Forecasting Click-Through Rates Based on Sponsored Search Advertiser Bids and Intermediate Variable Regression

To participate in sponsored search online advertising, an advertiser bids on a set of keywords relevant to his/her product or service. When one of these keywords matches a user search string, the ad is then considered for display among sponsored search results. Advertisers compete for positions in w...

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Veröffentlicht in:	ACM transactions on Internet technology 2010-10, Vol.10 (3), p.1-28
1. Verfasser:	Gluhovsky, Ilya
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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