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

WWW'09 - Proceedings of the 18th International World Wide Web Conference

Volumn , Issue , 2009, Pages 491-500

  Wang, Xuerui ^a   Broder, Andrei ^b   Fontoura, Marcus ^b   Josifovski, Vanja ^b  

^a UNIVERSITY OF MASSACHUSETTS   (United States)

^b YAHOO RESEARCH   (United States)

Author keywords

Content match; Contextual advertising; Impression forecasting; Online advertising; WAND

Indexed keywords

AD SELECTIONS; ADVERTISING CAMPAIGN; BLOGGERS; CONTENT MATCH; CONTEXTUAL ADVERTISINGS; CRITICAL FACTORS; DATA SETS; END USERS; GENERIC WEB; HISTORICAL DATA; ONLINE ADVERTISING; REAL TIME; SEARCH ALGORITHMS; SEARCH-BASED; WAND;

BUDGET CONTROL; CURRICULA; ESTIMATION; MARKETING; WORLD WIDE WEB;

FORECASTING;

EID: 80052677525     PISSN: None     EISSN: None     Source Type: Conference Proceeding    
DOI: 10.1145/1526709.1526776     Document Type: Conference Paper

References (20)

1. R. Baeza-Yates and B. Ribeiro-Neto. Modern Information Retrieval. Addison Wesley, 1999.
2. S. Brin and L. Page. The anatomy of a large-scale hypertextual Web search engine. Computer Networks, 30(1-7):107-117, 1998.
3. A. Broder, D. Carmel, M. Herscovici, A. Soffer, and J. Zien. Efficient query evaluation using a two-level retrieval process. In Proceedings of the 12th International Conference on Information and Knowledge Management, pages 426-434, 2003.
4. A. Broder, M. Fontoura, V. Josifovski, and L. Riedel. A semantic approach to contextual advertising. In Proceedings of the 30th Annual International ACM SIGIR Conference on Research and Development in Information Retrieval, pages 559-566, 2007.
5. D. Carmel, D. Cohen, R. Fagin, E. Farchi, M. Herscovici, Y. Maarek, and A. Soffer. Static index pruning for information retrieval systems, 2001.
6. P. Chatterjee, D. L. Hoffman, and T. P. Novak. Modeling the clickstream: Implications for web-based advertising efforts. Marketing Science, 22(4):520-541, 2003.
7. B. Edelman, M. Ostrovsky, and M. Schwarz. Internet advertising and the generalized second price auction: Selling billions of dollars worth of keywords. American Economic Review, 97(1):242-259, 2007.
8. R. Fagin, A. Lotem, and M. Naor. Optimal aggregation algorithms for middleware. Journal of Computer and System Sciences, 66(4):614-656, 2003.
9. M. Fontoura, E. J. Shekita, J. Y. Zien, S. Rajagopalan, and A. Neumann. High performance index build algorithms for intranet search engines. In Proceedings of the 30th Very Large Data Bases Conference, pages 1158-1169, 2004.
10. H. Garcia-Molina, J. Ullman, and J. Widom. Database System Implementation. Prentice Hall, 2000.
11. S. Heinz and J. Zobel. Efficient single-pass index construction for text databases. Journal of the American Society for Information Science and Technology, 54(8):713-729, 2003.
12. Interactive Advertising Bureau. Internet advertising revenue top $21 billion in '07, reaching record high. http://www.iab.net/insights research/iab-news-article/299656?o12499=, May 2008.
13. A. Lacerda, M. Cristo, M. A. G., W. Fan, N. Ziviani, and B. Ribeiro-Neto. Learning to advertise. In Proceedings of the 29th Annual International ACM SIGIR Conference on Research and Development in Information Retrieval, pages 549-556, 2006.
14. X. Long and T. Suel. Optimized query execution in large search engines with global page ordering. In Proceedings of the 29th Very Large Data Bases Conference, pages 129-140, 2003.
15. S. Melnik, S. Raghavan, B. Yang, and H. Garcia-Molina. Building a distributed full-text index for the web. ACM Transactions on Information Systems, 19(3):217-241, 2001.
16. B. Ribeiro-Neto, M. Cristo, P. B. Golgher, and E. S. de Moura. Impedance coupling in content-targeted advertising. In Proceedings of the 28th Annual International ACM SIGIR Conference on Research and Development in Information Retrieval, pages 496-503, 2005.
17. H. Turtle and J. Flood. Query evaluation: Strategies and optimizations. Information Processing and Management, 31(6):831-850, 1995.
18. C. Wang, P. Zhang, R. Choi, and M. D. Eredita. Understanding consumers attitude toward advertising. In Proceedings of the 8th Americas Conference on Information System, pages 1143-1148, 2002.
19. I. Witten, A. Moffat, and T. Bell. Managing Gigabytes. Morgan Kaufmann, 1999.
20. W. Yih, J. Goodman, and V. R. Carvalho. Finding advertising keywords on web pages. In Proceedings of the 15th International World Wide Web Conference, pages 213-222, 2006.