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Gopal et al., 2011 - Google Patents

Online keyword based advertising: Impact of ad impressions on own-channel and cross-channel click-through rates

Gopal et al., 2011

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Document ID
14694780667719692227
Author
Gopal R
Li X
Sankaranarayanan R
Publication year
Publication venue
Decision Support Systems

External Links

Snippet

Keyword-based ads are becoming the dominant form of advertising online as they enable customization and tailoring of messages relevant to potential consumers. Two prominent channels within this sphere are the search channel and the content channel. We empirically …
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