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WAIM
2009
Springer

Personalized Delivery of On-Line Search Advertisement Based on User Interests

12 years 1 months ago
Personalized Delivery of On-Line Search Advertisement Based on User Interests
Search engine advertising has become the main stream of online advertising system. In current search engine advertising systems, all users will get the same advertisement rank if they use the same query. However, different users may have different degree of interest to each advertisement even though they query the same word. In other words, users prefer to click the interested ad by themselves. For this reason, it is important to be able to accurately estimate the interests of individual users and schedule the advertisements with respect to individual users’ favorites. For users that have rich history queries, their interests can be evaluated using their query logs. For new users, interests are calculated by summarizing the interests of other users who use similar queries. In this paper, we provide a model to automatically learn individual user’s interests based on features of user history queries, user history views of advertisements, user history clicks of advertisements. Then, a...
Guangyi Xiao, Zhiguo Gong
Added 25 May 2010
Updated 25 May 2010
Type Conference
Year 2009
Where WAIM
Authors Guangyi Xiao, Zhiguo Gong
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