Constructing Social Intentional Corpora to Predict Click-Through Rate for Search Advertising.

Yi-Ting Chen Hung-Yu Kao

Published in: ROCLING (2013)

Keyphrases

search advertising
click through rate
contextual factors
search engine
user behavior
click prediction
online advertising
display advertising
internet search engines
sponsored search
natural language processing
keywords
background information
direct marketing
click models