Advertiser-centric approach to understand user click behavior in sponsored search.

Sungchul Kim Tao Qin Tie-Yan Liu Hwanjo Yu

Published in: Inf. Sci. (2014)

Keyphrases

sponsored search
user clicks
search engine
click models
online advertising
click behavior
click prediction
click through rate
sponsored search auctions
user behavior
user experience
sponsored search advertising
web search
search behavior
display advertising