Learning the click-through rate for rare/new ads from similar ads
Proceedings of the 33rd international ACM SIGIR conference on Research and development in information retrieval
Pattern based keyword extraction for contextual advertising
CIKM '10 Proceedings of the 19th ACM international conference on Information and knowledge management
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Computational advertising refers to finding the most relevant ads matching a particular context on the web. The core problem attacked in computational advertising CA is of the match making between the ads and the context. My research work aims at leveraging various user interaction, ad and advertiser related information and contextual information for improving the relevance, ranking and targeting of ads. The research work focuses on the identification of various factors that contribute in retrieving and ranking the most relevant set of ads that match best with the context. Specifically, information associated with the user, publisher and advertiser is leveraged for this purpose.