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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.
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Short statements of Lutz Heuser, SAP Corporate Research concerning future directions of the internet, including the focus on the service industry, the thoughts are brought by the ICT conference
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D. Benz, B. Krause, G. Kumar, A. Hotho, and G. Stumme. Proceedings of the 1st Workshop on Explorative Analytics of Information Networks (EIN2009), Bled, Slovenia, (September 2009)
B. Krause, R. Jäschke, A. Hotho, and G. Stumme. HT '08: Proceedings of the Nineteenth ACM Conference on Hypertext and Hypermedia, page 157--166. New York, NY, USA, ACM, (2008)
B. Krause, A. Hotho, and G. Stumme. Advances in Information Retrieval, 30th European Conference on IR Research, ECIR 2008, 4956, page 101-113. Springer, (2008)
R. Baeza-Yates, and A. Tiberi. 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)description = Extracting semantic relations from query logs,
location = San Jose, California, USA,
isbn = 978-1-59593-609-7,
doi = http://doi.acm.org/10.1145/1281192.1281204.
E. Host, and B. Ostvold. SCAM '07: Proceedings of the Seventh IEEE International Working Conference on Source Code Analysis and Manipulation, page 193--202. Washington, DC, USA, IEEE Computer Society, (2007)