2011•Unpublished venueRequires access

Introduction to display advertising

Andrei Broder, Vanja Josifovski, Jayavel Shanmugasundaram

Abstract

Display advertising is one of the two major advertising channels on the web (in addition to search advertising). Display advertising on the Web is usually done by graphical ads placed on the publishers' Web pages. There is no explicit user query, and the ad selection is performed based on the page where the ad is placed (contextual targeting) or user's past activities (behavioral targeting). In both cases, sophisticated text analysis and learning algorithms are needed to provide relevant ads to the user. In this tutorial we will overview the display advertising marketplace, and technologies that power the display advertising platforms.

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Key concepts: Display advertising, Contextual advertising, Computer science, Online advertising, Search advertising, World Wide Web, Web page, Selection (genetic algorithm)