Is Combining Contextual and Behavioral Targeting Strategies Effective in Online Advertising?

Xianghua Lu Xia Zhao Ling Xue

Published in: ACM Trans. Manag. Inf. Syst. (2016)

Keyphrases

online advertising
behavioral targeting
user behavior
display advertising
user experience
advertising campaigns
user interaction
information retrieval
contextual information
privacy preserving
contextual factors
internet advertising