{"id":"https://openalex.org/W2110417303","doi":"https://doi.org/10.1145/1557019.1557161","title":"Predicting bounce rates in sponsored search advertisements","display_name":"Predicting bounce rates in sponsored search advertisements","publication_year":2009,"publication_date":"2009-06-28","ids":{"openalex":"https://openalex.org/W2110417303","doi":"https://doi.org/10.1145/1557019.1557161","mag":"2110417303"},"language":"en","primary_location":{"id":"doi:10.1145/1557019.1557161","is_oa":false,"landing_page_url":"https://doi.org/10.1145/1557019.1557161","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining","raw_type":"proceedings-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5055928795","display_name":"D. Sculley","orcid":null},"institutions":[{"id":"https://openalex.org/I1291425158","display_name":"Google (United States)","ror":"https://ror.org/00njsd438","country_code":"US","type":"company","lineage":["https://openalex.org/I1291425158","https://openalex.org/I4210128969"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"D. Sculley","raw_affiliation_strings":["Google, Inc., Pittsburgh, PA, USA","[Google Inc., Pittsburgh, PA, USA]"],"affiliations":[{"raw_affiliation_string":"Google, Inc., Pittsburgh, PA, USA","institution_ids":["https://openalex.org/I1291425158"]},{"raw_affiliation_string":"[Google Inc., Pittsburgh, PA, USA]","institution_ids":["https://openalex.org/I1291425158"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5102146143","display_name":"Robert G. Malkin","orcid":null},"institutions":[{"id":"https://openalex.org/I1291425158","display_name":"Google (United States)","ror":"https://ror.org/00njsd438","country_code":"US","type":"company","lineage":["https://openalex.org/I1291425158","https://openalex.org/I4210128969"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Robert G. Malkin","raw_affiliation_strings":["Google, Inc., Pittsburgh, PA, USA","[Google Inc., Pittsburgh, PA, USA]"],"affiliations":[{"raw_affiliation_string":"Google, Inc., Pittsburgh, PA, USA","institution_ids":["https://openalex.org/I1291425158"]},{"raw_affiliation_string":"[Google Inc., Pittsburgh, PA, USA]","institution_ids":["https://openalex.org/I1291425158"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5112572279","display_name":"Sugato Basu","orcid":null},"institutions":[{"id":"https://openalex.org/I1291425158","display_name":"Google (United States)","ror":"https://ror.org/00njsd438","country_code":"US","type":"company","lineage":["https://openalex.org/I1291425158","https://openalex.org/I4210128969"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Sugato Basu","raw_affiliation_strings":["Google, Inc., Mountain View, CA, USA"],"affiliations":[{"raw_affiliation_string":"Google, Inc., Mountain View, CA, USA","institution_ids":["https://openalex.org/I1291425158"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5054819515","display_name":"Roberto J. Bayardo","orcid":null},"institutions":[{"id":"https://openalex.org/I1291425158","display_name":"Google (United States)","ror":"https://ror.org/00njsd438","country_code":"US","type":"company","lineage":["https://openalex.org/I1291425158","https://openalex.org/I4210128969"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Roberto J. Bayardo","raw_affiliation_strings":["Google, Inc., Mountain View, CA, USA"],"affiliations":[{"raw_affiliation_string":"Google, Inc., Mountain View, CA, USA","institution_ids":["https://openalex.org/I1291425158"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":4,"corresponding_author_ids":["https://openalex.org/A5055928795"],"corresponding_institution_ids":["https://openalex.org/I1291425158"],"apc_list":null,"apc_paid":null,"fwci":27.8906,"has_fulltext":false,"cited_by_count":119,"citation_normalized_percentile":{"value":0.99475347,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":94,"max":100},"biblio":{"volume":null,"issue":null,"first_page":"1325","last_page":"1334"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10203","display_name":"Recommender Systems and Techniques","score":0.994700014591217,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T10203","display_name":"Recommender Systems and Techniques","score":0.994700014591217,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T12016","display_name":"Web Data Mining and Analysis","score":0.9934999942779541,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10824","display_name":"Image Retrieval and Classification