Vol.311 No.3

<P>T helper 17 (Th17) lymphocytes promote renal inflammation in antiglomerular basement membrane glomerulonephritis (anti-GBM GN), and signal transducer and activator of transcription 3 (STAT3) mediates activation of Th17 lymphocytes by IL-6 and transforming growth factor-beta (TGF-beta). Cln 3-requiring 9 (Ctr9), a subunit of RNA polymerase-associated factor complex (PAFc), regulates the transcription of IL-6/STAT3-dependent genes. Here, we investigated the role of Ctr9 in regulating Th17-driven inflammation in anti-GBM GN. In mice, STAT3 beta or IL-17 knockout ameliorated anti-GBM autoantibody-induced renal injury. This phenomenon was associated with decreases in retinoic acid receptor-related orphan receptor gamma t (ROR gamma t), IL-17, phosphorylated STAT3, and proinflammatory cytokines. Compared with wild-type mice, Ctr9 increased in both STAT3 beta(-/-) and IL-17(-/-) mice injected with anti-GBM IgG, showing a negative correlation with Th17-related transcripts. Small interfering RNA (siRNA)-mediated knockdown of Ctr9 in intrarenal lymphocytes further upregulated Th17-related transcripts, consistent with repression of Th17 differentiation by Ctr9. Interestingly, Ctr9 was also expressed in human and mouse mesangial cells and downregulated in response to anti-GBM IgG or to TGF-beta plus IL-17. Ctr9 in mesangial cells was even more repressed in the presence of both anti-GBM IgG and Th17-activating cytokines. Consistent with these findings, renal biopsies obtained from patients with anti-GBM GN showed consistent downregulation of Ctr9 and upregulation of phosphorylated STAT3 and IL-17 in the glomerulus. We conclude that Ctr9 is a negative regulator of Th17 differentiation in anti-GBM GN and repressed by anti-GBM IgG and IL-17 in mesangial cells.</P>

Impact of the Copper Transporter Protein 1 (CTR1) Polymorphism on Adverse Events among Advanced Non-Small Cell Lung Cancer Patients Treated with Carboplatin-Gemcitabine Regimen

Kumpiro, Siriluk,Sriuranpong, Virote,Areepium, Nutthada Asian Pacific Journal of Cancer Prevention 2016 Asian Pacific journal of cancer prevention Vol.17 No.9

Background: Platinum-based regimens are effective treatments for advanced non-small cell lung cancer (NSCLC), but the five-year survival rate is still less than 20%. One possible factor appears to be resistance involving polymorphisms in the CTR1 gene which plays an importance role in accumulation of platinum in the cytoplasm. Purpose: To establish both prevalence of CTR1 polymorphism and its impact on treatment related toxicity in Thai advanced NSCLC patients. Materials and Methods: Thirty-two advanced NSCLC participants received carboplatin and gemcitabine during January to June 2016 at King Chulalongkorn Memorial Hospital (KCMH) were recruited for analysis of the CTR1 rs12686377 genotype. These participants were planning to be treated with platinum-based chemotherapy for at least two cycles. Results: Allele frequency of CTR1 polymorphism $G{\rightarrow}T$ was found to be 25%. The results showed that genetic polymorphism at CTR1 rs12686377 was associated with emesis side effects (P = 0.020) and neuropathic symptoms (P = 0.010). In addition, hematologic side effects in terms of anemia also tended to be related to this polymorphism. Conclusions: This is the first study suggesting that polymorphism at CTR1 rs12686377 may be associated with toxicity from platinum-based regimens. Therefore, it could be a factor to aid in treatment decision-making.

