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Automatic generation of bid phrases for online advertising

Sujith Ravi, Andrei Broder, Evgeniy Gabrilovich, Vanja Josifovski, Sandeep Pandey, Bo Pang
2010 Proceedings of the third ACM international conference on Web search and data mining - WSDM '10  
Our study aims towards the automatic construction of online ad campaigns: given a landing page, we propose several algorithmic methods to generate bid phrases suitable for the given input.  ...  One of the most prevalent online advertising methods is textual advertising.  ...  CONCLUSION We proposed several automatic methods for generating bid phrases for online advertising.  ... 
doi:10.1145/1718487.1718530 dblp:conf/wsdm/RaviBGJPP10 fatcat:dbvekscwyfayjhrz6qm477lsaq

GrammAds: Keyword and Ad Creative Generator for Online Advertising Campaigns [chapter]

Stamatina Thomaidou, Konstantinos Leymonis, Michalis Vazirgiannis
2013 Advances in Intelligent Systems and Computing  
Assisting or even automating the work of an advertising specialist has emerged as a requirement for companies and research institutes over the last few years, mainly because of the commercial value of  ...  Online advertising is a fast developing industry -in 2011 its revenues reached $31 billion.  ...  Acknowledgements The research of S. Thomaidou is co-financed by the European Union (ESF) and Greek national funds via the NSRF Program: Heracleitus II. Prof. M.  ... 
doi:10.1007/978-3-642-37317-6_4 fatcat:c3ehj5m32zc3nfqxmdjhqvftwq

Report on the second KDD workshop on data mining for advertising

Dou Shen, Arun C. Surendran, Ying Li
2008 SIGKDD Explorations  
Following the success of our first workshop, we organized ADKDD 2008 1 -the second International Workshop on Data Mining and Audience Intelligence for Advertising, in conjunction with KDD 2008 at Las Vegas  ...  This report is a summary of the workshop, including brief descriptions of the accepted papers.  ...  We thank all the participants of this workshop for making this a resounding success. We look forward to doing this again with KDD 2009 in Paris!  ... 
doi:10.1145/1540276.1540291 fatcat:rjayypd5z5dsjjdyfl6fxo6vce

Gender demographic targeting in sponsored search

Bernard J. Jansen, Lauren Solomon
2010 Proceedings of the 28th international conference on Human factors in computing systems - CHI '10  
We classify key phrases selected for the campaign with a probability of being targeted for a specific gender and then compare the consumer actions using the critical sponsored search metrics of impressions  ...  In this research, we evaluate the effect of gender in analyzing the performance of sponsored search advertising.  ...  ACKNOWLEDGMENTS Our thanks to The Rimm-Kaufman Group, particularly George Michie, for providing data for this study. Dr.  ... 
doi:10.1145/1753326.1753448 dblp:conf/chi/JansenS10 fatcat:jfhm2cs5dvg4tia4bwzz3dcns4

Evaluating the performance of demographic targeting using gender in sponsored search

Bernard J. Jansen, Kathleen Moore, Stephen Carman
2013 Information Processing & Management  
However, gender neutral phrases perform the best overall, generating 20 times the return of advertising than any gender targeted category.  ...  In order to determine the effect of demographic targeting, we classify the campaign's key phrases by a probability of being targeted for a specific gender, and we then compare the key performance indicators  ...  Acknowledgments Our thanks to The Rimm-Kaufman Group, particularly George Michie, for providing data for this study. Dr.  ... 
doi:10.1016/j.ipm.2012.06.001 fatcat:nxsfktvjnvgnffuny66a3gftei

The Components and Impact of Sponsored Search

Bernard J. Jansen, Theresa B. Flaherty, Ricardo Baeza-Yates, Lee Hunter, Brendan Kitts, Jamie Murphy
2009 Computer  
Unlike many online advertising models that preschedule online ads such as banners, buttons, and skyscrapers on select webpages and charge based on the number of ads served, sponsored search dynamically  ...  In sponsored search-also known as paid search, keyword advertising, pay-per-click (PPC) advertising, and search advertising-advertisers pay search engines for traffic from the search engine to their websites  ...  These include keyword matching (broad, exact, phrase, or negative keywords), keyword generation that automatically produces possible alternate terms to trigger the ad, and dynamic ad creation that automatically  ... 
doi:10.1109/mc.2009.164 fatcat:zohivpn5w5cwfpxdfgm6mfjsf4

Automatic generation of listing ads by reusing promotional texts

Atsushi Fujita, Katsuhiro Ikushima, Satoshi Sato, Ryo Kamite, Ko Ishiyama, Osamu Tamachi
2010 Proceedings of the 12th International Conference on Electronic Commerce Roadmap for the Future of Electronic Business - ICEC '10  
A one-month experiment using Overture Sponsored Search showed that a number of the automatically generated ads had higher CTRs than the template-based baseline ads.  ...  As the textual data available for this research are primarily created for use on a restaurant portal site on the Web, we applied three methods for making it usable for the descriptive texts of ads.  ...  Generating bid phrases The generation and selection of bid phrases are common topics in computational advertising research.  ... 
doi:10.1145/2389376.2389401 fatcat:hmzrkc4v5ffw5j2dde7xoscryu

