Web-Scale Bayesian Click-Through rate Prediction for Sponsored Search Advertising in Microsoft's Bing Search Engine.
Thore GraepelJoaquin Quiñonero CandelaThomas BorchertRalf HerbrichPublished in: ICML (2010)
Keyphrases
- web scale
- sponsored search advertising
- search advertising
- search engine
- sponsored search
- internet search engines
- click prediction
- web search
- online advertising
- image search
- user behavior
- web search engines
- semi structured
- information retrieval
- direct marketing
- web images
- search queries
- search result
- keywords
- keyword search
- user queries
- databases
- display advertising
- web pages
- user experience
- click models
- metadata
- data mining