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

共 50 条

[21] THE DIGITAL ADVERTISING GAP AND THE ONLINE NEWS INDUSTRY IN CROATIA
Bilic, Pasko
Primorac, Jaka
MEDIJSKE STUDIJE-MEDIA STUDIES, 2018, 9 (18): : 62 - 80
[22] To match or not to match: Economics of cookie matching in online advertising
Cornell University, Ithaca
NY
14850, United States
不详
不详
ACM Trans. Econ. Comput., 2
[23] The effects of disclosure format on native advertising recognition and audience perceptions of legacy and online news publishers
Amazeen, Michelle A.
Wojdynski, Bartosz W.
JOURNALISM, 2020, 21 (12) : 1965 - 1984
[24] Understanding online users by segmenting their search keywords: empirical analysis from online auto insurance search advertising
Kim, Sunghoon
Kang, Moon Young
INTERNATIONAL JOURNAL OF ADVERTISING, 2022, 41 (05) : 892 - 909
[25] Online newspaper advertising: A study of format and integration with news content
Brill, AM
ADVERTISING AND THE WORLD WIDE WEB, 1999, : 159 - 173
[26] Diversity in advertising: The influence of contextual conditioning effects on attitudes
de Heer, J
Bloem, SJG
Paijmans, SEWM
DIVERSITY IN ADVERTISING: BROADENING THE SCOPE OF RESEARCH DIRECTIONS, 2004, : 237 - 244
[27] SAVING MEDIA OR TRADING ON TRUST? The effects of native advertising on audience perceptions of legacy and online news publishers
Amazeen, Michelle A.
Muddiman, Ashley R.
DIGITAL JOURNALISM, 2018, 6 (02) : 176 - 195
[28] The effects of humour in online recruitment advertising
Oikarinen, Eeva-Liisa
Soderlund, Magnus
AUSTRALASIAN MARKETING JOURNAL, 2016, 24 (03): : 180 - 186
[29] Effects of online advertising on automobile sales
Peng, Jianping
Zhang, Guoying
Zhang, Shaoling
Dai, Xin
Li, Jing
MANAGEMENT DECISION, 2014, 52 (05) : 834 - 851
[30] News and advertisements: How negative news may reverse advertising effects
Meijer, May-May
Kleinnijenhuis, Jan
JOURNAL OF ADVERTISING RESEARCH, 2007, 47 (04) : 507 - 517

← 1 2 3 4 5 →