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

• Type: Conference
• Year: 2009
• Where: SIGIR
• Authors: Hila Becker, Andrei Z. Broder, Evgeniy Gabrilovich, Vanja Josifovski, Bo Pang
• Keywords: Context Transfer, Information Retrieval, Landing Page, Landing Page Taxonomy, SIGIR 2009