Algorithms for context advertising

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Tell me where to read about the algorithms used in the systems of contextual advertising? Primarily interested in algorithms determine the best ads for placement.
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Here this issue is addressed indirectly: www.computerra.ru/print/gid/273541/
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I think all the algorithms described in the references of these systems, the benefits of ad is equal to the ctr multiplied by the cost per click.
What is your strange questions.
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