Computational Advertising (CA), popularly known as online advertising or Web advertising, refers to finding the most relevant ads matching a particular context on the Web. The context depends on the type of advertising and could mean the content where the ad is shown, the user who is viewing the ad, or the social network of the user. CA is a scientific sub-discipline at the intersection of information retrieval, statistical modeling, machine learning, optimization, large scale search, and text analysis. The core problem addressed in CA is of match-making between the ads and the context....