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To Match or Not to Match: Economics of Cookie Matching in Online Advertising.
Arpita Ghosh
Mohammad Mahdian
R. Preston McAfee
Sergei Vassilvitskii
Published in:
ACM Trans. Economics and Comput. (2015)
Keyphrases
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online advertising
matching algorithm
partial matching
false matches
keypoints
data mining
web pages
knowledge base
behavioral targeting