Hila Becker
Andrei Broder
Evgeniy Gabrilovich
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.
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Digital Library
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Index Terms
- Context transfer in search advertising
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