creators_name: Yan, Jun
creators_name: Liu, Ning
creators_name: Wang, Gang
creators_name: Zhang, Wen
creators_name: Jiang, Yun
creators_name: Chen, Zheng
type: conference_item
datestamp: 2009-04-06 19:09:02
lastmod: 2009-04-07 14:02:17
metadata_visibility: show
title: How Much Can Behavioral Targeting Help Online Advertising?
ispublished: pub
full_text_status: public
pres_type: paper
abstract: 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
pagerange: 261-261
event_title: 18th International World Wide Web Conference
event_location: Madrid, Spain
event_dates: April 20th-24th, 2009
event_type: conference
refereed: TRUE
citation: 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.
document_url: http://www2009.eprints.org/27/1/p261.pdf