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Evaluating and Optimizing Online Advertising: Forget the Click, but There Are Good Proxies.
Brian Dalessandro
Rod Hook
Claudia Perlich
Foster J. Provost
Published in:
Big Data (2015)
Keyphrases
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online advertising
behavioral targeting
user behavior
sponsored search
contextual advertising
search advertising
web search
user experience
click through rate
long tail
search engine
display advertising
user interaction
click models
hong kong
user activity
click prediction
internet advertising
advertising campaigns