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      Towards Personalized Advertising in Sponsored Search

      Third BCS-IRSG Symposium on Future Directions in Information Access (FDIA 2009) (FDIA)

      Computers XXIII Celebrating People and Technology

      1 September 2009

      Web Advertising, Sponsored Search, Information Retrieval, Search Engine

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          Abstract

          Web advertising is one of the major sources of income for numerous search engines, news sites and non-commercial publishers. Textual ads, characterized by Sponsored Search (SS) and Content Match (CM), make up a significant portion of Web advertising. In SS, with limited information about ad contents, given a query, the challenge is to place relevant ads alongside organic search results. Organic search results are ranked based on their relevance to search keyword. However, SS results are not necessarily ranked purely based on relevance due to various factors influencing the ads overall ranking such as bid phrase and displayed position. The displayed ads may not relate to a user’s information need. In this paper, a study associating ads and users, referred to as personalized advertising is proposed. User profiles are used as external knowledge to establish the relationship between the users and the ads.

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          Author and article information

          Contributors
          Conference
          September 2009
          September 2009
          : 83-88
          Affiliations
          Department of Computer Science, University College London

          Malet Place, London WC1E 6BT, UK
          Article
          10.14236/ewic/FDIA2009.14
          © Ahmad I. Zainal Abidin. Published by BCS Learning and Development Ltd. Third BCS-IRSG Symposium on Future Directions in Information Access (FDIA 2009), Padua, Italy

          This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

          Third BCS-IRSG Symposium on Future Directions in Information Access (FDIA 2009)
          FDIA
          3
          Padua, Italy
          1 September 2009
          Electronic Workshops in Computing (eWiC)
          Computers XXIII Celebrating People and Technology
          Product
          Product Information: 1477-9358BCS Learning & Development
          Self URI (journal page): https://ewic.bcs.org/
          Categories
          Electronic Workshops in Computing

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