상세정보
학술지
Analysis of the Empirical Effects of Contextual Matching Advertising for Online News
- 발행일
- 201204
- 출처
- ETRI Journal, v.34 no.2, pp.292-295
- ISSN
- 1225-6463
- 출판사
- 한국전자통신연구원 (ETRI)
- 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.
- KSP 제안 키워드
- Classification method, Contextual advertising, Keyword Matching, Online news, Proposed model, query expansion