Predicting Ads ’ Click-Through Rate with Decision Rules

@inproceedings{Dembczynski2008PredictingA,
  title={Predicting Ads ’ Click-Through Rate with Decision Rules},
  author={Krzysztof Dembczynski},
  year={2008}
}
Paid advertisements displayed alongside search results constitute a major source of income for search companies. Optimizations leading to more clicks on ads are a target goal shared by advertisers and search engines. In this context, an ad’s quality can be measured by the probability of it being clicked assuming it was noticed by the user (click-through rate, CTR). There are two problems here. First, the real CTR is heavily affected by the ad’s position, not only by its content. Second, it is… CONTINUE READING
Highly Cited
This paper has 62 citations. REVIEW CITATIONS
42 Citations
16 References
Similar Papers

Citations

Publications citing this paper.
Showing 1-10 of 42 extracted citations

63 Citations

0510'09'11'13'15'17
Citations per Year
Semantic Scholar estimates that this publication has 63 citations based on the available data.

See our FAQ for additional information.

References

Publications referenced by this paper.
Showing 1-10 of 16 references

The structure of search engine law

  • J. Grimmelmann
  • Iowa Law Review,
  • 2008
1 Excerpt

Internet advertising and the generalized second price auction: Selling billions of dollars worth of keywords

  • B. Edelman, M. Ostrovsky, M. Schwarz
  • American Economic Review,
  • 2007
1 Excerpt

Search marketing shows strength

  • K. Newcomb
  • searchenginewatch.com,
  • 2006

Similar Papers

Loading similar papers…