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<title>Workshop on Emerging Trends in Web Advertising</title>
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<h1 id=home><span class="tagline h3">The Web Conference Workshop 2026</span> Workshop on Emerging Trends
in Web Advertising</h1>
<h2 class=h3>Research and Brainstorming Event</h2>
<div class="d-flex flex-wrap justify-center"><a class="btn m-1" href=#call-for-paper>Call for
Papers</a><a class="btn m-1" href=#organisors>Workshop Organisation</a><a class="btn m-1"
href=#agenda>Accepted Papers and Agenda</a><a class="btn m-1"
href=#brainstorming-agenda>Brainstorming Agenda</a></div>
</div>
</div>
</header>
<main aria-label=Content>
<div class=bg-even>
<section class="container content py-5">
<p>The field of web advertising is rapidly evolving, driven by emerging technologies and innovative
approaches that aim to enhance user privacy, AI-driven technologies and more personalised
experiences. The exploration of new trends and technologies is crucial in the dynamic landscape,
especially with the recent privacy-focused initiative in digital advertising and immersive
technologies. In this blended workshop on <em>Emerging Trends in Web Advertising</em>, the Web
Standards Group at Samsung Research and Development Institute UK (SRUK) invites experts from
advertising, privacy, data science, and related disciplines to showcase their research and insights
on the latest advancements in the field. The workshop will explore key areas such as data privacy in
advertising, AI-driven analytics, and the role of immersive technologies in ad delivery. This event
serves as a collaborative platform to exchange experiences, discuss challenges, and explore
opportunities in leveraging these technologies to redefine web advertising. Participants will have
the opportunity to present their work, engage in scholarly discourse, and collaborate on shaping the
future trajectory of this interdisciplinary field.
<p>The workshop is structured into two parts: the <strong>Research session</strong> and the
<strong>Brainstorming session</strong>, designed to facilitate both scholarly exchange and
collaborative exploration of emerging technologies in web advertising.
<h2 id=research-session>Research session</h2>
<p>The Research session will follow a classic presentation-style format, featuring invited talks and
paper presentations. The provisional agenda for this session is as follows:
<ul>
<li>Welcome/opening by the organisers: A brief introduction to the workshop, its objectives, and the
agenda.
<li>Invited talk on AI and Advertising: A presentation by an academic expert focusing on Agentic AI
and machine learning in the context of private advertising, exploring their role in enhancing
user privacy while maintaining effective advertising strategies.
<li>Paper presentations: Presentations of accepted research papers, followed by Q&A sessions to
encourage discussion and feedback.
</ul>
<h2 id=brainstorming-session>Brainstorming session</h2>
<p>The Brainstorming session will focus on practical insights and collaborative problem-solving. This
session in divided in two brainstorming sessions:
<ul>
<li><em>Emerging advertising platform:</em> A 90-minute discussion beginning with a mini
presentation on the WebXR Device API, followed by an open discussion exploring challenges,
implementation technologies, and the role of sensors, haptic feedback, and vision recognition in
immersive advertising. The discussion will also address market trends and future predictions.
<li><em>Post-cookie advertising:</em> A 90-minute discussion beginning with a mini presentation on
privacy initiatives in the web ecosystem, followed by an open discussion on the impact of
private advertising initiatives and other efforts to enhance post-cookie era across the
advertising ecosystem.
</ul>
<p>This blended approach ensures a balanced combination of academic rigour and practical innovation,
providing participants with opportunities to share knowledge, engage in meaningful discussions, and
collaborate on shaping the future of web advertising.
</section>
</div>
<div class=bg-odd>
<section class="container content py-5">
<h2 id=call-for-paper>Call For Paper</h2>
<p>Workshop papers must be written in English, in double-column format, and must adhere to the ACM
template and formatting, at least 4 pages, excluding the references. The maximum page
limit for the workshop is 8 pages, excluding the references, up to a maximum of 12 (twelve) pages in
total. Submissions should have the same format as the main conference papers
(<a
href="https://www2026.thewebconf.org/calls/research-tracks.html">https://www2026.thewebconf.org/calls/research-tracks.html</a>).
