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  • Print publication year: 2020
  • Online publication date: March 2020

1 - Introduction and Motivation

from Part I - Introductory Topics for Everyone

Summary

In 2012, an employee working on Bing, Microsoft’s search engine, suggested changing how ad headlines display (Kohavi and Thomke 2017). The idea was to lengthen the title line of ads by combining it with the text from the first line below the title, as shown in Figure 1.1.

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