AD-MAD: Automated Development and Optimization of Online Advertising Campaigns

Stamatina Thomaidou, Konstantinos Leymonis, Kyriakos Liakopoulos, Michalis Vazirgiannis
2012 2012 IEEE 12th International Conference on Data Mining Workshops  
Assisting or even automating the work of an advertising specialist will have an unrivaled commercial value.  ...  In this demonstration we present a prototype and a functional web application for semi-and fully-automated creation, monitoring, and management of cost-efficient pay-per-click campaigns with budget constraints  ...  ACKNOWLEDGMENT The research of S. Thomaidou is co-financed by the European Union (ESF) and Greek national funds via Program Education and Lifelong Learning of the NSRF -Program: Heracleitus II. Prof.  ... 
doi:10.1109/icdmw.2012.144 dblp:conf/icdm/ThomaidouLLV12 fatcat:jfwsm6zw2ndu7dac6vfrbpiqva

Toward an Integrated Framework for Automated Development and Optimization of Online Advertising Campaigns [article]

Stamatina Thomaidou, Michalis Vazirgiannis, Kyriakos Liakopoulos
2012 arXiv   pre-print
The campaign creation module generates automatically keywords based on the content of the web page to be advertised extended with corresponding ad-texts.  ...  Assisting or even automating the work of an advertising specialist will have an unrivaled commercial value.  ...  ACKNOWLEDGEMENTS The research of S. Thomaidou is co-financed by the European Union (ESF) and Greek national funds via Program Education and Lifelong Learning of the NSRF -Program: Heracleitus II.  ... 
arXiv:1208.1187v1 fatcat:5xqrzfpnkvgtrkq3vtzzytdssi

The Brand Effect of Key Phrases and Advertisements in Sponsored Search

Bernard J. Jansen, Kate Sobel, Mimi Zhang
2011 International Journal of Electronic Commerce  
A combination of a branded phrase and a branded advertisement generated 15 times more sales revenue than any other combination of phrase and advertisement.  ...  The implication for online advertising and key word search in the e-commerce domain, especially for large retailers, is that brand mentions in both key phrase and advertisements correlate with higher conversions  ...  Most online advertisements for retailers have the aim of generating a sale.  ... 
doi:10.2753/jec1086-4415160103 fatcat:uwd4hsqcqnh6zifwkey4jkrd3y

Multiword Keyword Recommendation System for Online Advertising

Stamatina Thomaidou, Michalis Vazirgiannis
2011 2011 International Conference on Advances in Social Networks Analysis and Mining  
For this purpose, advertisers must create advertising campaigns. The development of these campaigns is a laborious task involving significant human resources and expertise.  ...  In this paper we propose a system for multiword keyword recommendations in the context of developing a web advertising campaign in a semiautomatic manner.  ...  ACKNOWLEDGMENT The research of S. Thomaidou is co-financed by the European Union (ESF) and Greek national funds via Program "Education and Lifelong Learning" of the NSRF -Program: Heracleitus II.  ... 
doi:10.1109/asonam.2011.70 dblp:conf/asunam/ThomaidouV11 fatcat:dgtwzxxvgfadrpebt7h45l5moy

Optimizing relevance and revenue in ad search

Filip Radlinski, Andrei Broder, Peter Ciccolo, Evgeniy Gabrilovich, Vanja Josifovski, Lance Riedel
2008 Proceedings of the 31st annual international ACM SIGIR conference on Research and development in information retrieval - SIGIR '08  
Empirical evaluation shows that our method optimized for relevance matches a state-of-the-art method while improving expected revenue.  ...  We propose a novel two-stage approach, which conducts most of the analysis ahead of time.  ...  We also thank the anonymous reviewers for useful feedback.  ... 
doi:10.1145/1390334.1390404 dblp:conf/sigir/RadlinskiBCGJR08 fatcat:l6eh7apcmzchhoe63nynnnt7wy

Statistical techniques for online personalized advertising

Maad Shatnawi, Nader Mohamed
2012 Proceedings of the 27th Annual ACM Symposium on Applied Computing - SAC '12  
Online advertising is the major source of revenue for most web service providers.  ...  This paper presents an overview of online advertisement selection and summarizes the main technical challenges and open issues in this field.  ...  The advertiser usually pays for each sponsored search click according to an auction process where each advertiser places a bid or a price on a certain search phrase query and the ranking of his bid determines  ... 
doi:10.1145/2245276.2245406 dblp:conf/sac/ShatnawiM12 fatcat:d5dwrezjqrcpfjn6xzoxx3ljoe

Digital Advertising: An Information Scientist's Perspective [chapter]

James G. Shanahan, Goutham Kurra
2011 Advanced Topics in Information Retrieval  
Digital online advertising is a form of promotion that uses the Internet and World Wide Web for the express purpose of delivering marketing messages to attract customers.  ...  Over the past 15 years online advertising, a $65 billion industry worldwide in 2009, has been pivotal to the success of the World Wide Web.  ...  gold bid phrases), and a normalized edit distance were used.  ... 
doi:10.1007/978-3-642-20946-8_9 fatcat:rycs7flw75fzflspvrza4lvuo4

Online expansion of rare queries for sponsored search

Andrei Broder, Peter Ciccolo, Evgeniy Gabrilovich, Vanja Josifovski, Donald Metzler, Lance Riedel, Jeffrey Yuan
2009 Proceedings of the 18th international conference on World wide web - WWW '09  
Our experimental results show that our approach significantly improves the effectiveness of advertising on rare queries with only a negligible increase in computational cost.  ...  In practice, such algorithms are applied offline to popular queries, with the results of the expensive operations cached for fast access at query time.  ...  Acknowledgments We thank Ann Hsieh and her editorial team for judging the ad relevance under a very tight schedule. We also thank the anonymous reviewers for their comments and suggestions.  ... 
doi:10.1145/1526709.1526778 dblp:conf/www/BroderCGJMRY09 fatcat:6zm6nh4bqfa3jgeoafgur7l4gq
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