Search Engine Advertising: Channel Substitution When Pricing Ads to Context.

Avi Goldfarb Catherine Tucker

Published in: Manag. Sci. (2011)

Keyphrases

search engine
sponsored search
online advertising
targeted advertising
keywords
web search
context aware
contextual information
information retrieval
pay per click
search advertising
multi channel
web pages
user behavior
context sensitive
web search engines
recommender systems
data mining