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학술지 Analysis of the Empirical Effects of Contextual Matching Advertising for Online News
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저자
오효정, 이창기, 이충희
발행일
201204
출처
ETRI Journal, v.34 no.2, pp.292-295
ISSN
1225-6463
출판사
한국전자통신연구원 (ETRI)
DOI
https://dx.doi.org/10.4218/etrij.12.0211.0171
협약과제
10MS2400, 웹 QA 기술개발, 장명길
초록
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 CTR of our proposed model outperforms that of a traditional model. © 2012 ETRI.
키워드
Contextual matching, Online advertising
KSP 제안 키워드
Classification method, Contextual advertising, Keyword Matching, Online Advertising, Online news, Proposed model, query expansion