스포츠용품 브랜드 SNS 광고의 크리에이티브 전략에 대한 효과 분석

이주호(Lee, Juho),김기한(Kim, Kihan) 한국광고홍보학회 2019 한국광고홍보학보 Vol.21 No.1

본 연구는 스포츠용품 브랜드의 페이스북 광고 전략의 효과를 조사하였다. 세계 3대 스포츠 브랜드로 평가받는 글로벌 스포츠용품 브랜드 중 하나를 선정하여 2014년부터 2017년 까지 약 3년 7개월 간 실제 노출된 페이스북 이미지 광고 총 880개를 대상으로 12개의 메시지 요인과 14개의 실행 요인으로 구성된 크리에이티브 전략이 광고 반응률(click-through-rate, CTR)과 비용 효율(cost-per-engagement, CPE)에 미치는 영향을 다중 회귀 모형을 통하여 분석하였다. 주요 연구결과로 12개의 메시지 요인들 중 ‘미적 요소 강조(스타일링, 색상, 디자인 등)’, ‘제품 구매 장소 및 경로 제시’, ‘성취와 관련된 메시지 전달’ 요인이 CTR과 CPE에 모두 유의한 영향을 미치는 것으로 나타났다. 한편, 14개의 실행 요인들 중에서는 ‘제품 성능 관련 설정’, ‘비스포츠 유명인 모델활용’, ‘이미지 개수’ 요인이 CTR과 CPE에 모두 유의한 영향을 미쳤다. 연구 결과를 바탕으로 연구의 이론적, 실무적 시사점과 연구의 제한점 및 후속 연구의 방향을 제시하였다. This study is to analyze the effect of Advertising Creative Strategy of sporting goods brand focusing on Facebook advertisement. The research was conducted by multiple regression analysis for analyze the effect of 12 message factors and 14 execution factors of 880 actual Advertising Image Creatives that were impressed for about 43 months from 2014 to 2017 of one brand among the world’s three global sporting goods brands on Click Through Rate(CTR) and Cost per Engagement(CPE). The research findings are as shown next. Firstly, among the 12 message factors, ‘Aesthetic claims(Styling, color and design etc.)’, ‘Availability’ and ‘Achievement’ had a significant effect on both CTR and CPE. Secondly, among the 14 execution factors, ‘Performance related setting’, ‘Using celebrities who are not involved in sports as models’ and ‘Number of images’ had a significant effect on both CTR and CPE. Based on those findings, theoretical implication, practical implication, limitations of this study and directions for further study were suggested.

Genetic Identification of a Second Site Modifier of ctr1-1 that Controls Ethylene-Responsive and Gravitropic Root Growth in Arabidopsis thaliana

신기혜,소문수,이린아,이인혜,이수민,박순기 한국분자세포생물학회 2013 Molecules and cells Vol.36 No.1

Ethylene controls myriad aspects of plant growth through-out developmental stages in higher plants. It has been well established that ethylene-responsive growth entails extensive crosstalk with other plant hormones, particularly auxin. Here, we report a genetic mutation, named 1-aminocy-clopropane carboxylic acid (ACC) resistant root1-1 (are1-1) in Arabidopsis thaliana (L.) Heynh. The CONSTITUTIVE TRIPLE RESPONSE1 (CTR1) encodes a Raf-related protein, functioning as an upstream negative regulator of ethylene signaling in Arabidopsis thaliana. We found that the ctr1-1, a kinase-inactive allele exhibited slightly, but significantly, longer root length, compared to ACC-treated wild-type or ctr1-3, a null allele. Our genetic studies unveiled the existence of are1-1 mutation in the ctr1-1 mutant, as a second-site modifier which confers root-specific ethylene-resistan-ce. Based on well-characterized crosstalk between ethylene and auxin during ethylene-responsive root growth, we performed various physiological analyses. Whereas are1-1 displayed normal sensitivity to synthetic auxins, it showed modest resistance to an auxin transport inhibitor, 1-N-naphthylphthalamic acid. In addition, are1-1 mutant exhibited ectopically altered DR5:GUS activity upon ethylene-treatment. The results implicated the in-volvement of are1-1 in auxin-distribution, but not in auxin-biosynthesis, -up-take, or -sensitivity. In agreement, are1-1 mutant exhibited reduced gravitropic root growth and defective redistribution of DR5:GUS activity upon gravi-stimulation. Taken together with genetic and molecular analysis, our results suggest that ARE1 defines a novel locus to control ethylene-responsive root growth as well as gravitropic root growth presumably through auxin distribution in Arabidopsis thaliana.

