Context transfer in search advertising
Hila Becker, Andrei Broder, Evgeniy Gabrilovich, Vanja Josifovski, Bo Pang · 2009
We define and study the process of context transfer in search advertising, which is the transition of a user from the context of Web search to the context of the landing page that follows an ad-click. We conclude that in the vast majority of cases, the user is shown one of three types of pages, which can be accurately distinguished using automatic text classification.