A Survey of Search Advertising
نویسنده
چکیده
In last decade, yearly revenue from online advertising has soared from a moderate US$907 million to a whooping US$16.9 billion and the driving force behind this huge leap is found to be search advertising. Forecasts suggest that this trend will continue in coming years through the innovation of new types of search-related advertising. This rapidly burgeoning industry involves complex business models and sophisticated technologies. In this paper, we summarize the key concepts of search advertising and identify information retrieval interests in this topic. The aim of our work is to provide a basis to build upon and further consolidate search advertising, so that the current positive trend of growth can be sustained.
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