Biblio

Advertising channels have evolved from conventional print media, billboards and radio-advertising to online digital advertising (ad), where the users are exposed to a sequence of ad campaigns via social networks, display ads, search etc. While advertisers revisit the design of ad campaigns to concurrently serve the requirements emerging out of new ad channels, it is also critical for advertisers to estimate the contribution from touch-points (view, clicks, converts) on different channels, based on the sequence of customer actions. This process of contribution measurement is often referred to as multi-touch attribution (MTA). In this work, we propose CAMTA, a novel deep recurrent neural network architecture which is a causal attribution mechanism for user-personalised MTA in the context of observational data. CAMTA minimizes the selection bias in channel assignment across time-steps and touchpoints. Furthermore, it utilizes the users' pre-conversion actions in a principled way in order to predict per-channel attribution. To quantitatively benchmark the proposed MTA model, we employ the real-world Criteo dataset and demonstrate the superior performance of CAMTA with respect to prediction accuracy as compared to several baselines. In addition, we provide results for budget allocation and user-behaviour modeling on the predicted channel attribution.

Database audit records are important for investigating suspicious actions against transactional databases. Their admissibility as digital evidence depends on satisfying Chain of Custody (CoC) properties during their generation, collection and preservation in order to prevent their modification, guarantee action accountability, and allow third-party verification. However, their production has relied on auditing capabilities provided by commercial database systems which may not be effective if malicious users (or insiders) misuse their privileges to disable audit controls, and compromise their admissibility. Hence, in this paper, we propose a forensically-aware distributed database architecture that implements CoC properties as functional requirements to produce admissible audit records. The novelty of our proposal is the use of hybrid logical clocks, which compared with a previous centralised vector-clock architecture, has evident advantages as it (i) allows for more accurate provenance and causality tracking of insider actions, (ii) is more scalable in terms of system size, and (iii) although latency is higher (as expected in distributed environments), 70 per cent of user transactions are executed within acceptable latency intervals.