Word users may use the Word Interim
Template.
<p>Papers will be peer-reviewed and selected for the presentation. We also welcome recent and ongoing
research studies submissions (including the vision papers, short papers and SoK).
<p>Large Language Models (LLMs) (e.g., ChatGPT) cannot be considered authors. You can use LLMs to
rephrase your text, but you are solely responsible for the text in the paper.
<p>The review process will be double-blind. The submitted document should omit any author names,
affiliations, or other identifying information. This may include, but is not restricted to
acknowledgments, self-citations, references to prior work by the author(s), and so on. Please use
the third-person to identify your own prior work. You may explicitly refer in the paper to
organisations that provided datasets, hosted experiments, or deployed solutions and tools.
<p><strong>Paper Submission on <a
href="https://easychair.org/my2/conference?conf=www2026workshops">easychair.</a></strong>
<h3 id=main-conference-recycled-paper-submission>Main Conference Recycled Paper Submission</h3>
<p>We have a special submission call for the <b>recycled papers</b> from the main conference. These
papers will undergo a fast-track review process. For the submission, <u>Please include the original
review as an
appendix.</u> We assure that the review will remain confidential. Please see the <a
href=#important-dates-aoe>Important Dates section</a> for detail on that.
<h2 id=topics>Topics</h2>
<p>The blended workshop aims to explore the dynamic and rapidly evolving landscape of web advertising,
focusing on cutting-edge technologies, ethical considerations, and future trends. By addressing a
wide range of topics, the event seeks to foster interdisciplinary dialogue and collaboration among
researchers, practitioners, and policymakers. Below is a list of key topics of interest that will
guide the discussions and research contributions during the workshop:
<ul>
<li>Post-Cookie Contextual Advertising
<li>Privacy-Enhancing Technologies in Web Advertising
<li>Immersive Advertising: AR/VR/MR Applications
<li>Machine Learning and AI in Web Advertising
<li>Ethical Considerations in Web Advertising
<li>User Experience (UX) Design for Web Advertising
<li>Data-Driven Personalisation in Web Advertising
<li>Blockchain and Decentralised Advertising Models
<li>Cross-Platform Advertising Strategies
<li>Behavioural Advertising and Consumer Privacy
<li>Web Advertising and Accessibility for Diverse Audiences
<li>Web Standards and Advertising Technologies
<li>Emerging Trends in Programmatic Advertising
<li>Sustainability in Web Advertising: Energy Efficiency and Environmental Impact
<li>Ad Fraud Detection and Prevention Techniques
<li>Cultural and Regional Differences in Advertising Strategies
<li>Interactive and Gamified Advertising Experiences
<li>Malvertising detection and prevention
<li>Age-specific Web advertisement
<li>Vulnerabilities in advertising ecosystems
</ul>
<h2 id=important-dates-aoe>Important Dates (AoE)</h2>
<ul>
<li>Workshop paper submission (Extended): <s>31 December, 2025</s> <span style="color:red">11
January, 2026</span>
<li><b>Recycled Paper Fast Track submission: 13 - 18 January, 2026</b>
<li>Workshop paper notification: 19 January, 2026
<li>Workshop paper camera-ready (Extended): <s>26 January, 2026</s> <span style="color:red">2
February, 2026</span>
<li>Workshops: <s>April 13, 2026</s> <span style="color:red">29, June, 2026 (Remote)</span>
</ul>
</section>
</div>
<div class=bg-even>
<section id="organisors" class="container content py-5">
<h2 id=organising-committees>Organising Committees</h2>
<h3 id=workshop-chair>Workshop Chair</h3>
<ul>
<li>Ehsan Toreini (<a href=mailto:e.toreini@samsung.com>e.toreini@samsung.com</a>, Samsung Research
and Development Institute UK)
<li>Muadh Al Kalbani (<a href=mailto:m.alkalbani@samsung.com>m.alkalbani@samsung.com</a>, Samsung
Research and Development Institute UK)
</ul>
<h4 id=contact-us>Contact us</h4>
<p>For any questions, please reach out to the organisors’ email addresses.
