Towards Personalized Advertising in Sponsored Search

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.

Content

Author and article information

Contributors

Ahmad I. Zainal Abidin

Conference

Publication date: September 2009

Publication date (Print): September 2009

Pages: 83-88

Affiliations

[0001]Department of Computer Science, University College London

Malet Place, London WC1E 6BT, UK

Article

DOI: 10.14236/ewic/FDIA2009.14

SO-VID: d31b0e80-0277-4308-9111-85ea5906899c

Copyright statement: © 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

License:

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/

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

Conference acronym: FDIA

Conference number: 3

Conference location: Padua, Italy

Conference date: 1 September 2009

Conference sponsor: Electronic Workshops in Computing (eWiC)

Conference theme: Computers XXIII Celebrating People and Technology

Product

Product Information: 1477-9358BCS Learning & Development

Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/FDIA2009.14

Self URI (journal page): https://ewic.bcs.org/

Towards Personalized Advertising in Sponsored Search

Abstract