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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Proceedings Article
Analysis of Intention in Dialogues Using Category Trees and Its Application to Advertisement Recommendation.
TL;DR: An intention analysis system for instant messaging applications that adopts Yahoo! directory as category trees, and classifies each dialogue into one of the categories of the directory, and uses this methodology to recommend advertisements relevant to the dialogue.
Journal ArticleDOI
Converting browsers into recurring customers: an analysis of the determinants of sponsored search success for monthly subscription services
TL;DR: The content analysis study undertaken here vividly illustrates that the effects of information content, persuasive content, emotion, and style on advertisement clicks are highly diverse across brands, which suggests the need for future research on brand, product, and consumer-specific factors that influence clicks.
Journal ArticleDOI
Search Engines Searching for Trouble? Comparing Search Engine Operator Responsibility for Competitive Keyword Advertising Under EU and US Trademark Law
TL;DR: This article argued that the ECJ made the right decision when it pushed search engine operator liability outside the realm of trademark law in Google v. Louis Vuitton and argued that after this decision, search engine operators liability in the EU is all but clear.
Journal ArticleDOI
Adaptive modeling for large-scale advertisers optimization
TL;DR: A review of the recent progress on adaptive modeling for the task of large-scale advertisers optimization in paid search, including keyword recommendation which can automatically suggest the relevant and competitive keywords to match queries of users input, and bid suggestion which can efficiently give rational bids to help win the participated auctions.
Output Bidding: A New Search Advertising Model Complementary to Keyword Bidding
TL;DR: This work argues how the two forms of bidding complement each other as well as how output bidding also ties in contextual advertising to search advertising.
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.