Context transfer in search advertising

Hila Becker, Andrei Broder, Evgeniy Gabrilovich, Vanja Josifovski, Bo Pang
2009 Proceedings of the 32nd international ACM SIGIR conference on Research and development in information retrieval - SIGIR '09  
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.
doi:10.1145/1571941.1572063 dblp:conf/sigir/BeckerBGJP09 fatcat:4rbrjst5qvhtvowm2wjzambfom