Analysis of the Empirical Effects of Contextual Matching Advertising for Online News

Hyo-Jung Oh
2012 ETRI Journal  
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
more » ... of our proposed model outperforms that of a traditional model.
doi:10.4218/etrij.11.0211.0171 fatcat:zruw7v4ydjcuppemgqu35f4jtm