<h3 id=media-chair>Media Chair</h3>
<ul>
<li>Ananya Kittane Yogananda (<a href=mailto:a.yogananda@samsung.com>a.yogananda@samsung.com</a>,
Samsung Research and Development Institute UK)
</ul>
<h3 id=program-committee>Program Committee</h3>
<ul>
<li>Maryam Mehrnezhad (Royal Holloway university of London)
<li>Matthew Atkinson (Samsung Research and Development Institute UK)
<li>Elizabeth Quaglia (Royal Holloway university of London)
<li>Roman Bauer (University of Surrey)
<li>Maite Frutos-Pascual (Birmingham City University)
<li>Stamos Katsigiannis (Durham University)
<li>Vinoba Vinayagamoorthy (Samsung Research and Development Institute UK)
<li>Charles Morisset (Durham University)
<li>Shrikant Malviya (SV National Institute of Technology)
<li>Roben Castagna Lunardi (IFRS)
<li>Marco Agus (Hamad Bin Khalifa University)
<li>Angeliki Tzouganato (OpenAIRE AMKE)
<li>Mina Alishahi (Open Universiteit)
<li>Yasuhiro Yoshida (Google)
</ul>
</section>
</div>
<div class=bg-odd>
<section id="agenda" class="container content py-5">
<h2 id="keynote">Keynote Speaker</h2>
<p>
Keynote speaker, Mili Adlakha, Product Management - Samsung Browser.</p>
<p>
Keynote Title: “𝗦𝗮𝗺𝘀𝘂𝗻𝗴 𝗕𝗿𝗼𝘄𝘀𝗲𝗿 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗔𝗜-𝗣𝗼𝘄𝗲𝗿𝗲𝗱
𝗪𝗲𝗯 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀” </p>
<img style="display: block; margin-left: auto;" src="mili.jpg" />
<p>The keynote will explore the shift towards more agentic web browsers and what this could mean for
the wider web ecosystem, including privacy, governance, advertising attribution and monetisation,
and the browser’s evolving role as a mediator between users, publishers, services and advertisers.
</p>
<h2 id=accepted-papers>Accepted Papers</h2>
<ol>
<li><b>Towards Automated Brand-Safety Detection: A Novel Dataset and Comparative Analysis of
Language Models</b>, <i>Xin Peng and Gerald Penn</i>
<li><b>Feedback Control for Small Budget Campaigns in Advertising</b>, <i>Sreeja Apparaju, Yichuan
Niu and Xixi Qi</i>
<li><b>Calculating Narrative Tension for Ad Placement in Online Narrative Fiction</b>, <i>Vedansh
Mehta, Sajad Shirali-Shahreza and Gerald Penn</i>
<li><b>Anatomy of Generative Scam Campaigns in Online Advertising Ecosystems</b>, <i>Ewelina
Bartuzi-Trokielewicz and Alicja Martinek</i>
<li><b>Smart Fast Finish: Preventing Overdelivery via Daily Budget Pacing at DoorDash</b>, <i>Rohan
Garg, Yongjin Xiao, Jason Yang and Mandar Rahurkar</i>
<li><b>HarmonRank: Ranking-aligned Multi-objective Ensemble for Live-streaming E-commerce
Recommendation</b>, <i>Boyang Xia, Zhou Yu, Zhiliang Zhu, Hanxiao Sun, Biyun Han, Jun Wang,
Runnan Liu and Wenwu Ou</i>
</ol>
<h2 id=workshop-agenda>Workshop Agenda</h2>
<p>Workshop will run on <a
href="https://www.timeanddate.com/worldclock/fixedtime.html?msg=Workshop+on+Emerging+Trends+in+Web+Advertising&iso=20260629T10&p1=776&ah=7&am=30">Monday
the 29th of June, from 10:00 to 17:30 Dubai time</a>. For brainstorming, please carefully read
the requirements to prepare <b>before the sessions</b> <a href="#brainstorming-agenda">here.</a></p>
<table class="tg">
<thead>
<tr>
<th class="tg-c3ow">Topic</th>
<th class="tg-c3ow">10:00 - 17:30</th>
<th class="tg-c3ow">Allocated Duration (minutes)</th>
<th class="tg-c3ow">From - To (Dubai Local Time)</th>
</tr>
</thead>
<tbody>
<tr>
<td class="tg-0pky">Opening</td>
<td class="tg-0pky">Workshop Welcome</td>
<td class="tg-0pky">10</td>
<td class="tg-0pky" rowspan="2">10:00 - 10:50</td>
