A semantic approach to contextual advertising

@inproceedings{Broder2007ASA,
  title={A semantic approach to contextual advertising},
  author={Andrei Z. Broder and Marcus Fontoura and Vanja Josifovski and Lance Riedel},
  booktitle={SIGIR},
  year={2007}
}
Contextual advertising or Context Match (CM) refers to the placement of commercial textual advertisements within the content of a generic web page, while Sponsored Search (SS) advertising consists in placing ads on result pages from a web search engine, with ads driven by the originating query. In CM there is usually an intermediary commercial ad-network entity in charge of optimizing the ad selection with the twin goal of increasing revenue (shared between the publisher and the ad-network) and… CONTINUE READING
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