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In contextual advertising advertisers show ads to users so that they will click on them and eventually purchase a product. Optimizing this action sequence, called the conversion funnel, is the ultimate goal of advertising. Advertisers, however, often have very different sub-goals for their ads such as purchase, request for a quote, or simply a site visit. Often an improvement for one advertiser's goal comes at the expense of others. A single ranking function must balance these different goalsdoi:10.1145/1835449.1835476 dblp:conf/sigir/BagherjeiranHR10 fatcat:ayeji7nwcbc3jmos7r4x4awr2u