Advertiser-centric approach to understand user click behavior in sponsored search

SungChul Kim, Tao Qin, Hwanjo Yu, Tie-Yan Liu. Advertiser-centric approach to understand user click behavior in sponsored search. In Craig Macdonald, Iadh Ounis, Ian Ruthven, editors, Proceedings of the 20th ACM Conference on Information and Knowledge Management, CIKM 2011, Glasgow, United Kingdom, October 24-28, 2011. pages 2121-2124, ACM, 2011. [doi]

Abstract

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