Techniques","score":0.9922999739646912,"subfield":{"id":"https://openalex.org/subfields/1707","display_name":"Computer Vision and Pattern Recognition"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/click-through-rate","display_name":"Click-through rate","score":0.7803014516830444},{"id":"https://openalex.org/keywords/leverage","display_name":"Leverage (statistics)","score":0.7122732400894165},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.6370190978050232},{"id":"https://openalex.org/keywords/search-advertising","display_name":"Search advertising","score":0.6169338226318359},{"id":"https://openalex.org/keywords/search-engine","display_name":"Search engine","score":0.5896828770637512},{"id":"https://openalex.org/keywords/quality","display_name":"Quality (philosophy)","score":0.5554429888725281},{"id":"https://openalex.org/keywords/measure","display_name":"Measure (data warehouse)","score":0.5417613983154297},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.43241679668426514},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.42654484510421753},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.33433830738067627},{"id":"https://openalex.org/keywords/information-retrieval","display_name":"Information retrieval","score":0.33084923028945923},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.20660436153411865},{"id":"https://openalex.org/keywords/data-mining","display_name":"Data mining","score":0.15934577584266663},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.12617585062980652},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.10620930790901184}],"concepts":[{"id":"https://openalex.org/C115174607","wikidata":"https://www.wikidata.org/wiki/Q1100934","display_name":"Click-through rate","level":2,"score":0.7803014516830444},{"id":"https://openalex.org/C153083717","wikidata":"https://www.wikidata.org/wiki/Q6535263","display_name":"Leverage (statistics)","level":2,"score":0.7122732400894165},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6370190978050232},{"id":"https://openalex.org/C187687199","wikidata":"https://www.wikidata.org/wiki/Q844880","display_name":"Search advertising","level":4,"score":0.6169338226318359},{"id":"https://openalex.org/C97854310","wikidata":"https://www.wikidata.org/wiki/Q19541","display_name":"Search engine","level":2,"score":0.5896828770637512},{"id":"https://openalex.org/C2779530757","wikidata":"https://www.wikidata.org/wiki/Q1207505","display_name":"Quality (philosophy)","level":2,"score":0.5554429888725281},{"id":"https://openalex.org/C2780009758","wikidata":"https://www.wikidata.org/wiki/Q6804172","display_name":"Measure (data warehouse)","level":2,"score":0.5417613983154297},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.43241679668426514},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.42654484510421753},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.33433830738067627},{"id":"https://openalex.org/C23123220","wikidata":"https://www.wikidata.org/wiki/Q816826","display_name":"Information retrieval","level":1,"score":0.33084923028945923},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.20660436153411865},{"id":"https://openalex.org/C124101348","wikidata":"https://www.wikidata.org/wiki/Q172491","display_name":"Data mining","level":1,"score":0.15934577584266663},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.12617585062980652},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.10620930790901184},{"id":"https://openalex.org/C111472728","wikidata":"https://www.wikidata.org/wiki/Q9471","display_name":"Epistemology","level":1,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0}],"mesh":[],"locations_count":5,"locations":[{"id":"doi:10.1145/1557019.1557161","is_oa":false,"landing_page_url":"https://doi.org/10.1145/1557019.1557161","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining","raw_type":"proceedings-article"},{"id":"pmh:oai:CiteSeerX.psu:10.1.1.149.5570","is_oa":false,"landing_page_url":"http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.149.5570","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"http://www.bayardo.org/ps/kdd2009.pdf","raw_type":"text"},{"id":"pmh:oai:CiteSeerX.psu:10.1.1.152.1493","is_oa":false,"landing_page_url":"http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.152.1493","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"http://www.eecs.tufts.edu/~dsculley/papers/bounce-rate-paper.pdf","raw_type":"text"},{"id":"pmh:oai:CiteSeerX.psu:10.1.1.308.3288","is_oa":false,"landing_page_url":"http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.308.3288","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"http://static.googleusercontent.com/external_content/untrusted_dlcp/research.google.com/en/us/pubs/archive/35251.pdf","raw_type":"text"},{"id":"pmh:oai:CiteSeerX.psu:10.1.1.321.2615","is_oa":false,"landing_page_url":"http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.321.2615","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"http://www.cc.gatech.edu/~zha/CSE8801/ad/p1325-sculley.pdf","raw_type":"text"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":35,"referenced_works":["https://openalex.org/W1506806321","https://openalex.org/W1540550673","https://openalex.org/W1549656520","https://openalex.org/W1560724230","https://openalex.org/W1601795611","https://openalex.org/W1604792744","https://openalex.org/W1618905105","https://openalex.org/W1663973292","https://openalex.org/W1967766192","https://openalex.org/W2009892466","https://openalex.org/W2012852390","https://openalex.org/W2029328628","https://openalex.org/W2048679005","https://openalex.org/W2051434435","https://openalex.org/W2056705371","https://openalex.org/W2058473041","https://openalex.org/W2063918473","https://openalex.org/W2073448073","https://openalex.org/W2090883204","https://openalex.org/W2099391294","https://openalex.org/W2116163449","https://openalex.org/W2117423367","https://openalex.org/W2123198781","https://openalex.org/W2125771191","https://openalex.org/W2125993116","https://openalex.org/W2139432235","https://openalex.org/W2142623206","https://openalex.org/W2147152072","https://openalex.org/W2152314154","https://openalex.org/W2156160882","https://openalex.org/W2158807713","https://openalex.org/W2531891978","https://openalex.org/W4302033506","https://openalex.org/W6629510986","https://openalex.org/W7058071925"],"related_works":["https://openalex.org/W3121555120","https://openalex.org/W2334894004","https://openalex.org/W2106728444","https://openalex.org/W2017354365","https://openalex.org/W7874632","https://openalex.org/W2591602503","https://openalex.org/W2182236941","https://openalex.org/W2189445406","https://openalex.org/W2162862818","https://openalex.org/W2121589321"],"abstract_inverted_index":{"This":[0],"paper":[1],"explores":[2],"an":[3,21,84],"important":[4],"and":[5,57,113,120,150],"relatively":[6],"unstudied":[7],"quality":[8,121],"measure":[9,86],"of":[10,20,30,87,104,122],"a":[11,65],"sponsored":[12],"search":[13,59,114],"advertisement:":[14],"bounce":[15,18,47,81,98],"rate.":[16],"The":[17],"rate":[19,48,82,99],"ad":[22,36,143],"can":[23,49,95],"be":[24,63],"informally":[25],"defined":[26],"as":[27],"the":[28,35,69,93,102,105,118],"fraction":[29],"users":[31,61],"who":[32],"click":[33],"on":[34,41,55],"but":[37],"almost":[38],"immediately":[39],"move":[40],"to":[42,51,116,131,147],"other":[43],"tasks.":[44],"A":[45],"high":[46],"lead":[50],"poor":[52,66],"advertiser":[53],"return":[54],"investment,":[56],"suggests":[58],"engine":[60],"may":[62],"having":[64],"experience":[67],"following":[68],"click.":[70],"In":[71],"this":[72,132],"paper,":[73],"we":[74,96],"first":[75],"provide":[76],"quantitative":[77],"analysis":[78],"showing":[79],"that":[80,138],"is":[83],"effective":[85],"user":[88],"satisfaction.":[89],"We":[90,128],"then":[91],"address":[92],"question,":[94],"predict":[97,117],"by":[100],"analyzing":[101],"features":[103,140],"advertisement?":[106],"An":[107],"affirmative":[108],"answer":[109],"would":[110],"allow":[111],"advertisers":[112],"engines":[115],"effectiveness":[119],"advertisements":[123],"before":[124],"they":[125],"are":[126],"shown.":[127],"propose":[129],"solutions":[130],"problem":[133],"involving":[134],"large-scale":[135],"learning":[136],"methods":[137],"leverage":[139],"drawn":[141],"from":[142],"creatives":[144],"in":[145],"addition":[146],"their":[148],"keywords":[149],"landing":[151],"pages.":[152]},"counts_by_year":[{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":2},{"year":2021,"cited_by_count":9},{"year":2020,"cited_by_count":3},{"year":2019,"cited_by_count":8},{"year":2018,"cited_by_count":12},{"year":2017,"cited_by_count":6},{"year":2016,"cited_by_count":3},{"year":2015,"cited_by_count":14},{"year":2014,"cited_by_count":10},{"year":2013,"cited_by_count":9},{"year":2012,"cited_by_count":7}],"updated_date":"2026-04-04T16:13:02.066488","created_date":"2025-10-10T00:00:00"}