WMD 폐기에 대한 국제정치적 접근 : 시리아 화학무기 폐기(2013-14) 사례

손한별(Hanbyeol Sohn) 한국국제정치학회 2020 國際政治論叢 Vol.60 No.3

2013년부터 2014년까지 미국을 비롯한 협력국들과 국제기구의 연합체가 시리아의 화학무기를 폐기한 것은 국제 군축의 역사에서 중요한 의미를 가진다. 시리아 내전 중에 화학무기가 실제로 사용되었고, 국제기구의 강압적인 제재와 개입이 이어졌으며, 시리아의 국내정치적 혼란 속에서도 협력적으로 진행되었고, 공해상의 선박 위에서 폐기된 유일한 사례이기 때문이다. 또 강대국 및 관련국들의 외교전, 유엔안보리와 화학무기금지기구의 역할이 두드러졌다. 시리아의 사례는 2010년대 미국이 새로운 전략환경 하에서 추진하게 된 CTR2.0의 대표적인 사례로 꼽히는데, CTR2.0이라는 특정 프로그램 뿐아니라 국제사회의 협력을 통해 실행할 수밖에 없는 WMD 폐기에 중요한 함의를 제공한다. 첫째, 국제법에 근거한 위임명령이 필요하며, 이를 통해 국제협력의 정당성을 확보할 수 있다. 둘째, 화학무기 생산 및 저장시설 등에 대한 정확한 정보에 기초하여 국제사회가 함께 압박해야 한다. 셋째, 급작스럽게 찾아오는 기회를 포착하기 위해서는 장기간의 준비과정이 중요하다. 넷째, 국가기관 내, 부처간, 국가간 다차원적이고 효과적인 협조가 필수적이며, 다섯째, 집행과정간 불확실성과 마찰을 극복하기 위한 유연하고 융통성있는 실행, 지속적인 제도지원이 요구된다. 마지막으로 WMD 폐기를 위한 준비-실시-검증 전 단계에 걸- 완전성과 정확성이 핵심 원칙으로 유지되어야 한다. This paper aims to reveal “How does the weapons of mass-destruction (WMD) elimination take place?” Specifically, what decision-making and execution process has the elimination of Syrian chemical weapons, considered an effective WMD elimination case, been made? What does the Syrian case mean to international politics and international security? The elimination of Syria’s chemical weapons, in 2013-14, by a coalition of the United States and other partners, and international organizations has significant implications in the history of international disarmament. Because chemical weapons were actually used during the Syrian civil war, coercive sanctions and intervention by international organizations followed, and the disposal proceeded cooperatively in the midst of Syria’s domestic political turmoil, and is the only case of being disposed on a ship on high seas. In addition, the role of the U.N. Security Council (UNSC) and the Organization for the Promotion of Chemical Weapons (OPCW) was outstanding. Syria’s case is considered a prime example of the CTR2.0 that the U.S. pushed under a new strategic environment in the 2010s, providing important implications for the elimination of WMD. First, a mandate based on international law is required, which can ensure the legitimacy of international cooperation. Second, the international community should coerce on the basis of accurate information on chemical weapons production and storage facilities, etc. Third, the long-term preparation process is important to seize sudden opportunities. Fourth, multi-dimensional and effective cooperation among departments and countries is essential, and fifth, flexible implementation, continuous institutional support is required to overcome uncertainty and friction during the execution. Finally, completeness and correctness should be maintained as key principles throughout the all phases for WMD elimination.

Full-pipelined CTR-AES를 이용한 Giga-bit 보안모듈 설계

박주현,김영철,김광옥,Park, Ju-Hyun,Kim, Young-Chul,Kim, Kwang-Ok 한국정보통신학회 2008 한국정보통신학회논문지 Vol.12 No.6

현재 가정과 소규모 사업장에서 재정적인 변화와 개인 커뮤니케이션 그리고 원격의료에 이르기까지 점점 GPON 사용이 일반화 되어가고 있다. 이러한 PON의 다중사용 때문에 개인정보 보호와 커뮤니케이션 보호를 위한 보안의 필요성이 더더욱 커지고 있다. 이를 위해 이 논문에서는 Virtex4 FPGA를 기반으로 AES의 카운터 모드를 구현하였다. 본 논문에서 구현된 구조는 pipeline 구조 구현을 위하여 크게 세 가지 특징을 가지고 있는데 1) composite filed 연산을 이용한 Subbyte, 2) efficient MixColumn transformation, 그리고 3) on-the-fly key scheduling이다. 구현된 S-box는 면적의 17% 감소와 on-the-fly key 스케줄링 기법으로 pipeline 구조에 특화된 key-expander 기능을 구현하였다. Nowdays, homes and small businesses rely more and more PON(Passive Optical Networks) for financial transactions, private communications and even telemedicine. Thus, encryption for these data transactions is very essential due to the multicast nature of the PON In this parer, we presented our implementation of a counter mode AES based on Virtex4 FPGA. Our design exploits three advanced features; 1) Composite field arithmetic SubByte, 2) efficient MixColumn transformation 3) and on-the-fly key-scheduling for fully pipelined architecture. By pipeling the composite field implementation of the S-box, the area cost is reduced to average 17 percent. By designing the on-the-fly key-scheduling, we implemented an efficient key-expander module which is specialized for a pipelined architecture.

온라인 광고의 효율성 평가모형의 개발: P기업 휴대용 선풍기 광고 적용 사례

최상욱,김범석 한국인터넷전자상거래학회 2023 인터넷전자상거래연구 Vol.23 No.1

The performance of online advertising can be measured in various ways, but there is a lack of an integrated approach to it. In this study, we developed a model that can integrate various performance indices of online advertising by applying the concept of efficiency. In particularly, DEA(Data Envelopment Analysis) CCR-SE model with two input indices(CPM: Cost Per Mille, CPC: Cost Per Click) and two output indices(IMP: Impression, CTR: Click Through Ratio) was employed. In order to verify suggested model, the super-efficiency index was calculated with 22 samples of portable fan advertisement from ‘P’ corporation, and the difference in the super-efficiency index among advertising media channels and contents was statistically compared using the Kruskal-Wallis H test. In the result, there was a significant difference in the super-efficiency index among the advertising media channels and the contents. This result shows that the suggested model can integrate various performance indices to support rapid and objective advertising execution decisions. Furthermore, the suggested model can provide practical guidelines on which content is effective for a particular media channel.