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To Match or Not to Match: Economics of Cookie Matching in Online Advertising.

Arpita GhoshMohammad MahdianR. Preston McAfeeSergei Vassilvitskii
Published in: ACM Trans. Economics and Comput. (2015)
Keyphrases
  • online advertising
  • matching algorithm
  • partial matching
  • false matches
  • keypoints
  • data mining
  • web pages
  • knowledge base
  • behavioral targeting