user- Query log data for ad targeting A WWW2006 paper out of Microsoft Research, "Finding Advertising Keywords on Web Pages" (PDF), claims that query log data i...Query log data for ad targeting A WWW2006 paper out of Microsoft Research, "Finding Advertising Keywords on Web Pages" (PDF), claims that query log data is particularly useful for ad targeting. Specifically, the researchers extracted from MSN query logs the keywords some people used to find a given page. They tested using that as one of many features for ad targeting. In their results, it was one of the most effective features. Very interesting. It has always been harder to target ads to content than to search results because intent is much less clear. By using the query log data in this way, the researchers were effectively using the intent of the searchers that arrived at the page as a proxy for the intent of everyone who arrived at the page.
- Datenbank-Spektrum 10(1):15--24 (June 2010)
- Advances in Information Retrieval, 30th European Conference on IR Research, ECIR 2008, 4956, page 101-113. Springer, (2008)
- page 50-57. (August 2008)
- KDD '07: Proceedings of the 13th ACM SIGKDD international conference on Knowledge discovery and data mining, page 76--85. New York, NY, USA, ACM, (2007)
- WWW '06: Proceedings of the 15th international conference on World Wide Web, page 543--552. New York, NY, USA, ACM Press, (2006)
- SIGIR '08: Proceedings of the 31st annual international ACM SIGIR conference on Research and development in information retrieval, page 523--530. New York, NY, USA, ACM, (2008)
- String Processing and Information Retrieval (2006)
- Proceedings of the Second International Conference on Weblogs and Social MediaICWSM 2008, AAAI Press, (2008)
- Knowl. Eng. Rev. 18(2):95--145 (2003)
- Journal of the American Society for Information Science 42(5):378-383 (1991)
- CIKM '05: Proceedings of the 14th ACM international conference on Information and knowledge management, page 696--703. New York, NY, USA, ACM Press, (2005)
