ETRI Journal

  • 제34권2호
  • /
  • Pages.292-295
  • /
  • 2012
  • /
  • 1225-6463(pISSN)
  • /
  • 2233-7326(eISSN)
한국전자통신연구원 (Electronics and Telecommunications Research Institute)
권호 표지
DOI QR코드

DOI QR Code

Analysis of the Empirical Effects of Contextual Matching Advertising for Online News

  • Oh, Hyo-Jung (BigData Software Research Laboratory, ETRI) ;
  • Lee, Chang-Ki (BigData Software Research Laboratory, ETRI, College of Information Technology, Department of Computer Science, Kangwon National University) ;
  • Lee, Chung-Hee (BigData Software Research Laboratory, ETRI)
  • 투고 : 2011.04.26
  • 심사 : 2011.08.22
  • 발행 : 2012.04.04
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Beyond the simple keyword matching methods in contextual advertising, we propose a rich contextual matching (CM) model adopting a classification method for topic targeting and a query expansion method for semantic ad matching. This letter reports on an investigation into the empirical effects of the CM model by comparing the click-through rates (CTRs) of two practical online news advertising systems. Based on the evaluation results from over 100 million impressions, we prove that the average CTR of our proposed model outperforms that of a traditional model.

키워드

참고문헌

  1. W.T. Yih, J. Goodman, and V.R. Carvalho, "Finding Advertising Keywords on Web Pages," Proc. 15th ACM WWW, 2006, pp. 213-222.
  2. A. Broder et al., "A Semantic Approach to Contextual Advertising," Proc. 30th ACM SIGIR, 2007, pp. 559-566.
  3. D. Fain and J. Pedersen, "Sponsored Search: A Brief History," Proc. 2nd Workshop Sponsored Search Auctions, 2006.
  4. H. Raghavan and R. Iyer, "Evaluating Vector-Space and Probablistic Models for Query to Ad Matching," Proc. 1st Workshop Info. Retrieval Advertising ACM SIGIR, 2008, pp. 7-14.
  5. H.J. Oh, S.H. Myaeng, and M.G. Jang, "Enhancing Performance with a Learnable Strategy for Multiple Question Answering Modules," ETRI J., vol. 31, no. 4, 2009, pp. 419-428. https://doi.org/10.4218/etrij.09.0108.0388
  6. C.K. Lee and M.G. Jang, "A Modified Fixed-Threshold SMO for 1-Slack Structural SVMs," ETRI J., vol. 32, no. 1, 2010, pp.120-128. https://doi.org/10.4218/etrij.10.0109.0425
  7. C. Buckley, G. Salton, and J. Allan, "The Effect of Adding Relevance Information in a Relevance Feedback Environment," Proc. 17th ACM SIGIR, 1994, pp. 293-300.
  8. M. Hollis, "Ten Years of Learning on How Online Advertising Builds Brand," J. Advertising Research, vol. 45, no. 2, 2005, pp. 255-268. https://doi.org/10.1017/S0021849905050270

피인용 문헌

  1. Finding more trustworthy answers: Various trustworthiness factors in question answering vol.39, pp.4, 2012, https://doi.org/10.1177/0165551513478893
  2. Domain-Adaptation Technique for Semantic Role Labeling with Structural Learning vol.36, pp.3, 2014, https://doi.org/10.4218/etrij.14.0113.0645
  3. Predicting the Lifespan and Retweet Times of Tweets Based on Multiple Feature Analysis vol.36, pp.3, 2012, https://doi.org/10.4218/etrij.14.0113.0657
  4. Subspace Projection-Based Clustering and Temporal ACRs Mining on MapReduce for Direct Marketing Service vol.37, pp.2, 2015, https://doi.org/10.4218/etrij.15.2314.0068