chapter  Chapter 2
14 Pages

Basis for Computational Advertising

WithLiu Peng, Wang Chao

The billing demand of advertising has given rise to the demand for third-party monitoring. To be specific, the billing methods are related to the ways through which the supply and the demand divide their labor to estimate click through rate and click value, and finally optimize the resource allocation of the entire market. A thorough understanding of the common billing methods will enable readers to grasp the core problems about computational advertising and evaluate the difficulty of each problem under certain circumstances. Technology and computation oriented. The unique features of digital media have enabled online advertising to implement sophisticated audience targeting while the computing technology has made advertising decisions and transaction computationally driven. In addition to the subject of computational advertising, Andrei Broder also presented the core challenge to the corresponding studies: “find the best match between a given user in a given context and a suitable advertisement”.