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http://dx.doi.org/10.4218/etrij.12.0211.0171

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

Oh, Hyo-Jung (BigData Software Research Laboratory, ETRI)
Lee, Chang-Ki (BigData Software Research Laboratory, ETRI, College of Information Technology, Department of Computer Science, Kangwon National University)
Lee, Chung-Hee (BigData Software Research Laboratory, ETRI)
Publication Information
ETRI Journal / v.34, no.2, 2012 , pp. 292-295 More about this Journal
Abstract
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.
Keywords
Online advertising; contextual matching;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)  (Related Records In Web of Science)
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