• Corpus ID: 14229363

The Business Next Door : Click-Through Rate Modeling for Local Search

@inproceedings{Balakrishnan2010TheBN,
  title={The Business Next Door : Click-Through Rate Modeling for Local Search},
  author={Suhrid Balakrishnan and Sumit Chopra and I. Dan Melamed},
  year={2010}
}
Computational advertising has received a tremendous amount of attention from the business and academic community recently. Great advances have been made in modeling click-through rates in well studied settings, such as, sponsored search and context match. However, local search has received relatively little attention. Geographic nature of local search and associated local browsing leads to interesting research challenges and opportunities. We consider a novel application of relational… 

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