
Computational Advertising
Techniques for Targeting Relevant Ads
Vasudeva Dave, Kushal Varma(Author)
now publishers Inc
1st Edition
Published on 29. October 2014
Book
Paperback/Softback
174 pages
978-1-60198-832-4 (ISBN)
Description
Computational Advertising (CA), popularly known as online advertising or Web advertising, refers to finding the most relevant ads matching a particular context on the Web. The context depends on the type of advertising and could mean the content where the ad is shown, the user who is viewing the ad, or the social network of the user. CA is a scientific sub-discipline at the intersection of information retrieval, statistical modeling, machine learning, optimization, large scale search, and text analysis. The core problem addressed in CA is of match-making between the ads and the context. Research in CA has evolved considerably over the last decade and a half and currently continues both in traditional areas such as vocabulary mismatch, query rewriting, and click prediction, and recently identified areas like user targeting, mobile advertising, and social advertising. Computational Advertising: Techniques for Targeting Relevant Ads focuses predominantly on the problems and solutions proposed in traditional areas while also looking briefly at the emerging areas in the latter half of the monograph. To facilitate future research, a discussion of available resources, a list of public benchmark datasets and a discussion on future research directions are provided in the concluding sections.
More details
Series
Language
English
Place of publication
Hanover
United States
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 234 mm
Width: 156 mm
Thickness: 9 mm
Weight
254 gr
ISBN-13
978-1-60198-832-4 (9781601988324)
DOI
10.1561/1500000045
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Content
1: Introduction 2: Finding Advertising Keywords on Web Pages 3: Dealing with Short Text in Ads for Contextual Advertising 4: Handling the Short Search Query for Sponsored Search 5: Ad Quality and Spam 6: Ranking Retrieved Ads For Sponsored Search 7: Ranking Ads in Contextual Advertising 8: How much can Behavioral Targeting help Online Advertising? 9: Display Advertising and Real Time Bidding 10: Emerging topics in Computational Advertising 11: Resources 12: Summary and Concluding Remarks. Acknowledgements. References