title: How Much Can Behavioral Targeting Help Online Advertising?
creator: Yan, Jun
creator: Liu, Ning
creator: Wang, Gang
creator: Zhang, Wen
creator: Jiang, Yun
creator: Chen, Zheng
description: Behavioral Targeting (BT) is a technique used by online  advertisers to increase the effectiveness of their campaigns, and is  playing an increasingly important role in the online advertising  market. However, it is underexplored in academia how much BT  can truly help online advertising in search engines. In this paper  we provide an empirical study on the click-through log of  advertisements collected from a commercial search engine. From  the experiment results over a period of seven days, we draw three  important conclusions: (1) Users who clicked the same ad will  truly have similar behaviors on the Web; (2) Click-Through Rate  (CTR) of an ad can be averagely improved as high as 670% by  properly segmenting users for behavioral targeted advertising in a  sponsored search; (3) Using short term user behaviors to represent  users is more effective than using long term user behaviors for BT.  We conducted statistical t-test which verified that all conclusions  drawn in the paper are statistically significant. To the best of our  knowledge, this work is the first empirical study for BT on the  click-through log of real world ads.  
date: 2009-04
type: Conference or Workshop Item
type: PeerReviewed
format: application/pdf
identifier: http://www2009.eprints.org/27/1/p261.pdf
identifier: Yan, Jun <http://www2009.eprints.org/view/author/Yan=3AJun=3A=3A.html> and Liu, Ning <http://www2009.eprints.org/view/author/Liu=3ANing=3A=3A.html> and Wang, Gang <http://www2009.eprints.org/view/author/Wang=3AGang=3A=3A.html> and Zhang, Wen <http://www2009.eprints.org/view/author/Zhang=3AWen=3A=3A.html> and Jiang, Yun <http://www2009.eprints.org/view/author/Jiang=3AYun=3A=3A.html> and Chen, Zheng <http://www2009.eprints.org/view/author/Chen=3AZheng=3A=3A.html> (2009) How Much Can Behavioral Targeting Help Online Advertising? In: 18th International World Wide Web Conference, April 20th-24th, 2009, Madrid, Spain.
relation: http://www2009.eprints.org/27/