Advanced Topics in Information Retrieval

Volume 33 of the series The Information Retrieval Series pp 209-237

Digital Advertising: An Information Scientist’s Perspective

  • James G. ShanahanAffiliated withIndependent Consultant Email author 
  • , Goutham KurraAffiliated withTurn Inc.

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Digital online advertising is a form of promotion that uses the Internet and Web for the express purpose of delivering marketing messages to attract customers. Examples of online advertising include text ads that appear on search engine results pages, banner ads, in-text ads, or Rich Media ads that appear on regular web pages, portals, or applications. Over the past 15 years online advertising, a $65 billion industry worldwide in 2009, has been pivotal to the success of the Web. That being said, the field of advertising has been equally revolutionized by the Internet, Web, and more recently, by the emergence of the social web, and mobile devices. This success has arisen largely from the transformation of the advertising industry from a low-tech, human intensive, “Mad Men” way of doing work to highly optimized, quantitative, mathematical, computer- and data-centric processes that enable highly targeted, personalized, performance-based advertising. This chapter provides a clear and detailed overview of the technologies and business models that are transforming the field of online advertising primarily from statistical machine learning and information science perspectives.