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Bidding for an optimal portfolio of keywords in sponsored search advertising: From generic to branded keywords.

Vaishnavi TunuguntlaKrishanu RakshitPreetam Basu
Published in: Eur. J. Oper. Res. (2023)
Keyphrases
  • keywords
  • search engine
  • web documents
  • web pages
  • internet search engines
  • keyword extraction
  • web search
  • sponsored search advertising
  • decision problems
  • auction mechanisms