document: How much can behavioral targeting help online advertising ? Behavioral Targeting ( BT ) is a technique used by online advertisers to increase the effectiveness of their campaigns , and is playing an increasingly important role in the online advertising market . However , it is underexplored in academia when looking at how much BT can truly help online advertising in commercial search engines . To answer this question , in this paper we provide an empirical study on the click-through log of advertisements collected from a commercial search engine . From the comprehensively experiment results on the sponsored search log of the commercial search engine over a period of seven days , we can draw three important conclusions : ( 1 ) Users who clicked the same ad will truly have similar behaviors on the Web ; ( 2 ) Click-Through Rate ( CTR ) of an ad can be averagely improved as high as 670 % by properly segmenting users for behavioral targeted advertising in a sponsored search ; ( 3 ) Using the short term user behaviors to represent users is more effective than using the long term user behaviors for BT . The statistical t-test verifies that all conclusions drawn in the paper are statistically significant . To the best of our knowledge , this work is the first empirical study for BT on the click-through log of real world ads .
doc_bio_tags: O O O B I O B I O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O B I O O O O O O O O O O O O O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O