title: |
Regional Analysis on Chinese Internet Ads with Click-Through Rates |
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publication: |
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part of series: |
Advances in Intelligent Systems Research | |
ISBN: |
978-90-78677-40-6 | |
ISSN: |
1951-6851 | |
DOI: |
doi:10.2991/icebi.2010.38 (how to use a DOI) | |
author(s): |
Wei Li, Qiang Wei, Yaoqiang Chen |
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publication date: |
December 2010 |
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keywords: |
E-business, Internet Ads,
Click-Through Rate, Regional Analysis |
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abstract: |
Internet Ads is one of the important forms
of E-business activities, due to its high
targeting, rich contents, flexible media as
well as high interactivity. Since the economy and Internet development of different regions in China are quite differentiated, the Internet Ads of different regions have significant regional characteristics. Based on the real log data from a
Chinese Internet Ads intermediate, this
paper empirically analyzes the differences and characteristics of Internet Ads of
China¡¯s regions with the Click-Through
Rates. Moreover, this paper proposes
some suggestions for decision supporting
Chinese Internet Ads players, i.e., websites, intermediates and advertisers, from
a managerial perspective. |
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copyright: |
©
Atlantis Press. This article is distributed under the
terms of the Creative Commons Attribution License, which permits
non-commercial use, distribution and reproduction in any medium,
provided the original work is properly cited. |
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full text: |