</tr>
<tr>
<td class="tg-0pky">Keynote Presentation</td>
<td class="tg-0pky">Samsung Browser and the Future of AI-Powered Web Experiences</td>
<td class="tg-0pky">40</td>
</tr>
<tr>
<td class="tg-0pky">Coffee Break</td>
<td class="tg-0pky"></td>
<td class="tg-0pky">10</td>
<td class="tg-0pky">10:50 - 11:00</td>
</tr>
<tr>
<td class="tg-0pky" rowspan="2">Sessions 1 (Emerging topics in Ad Fraud)</td>
<td class="tg-0pky">Towards Automated Brand-Safety Detection: A Novel Dataset and
Comparative Analysis of Language Models</td>
<td class="tg-0pky">25</td>
<td class="tg-0pky" rowspan="2">11:00 - 11:50</td>
</tr>
<tr>
<td class="tg-0pky">Anatomy of Generative Scam Campaigns in Online Advertising Ecosystems
</td>
<td class="tg-0pky">25</td>
</tr>
<tr>
<td class="tg-0pky">Coffee Break and Networking</td>
<td class="tg-0pky"></td>
<td class="tg-0pky">10</td>
<td class="tg-0pky">11:50 - 12:00</td>
</tr>
<tr>
<td class="tg-0pky" rowspan="3">Session 2 (Emerging topics in Ad delivery)</td>
<td class="tg-0pky">Feedback Control for Small Budget Campaigns in Advertising</td>
<td class="tg-0pky">25</td>
<td class="tg-0pky" rowspan="3">12:00 - 13:15</td>
</tr>
<tr>
<td class="tg-0pky">Calculating Narrative Tension for Ad Placement in Online Narrative
Fiction</td>
<td class="tg-0pky">25</td>
</tr>
<tr>
<td class="tg-0pky">Smart Fast Finish: Preventing Overdelivery via Daily Budget Pacing at
DoorDash</td>
<td class="tg-0pky">25</td>
</tr>
<tr>
<td class="tg-0pky">Lunch and Networking</td>
<td class="tg-0pky"></td>
<td class="tg-0pky">45</td>
<td class="tg-0pky">13:15 - 14:00</td>
</tr>
<tr>
<td class="tg-0pky">Brainstorming 1 (Emerging Advertising Platforms)</td>
<td class="tg-0pky">open discussion on challenges, implementation technologies, and the role
of sensors, haptic feedback, and vision recognition in immersive advertising </td>
<td class="tg-0pky">90</td>
<td class="tg-0pky">14:00 - 15:30</td>
</tr>
<tr>
<td class="tg-0pky">Coffee Break and Networking</td>
<td class="tg-0pky"></td>
<td class="tg-0pky">15</td>
<td class="tg-0pky">15:30 - 15:45</td>
</tr>
<tr>
<td class="tg-0pky">Brainstorming 2 (Post-cookie Advertising)</td>
<td class="tg-0pky">open discussion on the impact of private advertising initiatives and
efforts to enhance the post-cookie era across the advertising ecosystem</td>
<td class="tg-0pky">90</td>
<td class="tg-0pky">15:45 - 17:15</td>
</tr>
<tr>
<td class="tg-0pky">Remarks and Future Plans</td>
<td class="tg-0pky">Closing Presentation</td>
<td class="tg-0pky">15</td>
<td class="tg-0pky">17:15 - 17:30</td>
</tr>
</tbody>
</table>
<h2 id="brainstorming-agenda">Brainstorming Session detail</h2>
<h3> Brainstorming Preparations</h3>
<p>As we approach the workshop, Please think about three discussion questions for each of the
brainstorming topics. These questions
should aim to spark discussion and engagement. The questions should include:</p>
<ol>
<li><b>One controversial question:</b> A controversial question that challenges existing norms or
sparks
debate.</li>
<li><b>One practical implementation challenge:</b> A question that addresses real-world challenges
in
implementing the discussed ideas or technologies.</li>
<li><b>One future research question:</b> A question that explores potential areas for future
research or
innovation.</li>
</ol>
<p>Example:
“Should privacy-preserving advertising be standardised at the browser level or application level?”
