Abstract
We briefly review the science and the technology behind Web advertising. We first describe the various forms of Web advertising served up by advertising networks such as Google, MSN and Yahoo!. Then we introduce the technical challenges behind problems as: (1) given a user’s search query, how do we determine which advertisement(s) to present? (2) how many advertisements we should present on a particular query? (3) how we should price advertisements? The solutions to these problems span research areas ranging from text mining and information retrieval, to the theory of auctions and marketplaces, being called today computational advertising.
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Baeza-Yates, R. (2010). Web Advertising. In: Buccafurri, F., Semeraro, G. (eds) E-Commerce and Web Technologies. EC-Web 2010. Lecture Notes in Business Information Processing, vol 61. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-15208-5_13
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DOI: https://doi.org/10.1007/978-3-642-15208-5_13
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-15207-8
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