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Analysis of the Empirical Effects of Contextual Matching Advertising for Online News
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
doi:10.4218/etrij.11.0211.0171
fatcat:zruw7v4ydjcuppemgqu35f4jtm