Examining the Impact of Keyword Ambiguity on Search Advertising Performance: A Topic Model Approach.
Jing GongVibhanshu AbhishekBeibei LiPublished in: MIS Q. (2018)
Keyphrases
- topic models
- search advertising
- sponsored search advertising
- latent dirichlet allocation
- topic modeling
- text documents
- search engine
- weakly supervised
- text mining
- online advertising
- keywords
- generative model
- latent topics
- contextual advertising
- latent variables
- click prediction
- probabilistic model
- internet search engines
- co occurrence
- direct marketing
- latent topic model
- user behavior
- probabilistic topic models
- author topic model
- information retrieval
- keyword extraction
- graphical models