</p>
<p>On the day, we will discuss the brainstorming sessions to achieve the following goals:</p>
<h3>Brainstorming Session 1 - Emerging Advertising Platforms</h3>
<h4>Goals:</h4>
<ul>
<li>Explore the role of immersive technologies, including WebXR, AR/VR/MR, spatial browsing,
sensors, haptics and AI-mediated experiences, in shaping future web advertising.</li>
<li>Discuss practical opportunities and implementation challenges for immersive advertising,
including browser/device support, permissions, interoperability, measurement, accessibility and
developer experience.</li>
<li>Identify responsible approaches for immersive advertising that provide user value while avoiding
intrusive, manipulative or privacy-invasive patterns.</li>
</ul>
<h4>Seed Questions:</h4>
<ol>
<li>What immersive advertising experiences provide genuine value to users, such as product
visualisation, try-before-you-buy, contextual placement or opt-in interactive adverts?</li>
<li>How can WebXR and related technologies, such as depth sensing, hand input, camera-enabled
features, haptics, light estimation, support useful advertising without excessive sensor access?
</li>
<li>What are the main challenges in implementing immersive advertising at scale, including
performance, permissions, fallbacks, measurement and cross-platform support?</li>
<li>What privacy, safety, accessibility and UX guardrails are needed for spatial adverts, including
ad labelling, user controls, dismiss/block options and protection against biometric or
environmental profiling?</li>
</ol>
<h4>Expected Outputs:</h4>
<ul>
<li>Top 5 promising immersive advertising use cases.</li>
<li>Top 5 implementation challenges for WebXR and immersive advertising technologies.</li>
<li>Top 3 privacy, UX or standardisation guardrails for responsible immersive advertising.</li>
<li>Top 3 market or research trends to watch in the next 3–5 years</li>
</ul>
<hr>
<h3>Brainstorming Session 2 - Future of Post-Cookie Advertising</h3>
<h4>Goals:</h4>
<ul>
<li>Identify key research gaps and challenges in the post-cookie advertising landscape.</li>
<li>Explore opportunities for standardization and collaboration across the advertising ecosystem.
</li>
<li>Foster discussions on innovative solutions and future research directions.</li>
</ul>
<h4>Seed Questions:</h4>
<ol>
<li>What are the main research gaps in post-cookie advertising?</li>
<li>What standardization opportunities exist to ensure a seamless transition?</li>
<li>How can privacy-preserving technologies be effectively integrated into advertising strategies?
</li>
</ol>
<h4>Expected Outputs:</h4>
<ul>
<li>Top 5 promising post-cookie use cases.</li>
<li>Top 5 implementation challenges for post-cookie advertising era.</li>
<li>Top 3 standardisation guardrails for responsible post-cookie advertising.</li>
<li>Top 3 market or research trends to watch in the next 3–5 years</li>
</ul>
</section>
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