Russian Federation
The paper considers reveals the concept of contextual advertising as an integral part of the Internet marketing complex. Studies of foreign authors devoted to the study of paid traffic - contextual advertising, classification and forecasting of performance indicators, such as the Click through Rate, the speed of display, the average position of the search results page on the search and the conversion rate, are presented; the nature of the interaction between the consumer, the publisher and the advertiser; the working principle of behavioral remarketing is defined.
targeted advertising, contextual advertising, Internet marketing, pay per click
1. Ling V.V. Kontekstnaya reklama kak instrument internet-marketinga // Ekonomika i predprinimatel'stvo. 2016. № 1-2. S. 962-965.
2. Novikova T.B. Imidzh i reklama v seti internet v obrazovatel'noy sfere //Mezhdunarodnyy zhurnal eksperimental'nogo obrazovaniya. 2016. № 12-3. S. 321-326.
3. Kovalenko A.E. Osobennosti funkcionirovaniya aukciona stavok v sisteme kontekstnoy reklamy Yandeks. Direkt: mehanizm Vikri-Klarka-Grovsa // Sovremennye nauchnye issledovaniya i innovacii. 2016. № 12. S. 819-827.
4. Babaev A. Kontekstnaya reklama: uchebnik. Izdatel'skiy dom" Piter", 2013.
5. Michael A. King, Alan S. Abrahams, Cliff T. Ragsdale, Ensemble learning methods for pay-per-click campaign management, Expert Systems with Applications, Volume 42, Issue 10, 2015, Pages 4818-4829, ISSN 0957-4174, http://dx.doi.org/10.1016/j.eswa.2015.01.047.
6. Javier Parra-Arnau, Pay-per-tracking: A collaborative masking model for web browsing, Information Sciences, Volume 385, 2017, Pages 96-124, ISSN 0020-0255, http://dx.doi.org/10.1016/j.ins.2016.12.036.
7. Lili Shan, Lei Lin, Chengjie Sun, Xiaolong Wang, Predicting ad click-through rates via feature-based fully coupled interaction tensor factorization, Electronic Commerce Research and Applications, Volume 16, 2016, Pages 30-42, ISSN 1567-4223, http://dx.doi.org/10.1016/j.elerap.2016.01.004.
8. RTB - Slovar' - SeoPult.Ru [Elektronnyy resurs] https://seopult.ru/library/RTB
9. Wei Wang, Linlin Yang, Yanjiao Chen, Qian Zhang, A privacy-aware framework for targeted advertising, Computer Networks, Volume 79, 2015, Pages 17-29, ISSN 1389-1286, http://dx.doi.org/10.1016/j.comnet.2014.12.017.
10. Lynne Pepall, Joseph Reiff, The “Veblen” effect, targeted advertising and consumer welfare, Economics Letters, Volume 145, 2016, Pages 218-220, ISSN 0165-1765, http://dx.doi.org/10.1016/j.econlet.2016.06.024
11. Heiko Karle, Martin Peitz, De-targeting: Advertising an assortment of products to loss-averse consumers, European Economic Review, Volume 95, 2017, Pages 103-124, ISSN 0014-2921, http://dx.doi.org/10.1016/j.euroecorev.2017.03.011.
12. Retargeting https://gravitec.net/blog/tag/retargeting/
13. Remarketing i retargeting http://www.seostop.ru/reklama/remarketing-i-retargeting.html
14. Servis OneTarget https://oneretarget.com/ru
