A predictive model for advertiser value-per-click in sponsored search.
Eric SodomkaSébastien LahaieDustin HillardPublished in: WWW (2013)
Keyphrases
- predictive model
- sponsored search
- search engine
- online advertising
- click through rate
- historical data
- click prediction
- decision trees
- prediction model
- sponsored search auctions
- neural network
- artificial neural networks
- click models
- sponsored search advertising
- search behavior
- probabilistic model
- classification rules
- user experience
- display advertising
- user behavior
- contextual advertising
- classification models
- genetic programming
- web search
- support vector machine
- keywords
- machine learning