Context transfer in search advertising

ABSTRACT

We define and study the process of context transfer in search advertising, which is the transition of a user from the context of Web search to the context of the landing page that follows an ad-click. We conclude that in the vast majority of cases, the user is shown one of three types of pages, which can be accurately distinguished using automatic text classification.

REFERENCES

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INDEX TERMS

Primary Classification:
  H. Information Systems
  H.3 INFORMATION STORAGE AND RETRIEVAL
      H.3.m Miscellaneous

General Terms:
Experimentation, Measurement

Keywords:
landing page taxonomy, online advertising