Estimating advertisability of tail queries for sponsored search

SIGIR, pp. 563-570, 2010.

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Abstract:

Sponsored search is one of the major sources of revenue for search engines on the World Wide Web. It has been observed that while showing ads for every query maximizes short-term revenue, irrelevant ads lead to poor user experience and less revenue in the long-term. Hence, it is in search engines' interest to place ads only for queries th...More

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