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SIGIR
2009
ACM

Context transfer in search advertising

14 years 6 months ago
Context transfer in search advertising
We define and study the process of context transfer in search advertising, which is the transition of a user from the context of Web search to the context of the landing page that follows an ad-click. We conclude that in the vast majority of cases, the user is shown one of three types of pages, which can be accurately distinguished using automatic text classification. Categories and Subject Descriptors H.3.m [Information Storage and Retrieval]: Miscellaneous General Terms Experimentation, Measurement Keywords online advertising, landing page taxonomy
Hila Becker, Andrei Z. Broder, Evgeniy Gabrilovich
Added 28 May 2010
Updated 28 May 2010
Type Conference
Year 2009
Where SIGIR
Authors Hila Becker, Andrei Z. Broder, Evgeniy Gabrilovich, Vanja Josifovski, Bo Pang
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