Figure 3

Temporal profile of clicks and contacts over the lifespan of ads. (A)–(B) Kernel density plots of the normalized times at which clicks/contacts occur. Both are peaked at the beginning of the ad lifetime, but the peak is more pronounced in the case of clicks. (C)–(D) Sequence of clicks/contacts for two sample (non-representative) ads. Clicks are normalized on a daily basis and the curves are discontinuous due to the fact that we only observe weekly snapshots of the database. In panel (D) there was a rise of clicks corresponding to a downward price revision. Contacts are shown as a barcode (the width of the bars is proportional to the contacts received in a week)