A search-based method for forecasting ad impression in contextual advertising Export

@inproceedings{citeulike:4395513, abstract = {Contextual advertising (also called content match) refers to the placement of small textual ads within the content of a generic web page. It has become a significant source of revenue for publishers ranging from individual bloggers to major newspapers. At the same time it is an important way for advertisers to reach their intended audience. This reach depends on the total number of exposures of the ad (impressions) and its click-through-rate (CTR) that can be viewed as the probability of an end-user clicking on the ad when shown. These two orthogonal, critical factors are both difficult to estimate and even individually can still be very informative and useful in planning and budgeting advertising campaigns.}, address = {New York, NY, USA}, author = {Wang, Xuerui and Broder, Andrei and Fontoura, Marcus and Josifovski, Vanja}, booktitle = {WWW '09: Proceedings of the 18th international conference on World wide web}, citeulike-article-id = {4395513}, citeulike-linkout-0 = {http://portal.acm.org/citation.cfm?id=1526709.1526776}, citeulike-linkout-1 = {http://dx.doi.org/10.1145/1526709.1526776}, doi = {10.1145/1526709.1526776}, isbn = {978-1-60558-487-4}, keywords = {advertising, clicks}, location = {Madrid, Spain}, pages = {491--500}, posted-at = {2009-04-24 15:56:58}, priority = {0}, publisher = {ACM}, title = {A search-based method for forecasting ad impression in contextual advertising}, url = {http://dx.doi.org/10.1145/1526709.1526776}, year = {2009} }

TY - CONF ID - citeulike:4395513 L3 - citeulike-article-id:4395513 N2 - Contextual advertising (also called content match) refers to the placement of small textual ads within the content of a generic web page. It has become a significant source of revenue for publishers ranging from individual bloggers to major newspapers. At the same time it is an important way for advertisers to reach their intended audience. This reach depends on the total number of exposures of the ad (impressions) and its click-through-rate (CTR) that can be viewed as the probability of an end-user clicking on the ad when shown. These two orthogonal, critical factors are both difficult to estimate and even individually can still be very informative and useful in planning and budgeting advertising campaigns. CY - Madrid, Spain SN - 978-1-60558-487-4 AD - New York, NY, USA EP - 500 TI - A search-based method for forecasting ad impression in contextual advertising PB - ACM T2 - WWW '09: Proceedings of the 18th international conference on World wide web SP - 491 KW - advertising KW - clicks AU - Wang, Xuerui AU - Broder, Andrei AU - Fontoura, Marcus AU - Josifovski, Vanja PY - 2009/// UR - http://dx.doi.org/10.1145/1526709.1526776 ER -