Encyclopedia of Database Systems

2018 Edition
| Editors: Ling Liu, M. Tamer Özsu

Web Advertising

  • Vanja Josifovski
  • Andrei Broder
Reference work entry
DOI: https://doi.org/10.1007/978-1-4614-8265-9_455

Synonyms

Contextual advertising; Online advertising; Search advertising

Definition

Web advertising aims to place relevant ads on web pages. As in traditional advertising, most of the advertising on the web can be divided into brand advertising and direct advertising. In the majority of cases, brand advertising is achieved by banners – images or multimedia ads placed on the web page. As opposed to traditional brand advertising, on the web the user can interact with the ad and follow the link to a website of advertisers choice. Direct advertising is mostly in the form of short textual ads on the side of the search engine result pages and other web pages. Finally, the web allows for other types of advertising that are hybrids and cross into other media, such as video advertising, virtual worlds advertising, etc. Web advertising systems are built by implementing information retrieval, machine learning, and statistical techniques in a scalable, low-latency computing platform capable of...

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Copyright information

© Springer Science+Business Media, LLC, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Uppsala UniversityUppsalaSweden
  2. 2.Yahoo! ResearchSanta ClaraUSA

Section editors and affiliations

  • Cong Yu
    • 1
  1. 1.Google ResearchNew YorkUSA