Paper Info
Title
Ad retrieval systems in vitro and in vivo: knowledge-based approaches to computational advertising
Abstract
Over the past decade, online advertising became the principal economic force behind many an Internet service, from major search engines to globe-spanning social networks to blogs. There is often a tension between online advertising and user experience, but on the other hand, advertising revenue enables a myriad of free Web services to the public and fosters a great deal of innovation. Matching the advertisers' message to a receptive and interested audience benefits both sides; indeed, literally hundreds of millions of users occasionally click on the ads, hence they should be considered relevant to the users' information needs by current IR evaluation principles. The utility of ads can be better explained by considering advertising as a medium of information [2, 3]. Similarly to aggregated search [1], which enhances users' Web search experience with relevant news, local results, user-generated content, or multimedia, online advertising provides another rich source of content. This source, however, is in a complexity class of its own, due to the brevity of bid phrases, ad text being optimized for presentation rather than indexing, and multiple, possibly contradictory utility functions.
Year
DOI
Venue
2011
10.1007/978-3-642-20161-5_2
ECIR
Keywords
Field
DocType
knowledge-based approach,online advertising,major search engine,ad retrieval system,rich source,information need,user experience,contradictory utility function,advertising revenue,aggregated search,web search experience,relevant news
Contextual advertising,World Wide Web,Share of voice,Native advertising,Information retrieval,Computer science,Informative advertising,Search engine indexing,Online advertising,Keyword advertising,Web service
Conference
Volume
ISSN
Citations 
6611
0302-9743
4
PageRank 
References 
Authors
0.56
2
1
Name
Order
Citations
PageRank
Evgeniy Gabrilovich14573224.48