Sponsored search: A brief history
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Cites background from "Sponsored search: A brief history"
...63 billion in revenue for the third quarter of 2006 from search advertising alone [2] (a brief summary of the history of sponsored search can be found in [7])....
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386 citations
Cites background from "Sponsored search: A brief history"
...advertisers to increase the effectiveness of their campaigns, and is playing an increasingly important role in the online advertising market....
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References
385 citations
"Sponsored search: A brief history" refers background in this paper
...Similarly, Yahoo! calculates a Click Index score by comparing a listing’s observed CTR to a standard....
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...Clickthrough rate (CTR) is the ratio between cost per impression (1000 × CPM) and CPC....
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...Direct Hit ranked search results using CTR [7]....
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...Both conversion rate and CTR are conditional probabilities: of an action given a click, and of a click given an impression....
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...When Google re-launched AdWords in 2002, they modified Overture’s ranking rules to use CTR × CPC instead of just CPC. Google generalized the CTR prediction, incorporating an analysis of the listing text [13]....
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"Sponsored search: A brief history" refers background in this paper
...Varian (1999) presented an argument for sometimes placing a more obscure interpretation of a query above a more likely interpretation based on the average user’s search cost in the economic sense....
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2 citations