Sponsored search: A brief history
Daniel C. Fain,Jan Pedersen +1 more
TLDR
GoTo as discussed by the authors is a GoTo sponsorisee sur le Web, which permet aux annonceurs de faire apparaitre leurs contenus dans les resultats affiches par un moteur de recherche, a demarre en 1998 avec GoTo, acquis par Yahoo! en 2002.Abstract:
La recherche sponsorisee sur le Web, qui permet aux annonceurs de faire apparaitre leurs contenus dans les resultats affiches par un moteur de recherche, a demarre en 1998 avec GoTo, acquis par Yahoo! en 2002. Le prix de l'apparition sur un site donne peut etre fonction du nombre d'apparitions (cout pour mille), des clicks sur un lien (cout par click) ou des actes engendres (cout par action). La recherche payee souleve un interet grandissant au sein de la communaute academique.read more
Citations
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Journal ArticleDOI
Search Engine Advertising Adoption and Utilization: An Empirical Investigation of Inflectional Factors
TL;DR: A context-specific model is developed that finds that the intention of businesses to use SEA is directly influenced by four factors: attitude toward SEA, subjective norms, perceived control over SEA, and perceived benefits of SEA in terms of increasing web traffic, increasing sales and creating awareness.
Dissertation
Practical strategic reasoning with applications in market games
TL;DR: An ad-auctions scenario is developed that captures several key strategic issues in this domain for the first time and a principled methodology for evaluating strategies given an empirical game model is established.
Journal ArticleDOI
A joint learning model for click-through prediction in display advertising
TL;DR: A new joint learning model is proposed, such as Wide & Deep and DeepFM, which can exploit both high- and low-order feature interactions to predict CTR by combining two different models.
Proceedings ArticleDOI
Designing a Successful Adaptive Agent for TAC Ad Auction
Meng Chang,Minghua He,Xudong Luo +2 more
TL;DR: This paper describes the design and evaluation of Aston-TAC and focuses on how it generates adaptive bid prices according to the Market-based Value Per Click and how it selects a set of keyword queries to bid on to maximise the expected profit under limited conversion capacity.
Journal ArticleDOI
Analysis of the Empirical Effects of Contextual Matching Advertising for Online News
TL;DR: An investigation into the empirical effects of the CM model is reported on by comparing the click‐through rates of two practical online news advertising systems.
References
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Journal Article
Advertising on the Web: Is There Response before Click-Through?
Rex Briggs,Nigel Hollis +1 more
Journal Article
How to acquire customers on the Web.
Donna L. Hoffman,Thomas P. Novak +1 more
TL;DR: CDnow, which has developed a multifaceted customer-acquisition strategy that reflects a clear understanding of the economics of an on-line business, demonstrates that there is a way to find out which half really works.
Journal ArticleDOI
The search is on.
TL;DR: The basic search can be useful when you have an ISBN or other standard number, and the search field will expand to fit your search terms, if needed.
Journal ArticleDOI
Economics and search
TL;DR: I want to belie that mild-mannered image of economists by doing something rash and even downright dangerous: I want to talk to you about some work in my subject, economics, that I think might be relevant to the work in your subject, information retrieval.
Book ChapterDOI
Direct Response Marketing
TL;DR: Urgency is the keynote of direct response marketing, otherwise known as shopping without shops and once called mail order as mentioned in this paper, and everything about it has to communicate urgency, for unless there is action, response, it is a waste of money.