How much can Behavioral Targeting help online advertising?

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

Volumn , Issue , 2009, Pages 261-270

  Yan, Jun ^a   Liu, Ning ^a   Wang, Gang ^a   Zhang, Wen ^b   Jiang, Yun ^c   Chen, Zheng ^a  

^a MICROSOFT RESEARCH ASIA   (China)

^b UNIVERSITY OF SCIENCE AND TECHNOLOGY OF CHINA   (China)

^c SHANGHAI JIAO TONG UNIVERSITY   (China)

Author keywords

Behavioral targeting (BT); Click through rate (CTR); Online advertising; User segmentation

Indexed keywords

BEHAVIORAL TARGETING (BT); CLICK-THROUGH RATE; EMPIRICAL STUDIES; ONLINE ADVERTISING; SHORT TERM; SPONSORED SEARCHES; TARGETED ADVERTISING; USER BEHAVIORS; USER SEGMENTATION;

MARKETING; SEARCH ENGINES; WORLD WIDE WEB;

BEHAVIORAL RESEARCH;

EID: 84865656170     PISSN: None     EISSN: None     Source Type: Conference Proceeding    
DOI: 10.1145/1526709.1526745     Document Type: Conference Paper

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