Abstract Over the past two decades, everyday users have become a prominent force in the advertising landscape. They actively participate in conversations with and about brands by creating, amplifying, and interacting with brand-related messages. These user activities generate large volumes of structured and unstructured data that advertisers can mine to understand consumer interests and preferences. In this article, we survey insights from the user-generated content literature through the computational advertising lens to offer a road map for future research. Specifically, we discuss three roles that users play—as creators, metavoicers, and propagators. For each role, we present key research areas that can benefit from a computational approach, identify the opportunities and challenges, and propose questions for future research. We also discuss the practical implications of applying computational methods to study users and user-generated content for advertisers.

中文翻译：

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创建，变元表达和传播：了解计算广告中用户角色的路线图

摘要在过去的二十年中，日常用户已成为广告领域的一支重要力量。他们通过创建，扩大与品牌相关的消息并与之交互，积极参与与品牌或有关品牌的对话。这些用户活动会生成大量结构化和非结构化数据，广告商可以挖掘这些数据来了解消费者的兴趣和偏好。在本文中，我们通过计算广告的视角调查了用户生成的内容文献的见解，从而为将来的研究提供了路线图。具体来说，我们讨论了用户扮演的三个角色-创建者，元音素和传播者。对于每个职位，我们都会介绍可以从计算方法中受益的关键研究领域，确定机遇和挑战，并提出有关未来研究的问题。