Location- and Query-Aware Modeling of Browsing and Click Behavior in Sponsored Search

ACM TIST, pp. 59:1-59:31, 2014.

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Abstract:

An online advertisement's clickthrough rate provides a fundamental measure of its quality, which is widely used in ad selection strategies. Unfortunately, ads placed in contexts where they are rarely viewed-or where users are unlikely to be interested in commercial results-may receive few clicks regardless of their quality. In this articl...More

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