Exploiting contextual factors for click modeling in sponsored search.
Dawei YinShike MeiBin CaoJian-Tao SunBrian D. DavisonPublished in: WSDM (2014)
Keyphrases
- sponsored search
- click prediction
- user behavior
- search engine
- contextual factors
- click models
- online advertising
- click through rate
- user clicks
- contextual information
- web search
- search behavior
- user experience
- sponsored search auctions
- database
- information seeking
- developing countries
- background information
- united states