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Context transfer in search advertising

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Bo PangAuthors Info & Claims

SIGIR '09: Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval

Pages 656 - 657

https://doi.org/10.1145/1571941.1572063

Published: 19 July 2009 Publication History

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Abstract

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.

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Cited By

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Aksu HBabun LConti MTolomei GUluagac A(2018)Advertising in the IoT Era: Vision and ChallengesIEEE Communications Magazine10.1109/MCOM.2017.170087156:11(138-144)Online publication date: Nov-2018
https://doi.org/10.1109/MCOM.2017.1700871
Bron MRedi MLalmas MSilvestri FEvans HChute MBarrett RCummings RAgichtein EGabrilovich E(2017)Friendly, Appealing or Both?Proceedings of the 26th International Conference on World Wide Web Companion10.1145/3041021.3054193(699-707)Online publication date: 3-Apr-2017
https://dl.acm.org/doi/10.1145/3041021.3054193
Pham PWang JPapadopoulos GKuflik TChen FDuarte CFu W(2017)Understanding Emotional Responses to Mobile Video Advertisements via Physiological Signal Sensing and Facial Expression AnalysisProceedings of the 22nd International Conference on Intelligent User Interfaces10.1145/3025171.3025186(67-78)Online publication date: 7-Mar-2017
https://dl.acm.org/doi/10.1145/3025171.3025186
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Index Terms

Context transfer in search advertising
1. Information systems
  1. Information retrieval
  2. Information storage systems

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Published In

SIGIR '09: Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval

July 2009

896 pages

ISBN:9781605584836

DOI:10.1145/1571941

General Chairs:
James Allan
University of Massachusetts Amherst, USA
,
Javed Aslam
Northeastern University, USA
,
Program Chairs:
Mark Sanderson
University of Sheffield, UK
,
ChengXiang Zhai
University of Illinois at Urbana-Champaign, USA
,
Justin Zobel
University of Melbourne, Australia

Publisher

Association for Computing Machinery

New York, NY, United States

Publication History

Published: 19 July 2009

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SIGIR '09

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SIGIR '09: The 32nd International ACM SIGIR conference on research and development in Information Retrieval

July 19 - 23, 2009

MA, Boston, USA

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Overall Acceptance Rate 792 of 3,983 submissions, 20%

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Cited By

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Aksu HBabun LConti MTolomei GUluagac A(2018)Advertising in the IoT Era: Vision and ChallengesIEEE Communications Magazine10.1109/MCOM.2017.170087156:11(138-144)Online publication date: Nov-2018
https://doi.org/10.1109/MCOM.2017.1700871
Bron MRedi MLalmas MSilvestri FEvans HChute MBarrett RCummings RAgichtein EGabrilovich E(2017)Friendly, Appealing or Both?Proceedings of the 26th International Conference on World Wide Web Companion10.1145/3041021.3054193(699-707)Online publication date: 3-Apr-2017
https://dl.acm.org/doi/10.1145/3041021.3054193
Pham PWang JPapadopoulos GKuflik TChen FDuarte CFu W(2017)Understanding Emotional Responses to Mobile Video Advertisements via Physiological Signal Sensing and Facial Expression AnalysisProceedings of the 22nd International Conference on Intelligent User Interfaces10.1145/3025171.3025186(67-78)Online publication date: 7-Mar-2017
https://dl.acm.org/doi/10.1145/3025171.3025186
Barbieri NSilvestri FLalmas MBourdeau JHendler JNkambou RHorrocks IZhao B(2016)Improving Post-Click User Engagement on Native Ads via Survival AnalysisProceedings of the 25th International Conference on World Wide Web10.1145/2872427.2883092(761-770)Online publication date: 11-Apr-2016
https://dl.acm.org/doi/10.1145/2872427.2883092
Lalmas MLehmann JShaked GSilvestri FTolomei GCao LZhang CJoachims TWebb GMargineantu DWilliams G(2015)Promoting Positive Post-Click Experience for In-Stream Yahoo Gemini UsersProceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining10.1145/2783258.2788581(1929-1938)Online publication date: 10-Aug-2015
https://dl.acm.org/doi/10.1145/2783258.2788581
Dave KVarma V(2014)Computational AdvertisingFoundations and Trends in Information Retrieval10.1561/15000000458:4–5(263-418)Online publication date: 29-Oct-2014
https://dl.acm.org/doi/10.1561/1500000045
Kae AKan KNarayanan VYankov D(2011)Categorization of display ads using image and landing page featuresProceedings of the Third Workshop on Large Scale Data Mining: Theory and Applications10.1145/2002945.2002946(1-8)Online publication date: 21-Aug-2011
https://dl.acm.org/doi/10.1145/2002945.2002946
Rajan SYankov DGaffney SRatnaparkhi ARappa MJones PFreire JChakrabarti S(2010)A large-scale active learning system for topical categorization on the webProceedings of the 19th international conference on World wide web10.1145/1772690.1772771(791-800)Online publication date: 26-Apr-2010
https://dl.acm.org/doi/10.1145/1772690.1772771
Choi YFontoura MGabrilovich EJosifovski VMediano MPang BRappa MJones PFreire JChakrabarti S(2010)Using landing pages for sponsored search ad selectionProceedings of the 19th international conference on World wide web10.1145/1772690.1772717(251-260)Online publication date: 26-Apr-2010
https://dl.acm.org/doi/10.1145/1772690.1772717
Yujie ZLicai W(2010)Some challenges for context-aware recommender systems2010 5th International Conference on Computer Science & Education10.1109/ICCSE.2010.5593612(362-365)Online publication date: Aug-2010
https://doi.org/10.1109/ICCSE.2010.5593612
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