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

被引：8

作者：

Oh, Hyo-Jung ^{[1
]}

Lee, Changki ^{[1
]}

Lee, Chung-Hee ^{[1
]}

机构：

[1] ETRI, BigData Software Res Lab, Taejon, South Korea

来源：

ETRI JOURNAL | 2012年 / 34卷 / 02期

关键词：

Online advertising; contextual matching;

D O I：

10.4218/etrij.12.0211.0171

中图分类号：

TM [电工技术]; TN [电子技术、通信技术];

学科分类号：

0808 ; 0809 ;

摘要：

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.

引用

页码：292 / 295

页数：4

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