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Online Advertising in Social Networks

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Handbook of Social Network Technologies and Applications

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Abstract

Online social networks offer opportunities to analyze user behavior and social connectivity and leverage resulting insights for effective online advertising. This chapter focuses on the role of social network information in online display advertising.

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Notes

  1. 1.

    C5.0 is a commercial version of C4.5. For enhancements in C5.0 see [2].

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Acknowledgments

We thank Duncan Watts, Sharad Goel, Jignashu Parikh, Narayan Bhamidipati, and Sergei Matsuevich for numerous enlightening discussions and help with data.

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Authors and Affiliations

  1. Yahoo! Labs, Santa Clara, CA, USA

    Rajesh Parekh

Authors
  1. Abraham Bagherjeiran
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  2. Rushi P. Bhatt
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  3. Rajesh Parekh
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  4. Vineet Chaoji
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Corresponding author

Correspondence to Rajesh Parekh .

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Editors and Affiliations

  1. Dept. of Comp. & Elect. Engin. and, Florida Atlantic University, Glades Road 777, Boca Raton, 33431, Florida, USA

    Borko Furht

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Bagherjeiran, A., Bhatt, R.P., Parekh, R., Chaoji, V. (2010). Online Advertising in Social Networks. In: Furht, B. (eds) Handbook of Social Network Technologies and Applications. Springer, New York, NY. https://doi.org/10.1007/978-1-4419-7142-5_30

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  • DOI: https://doi.org/10.1007/978-1-4419-7142-5_30

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