Advertising Behaviour

WWW 2009 MADRID! Track: Internet Monetization / enlighten term: Web Monetization How much can behavioural Targeting Help Online publicizing? 1 Jun Yan1, Ning Liu1, Gang Wang1, Wen Zhang2, Yun Jiang3, Zheng Chen1 plane section of Automation University of Science & engineering science Hefei, 230027, china 2 3 Microsoft Re count Asia Beijing, 100080, China ShangHai Jiao Tong University Shanghai, 200240, China {junyan, ningl, gawa, zhengc}@microsoft.com ABSTRACT v-wenzha@microsoft.com v-yunjiang@microsoft.com Behavioral Targeting (BT) is a technique applyd by online advertisers to emergence the trenchantness of their campaigns, and is playing an increasingly important role in the online advertising market. However, it is underexplored in academe how much BT can actually help online advertising in await engines. In this explanation we provide an experimental content on the click-through log of advertisements self-collected from a commercial anticipate engine.

From the experiment results over a period of seven years, we render three important conclusions: (1) Users who clicked the kindred ad will truly have similar behaviors on the Web; (2) Click-Through Rate (CTR) of an ad can be averagely better as high as 670% by properly segmenting spirit abusers for behavioral targeted advertising in a sponsored search; (3) exploitation short term user behaviors to symbolize users is more effective than using long term user behaviors for BT. We conducted statistical t-test which confirm that all conclusions drawn in the paper are statistically significant. T o the best of our knowledge, this work is th! e first empirical study for BT on the click-through log of real world ads. We use 7 days ads click-through log data coming from a commercial search engine, dated from June 1st to 7th 2008, to equivalence different BT strategies and sustain the effectiveness of BT. The log dataset records all users search click behavior, which includes two Web page clicks and ad clicks of users. To be clear of either privacy concerns,...If you want to get a full essay, mold it on our website: OrderCustomPaper.com

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