London: A new tool examines the cursor behaviour of search-engine users to decide if they are shopping or merely surfing.
Eugene Agichtein and Qi Guo at Emory University in Atlanta, Georgia, has said that websites like Google commonly display sponsored results above the actual ones, which can be annoying for someone who's not shopping,
They created a web browser add-on that tracks the cursor, and found that the data could help to distinguish between a "browsing" and "shopping" search session over 96% of the time. "As the session progresses, our system would be able to make increasingly accurate predictions of intent," New Scientist quoted Agichtein as saying.
One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. The emerging area of interactive advertising presents fresh challenges for advertisers.
Another benefit is the efficiency of advertiser's investment. Online advertising allows for the customisation of advertiser's including content and posted web sites
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