IEEE - Institute of Electrical and Electronics Engineers, Inc. - Keyword Generation for Sponsored Search Advertising: Balancing Coverage and Relevance

Author(s): Han Nie ; Yanwu Yang ; Daniel Zeng
Sponsor(s): IEEE Computer Society
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 September 2019
Volume: 34
Page(s): 14 - 24
ISSN (Electronic): 1941-1294
ISSN (Paper): 1541-1672
DOI: 10.1109/MIS.2019.2938881
Regular:

How to automatically generate a pool of keywords used by potential consumers is a challenging issue for advertisers in sponsored search advertising (SSA). Such a keyword pool serves as the base... View More

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