In sponsored search advertising (SSA), keywords serve as the basic unit of business model,
linking three stakeholders: consumers, advertisers and search engines. This paper presents …

The (unheralded) first step in many applications of automated text analysis involves
selecting keywords to choose documents from a large text corpus for further study. Although …

With the increasing adoption of cloud computing, a growing number of users outsource their
datasets into cloud. The datasets usually are encrypted before outsourcing to preserve the …

With the increasing adoption of cloud computing, a growing number of users outsource their
datasets to cloud. To preserve privacy, the datasets are usually encrypted before …

Das vorliegende Lehrbuch soll–wie der Untertitel es ausdrückt–in das Fachgebiet
‚Electronic Commerce und Online-Marketing 'einführen. Es setzt daher keine spezifischen …

Service computing promotes a large number of web-delivered services, including web
services, APIs and data feeds. Composing data, functionalities and even UI from these web …

This paper investigates the possibility that television advertising influences online search
using the AOL search dataset. It uses a novel keyword mining technique to classify …

Purpose–The study contributes to our understanding of search engine advertising in two
main ways. Firstly, we analyze the comparative effectiveness of its campaign parameters …

This study has proposed a topic based competitive keywords suggestion method called TCK
to enhance search engine advertising. On the basis of query logs, the method explores the …

In sponsored search advertising, advertisers need to make a series of keyword decisions.
Grouping these keywords to form several adgroups within a campaign is a challenging task …