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Product Identifiers
PublisherNow Publishers
ISBN-10160198832X
ISBN-139781601988324
eBay Product ID (ePID)9038513361
Product Key Features
Number of Pages174 Pages
Publication NameComputational Advertising : Techniques for Targeting Relevant ADS
LanguageEnglish
Publication Year2014
SubjectInformation Technology
TypeTextbook
Subject AreaComputers
AuthorVasudeva Varma, Kushal Dave
SeriesFoundations and Trends in Information Retrieval Ser.
FormatTrade Paperback
Dimensions
Item Height0.4 in
Item Weight9 Oz
Item Length9.2 in
Item Width6.1 in
Additional Product Features
Intended AudienceScholarly & Professional
IllustratedYes
Table Of Content1: Introduction 2: Finding Advertising Keywords on Web Pages 3: Dealing with Short Text in Ads for Contextual Advertising 4: Handling the Short Search Query for Sponsored Search 5: Ad Quality and Spam 6: Ranking Retrieved Ads For Sponsored Search 7: Ranking Ads in Contextual Advertising 8: How much can Behavioral Targeting help Online Advertising? 9: Display Advertising and Real Time Bidding 10: Emerging topics in Computational Advertising 11: Resources 12: Summary and Concluding Remarks. Acknowledgements. References
SynopsisComputational Advertising (CA), popularly known as online advertising or Web advertising, refers to finding the most relevant ads matching a particular context on the Web. The context depends on the type of advertising and could mean the content where the ad is shown, the user who is viewing the ad, or the social network of the user. CA is a scientific sub-discipline at the intersection of information retrieval, statistical modeling, machine learning, optimization, large scale search, and text analysis. The core problem addressed in CA is of match-making between the ads and the context. Research in CA has evolved considerably over the last decade and a half and currently continues both in traditional areas such as vocabulary mismatch, query rewriting, and click prediction, and recently identified areas like user targeting, mobile advertising, and social advertising. Computational Advertising: Techniques for Targeting Relevant Ads focuses predominantly on the problems and solutions proposed in traditional areas while also looking briefly at the emerging areas in the latter half of the monograph. To facilitate future research, a discussion of available resources, a list of public benchmark datasets and a discussion on future research directions are provided in the concluding sections., Computational Advertising: Techniques for Targeting Relevant Ads surveys and discusses the problems and solutions pertaining to the information retrieval, machine learning and statistics domain of Computational Advertising.
