tailieunhanh - Báo cáo khoa học: "Introduction to Computational Advertising"

Web advertising is the primary driving force behind many Web activities, including Internet search as well as publishing of online content by third-party providers. Even though the notion of online advertising barely existed a decade ago, the topic is so complex that it attracts attention of a variety of established scientific disciplines, including computational linguistics, computer science, economics, psychology, and sociology, to name but a few. | Introduction to Computational Advertising Evgeniy Gabrilovich Vanja Josifovski Bo Pang Yahoo Research 701 First Avenue Sunnyvale CA 94085 USA gabr vanjaj bopang @ 1 Introduction Web advertising is the primary driving force behind many Web activities including Internet search as well as publishing of online content by third-party providers. Even though the notion of online advertising barely existed a decade ago the topic is so complex that it attracts attention of a variety of established scientific disciplines including computational linguistics computer science economics psychology and sociology to name but a few. Consequently a new discipline Computational Advertising has emerged which studies the process of advertising on the Internet from a variety of angles. A successful advertising campaign should be relevant to the immediate user s information need as well as more generally to user s background and personalized interest profile be economically worthwhile to the advertiser and the intermediaries . the search engine as well as be aesthetically pleasant and not detrimental to user experience. 2 Content Overview In this tutorial we focus on one important aspect of online advertising that is relevant to the ACL and HLT communities namely contextual relevance. There are two main scenarios for online advertising as advertisers might request to display their ads for a query submitted to a Web search engine or for a Web page that the user reads former scenario is called sponsored search since ads are matched to the Web search results and the latter content match as ads are matched to a larger amount of content. It is essential to emphasize that in both cases the context of user actions is defined by a body of text which could be quite short in the case of sponsored search or fairly long in the case of content match. Consequently the ad matching problem lends itself to many NLP methods but also poses numerous challenges and open research .