Predicting the click-through rate of an advertisement is a critical component of online advertising platforms. In sponsored search, the click-through rate estimates the probability that a displayed advertisement is clicked by a user after she submits a query to the search engine. Commercial search engines typically rel…
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48 results for “search advertising”
Advertisement (abbreviated ad) options are a recent development in online advertising. Simply, an ad option is a first look contract in which a publisher or search engine grants an advertiser a right but not obligation to enter into transactions to purchase impressions or clicks from a specific ad slot at a pre-specifi…
Beyond Keywords and Relevance: A Personalized Ad Retrieval Framework in E-Commerce Sponsored Searchcs.IR
On most sponsored search platforms, advertisers bid on some keywords for their advertisements (ads). Given a search request, ad retrieval module rewrites the query into bidding keywords, and uses these keywords as keys to select Top N ads through inverted indexes. In this way, an ad will not be retrieved even if querie…
Practical Constrained Optimization of Auction Mechanisms in E-Commerce Sponsored Search Advertisingcs.GT
Optimizes auction mechanisms in e-commerce search ads to balance revenue and user experience.
problem Optimizing auction mechanisms in e-commerce search ads while maintaining quality users and ROI.
method Developed a practical convex optimization formulation and auction simulation system to estimate business indicators.
result Proper entropy regularization can maximize revenue while constraining other business indicators.
Optimizes revenue and performance goals in e-commerce advertising with budget constraints.
problem Maximizing revenue and satisfying multiple performance goals in e-commerce advertising systems.
method Linear programming approach to optimize revenue and performance goals simultaneously.
result Our algorithm improves campaign performance and platform revenue effectively.
XR improves search advertising relevance predictions.
problem Accurately predicting relevance of millions of search labels.
method eXtreme Regression (XR) with new evaluation metrics and XReg algorithm.
result XReg outperforms state-of-the-art methods by up to 50% in XR error metric.
Unified framework for online learning in click prediction for search ads.
problem Model staleness leading to accuracy and calibration degradation over time.
method Two paradigms of Batch Online Learning: early stopping and proximal regularization.
result Two OL schemes are closely related and can be traded-off between new and historical data.
Proposes DHEB model for predicting online ad performance.
problem Sparse data at individual unit level in online advertising.
method Dynamic Hierarchical Empirical Bayesian (DHEB) model with data-driven hierarchy and shrinkage-based estimations.
result Proposed method outperforms other models in accuracy and efficiency.
Study online ranking in non-stationary environments with abrupt preference changes.
problem Online learning to rank in a non-stationary cascade model where user preferences change abruptly.
method Cascading non-stationary bandits, proposing CascadeDUCB and CascadeSWUCB algorithms.
result Upper and lower bounds on regret for cascading non-stationary bandits algorithms.
Efficiently identifies promising hyperparameters for online learning models.
problem Expensive hyperparameter search for non-stationary model training.
method Two-stage approach: efficient configuration identification followed by full training.
result Up to 10x reduction in hyperparameter search cost on public benchmark.
This paper optimizes ad bids and daily budgets for multiple campaigns in pay-per-click advertising.
problem Optimizing ad bids and daily budgets for multiple campaigns in pay-per-click advertising.
method Formulated as a combinatorial semi-bandit problem, solved using Gaussian Processes and four algorithms.
result Regret upper bounded as O(sqrt{T}), where T is the time horizon.
Optimizes e-commerce traffic sales by incorporating hidden costs into auction mechanisms.
problem Hidden costs from unexpected advertising items in search results.
method Dynamic reserve price design with distributed solving algorithm.
result Ensures a balanced relationship between revenue and user experience.
Enhanced ad event prediction boosts performance.
problem Improving ad performance metrics like CTR and CVR.
method New feature engineering approach for ad event prediction.
result Significantly outperforms alternative prediction algorithms.
SIM models user interests from long sequential behavior data, improving click-through rate prediction.
problem Challenges in capturing user interests with long user behavior sequences.
method SIM uses a cascaded search paradigm with two units: General Search Unit and Exact Search Unit.
result SIM achieves significant CTR and RPM lifts in Alibaba's display advertising system.
DNAMTA model improves media channel attribution accuracy.
problem Measuring the impact of each advertising channel in multi-channel marketing.
method Deep Neural Net with Attention (DNAMTA) model for multi-touch attribution.
result DNAMTA model outperforms existing methods in conversion prediction and media influence evaluation.
This paper improves keyword recommendation for sponsored search using deep reinforcement learning.
problem Selecting keywords from given candidates considering internal and external competitions.
method Solves the combinatorial optimization problem of keyword recommendations with a modified pointer network structure trained in a deep reinforcement learning framework.
result Remarkable improvements in performance observed both offline and online.
DSPN predicts advertiser satisfaction and intent for e-commerce platforms.
problem Understanding advertiser intent and satisfaction for e-commerce platforms.
method Two-stage Deep Satisfaction Prediction Network (DSPN) that models intent and satisfaction.
result DSPN outperforms state-of-the-art baselines and predicts advertiser satisfaction accurately.
In this paper, we apply neural networks into digital marketing world for the purpose of better targeting the potential customers. To do so, we model the customer online behaviours using dedicated neural network architectures. Starting from user searched keywords in a search engine to the landing page and different foll…
The ability to perform effective off-policy learning would revolutionize the process of building better interactive systems, such as search engines and recommendation systems for e-commerce, computational advertising and news. Recent approaches for off-policy evaluation and learning in these settings appear promising. …
New method for causal inference in RTB advertising auctions.
problem Measuring the effectiveness of online advertising in RTB systems.
method Adapted Thompson sampling algorithm for causal inference.
result The method outperforms existing methods in estimating advertising effects.
Paper addresses selection bias in online advertising auctions.
problem Selection bias affects auction truthfulness and advertiser profits.
method Theoretical analysis combined with multi-task learning.
result Selection bias can be significantly reduced using multi-task learning.
Study estimates long-term effects of online advertising mechanisms on user behavior and revenue.
problem Estimating long-term treatment effects in online advertising systems.
method Modeling treatment effects as a stopped random walk, using experimental design, and statistical methods.
result Confidence intervals for long-term treatment effects constructed using statistical techniques.
Study optimal bidding strategies for digital ads targeting purchases and health campaigns.
problem Optimizing advertising strategies in digital channels.
method Continuous-time models encoding user behavior and auction mechanisms, semi-explicit formulas for optimal bidding.
result Semi-explicit formulas for optimal value and bidding policy for different types of advertising.
Optimizes RTB campaigns by selecting user profiles and website configurations.
problem Maximizing impressions and profitability in RTB campaigns.
method Optimizes user profiles and website configurations, combines with other strategies.
result As the required number of visits increases, average profitability decreases.
Taobao, as the largest online retail platform in the world, provides billions of online display advertising impressions for millions of advertisers every day. For commercial purposes, the advertisers bid for specific spots and target crowds to compete for business traffic. The platform chooses the most suitable ads to …
Scalable model for slate recommendation learns reward probabilities.
problem Scalable personalized slate recommendation in large action spaces.
method Probabilistic Rank and Reward (PRR) model combining reward, interaction, and rank.
result PRR outperforms existing methods and is scalable to large action spaces.
New model uses symmetries and scaling laws to predict consumer advertising response.
problem Understanding consumer response to advertising efforts.
method Introduces a physics-based mathematical model to describe consumer response dynamics.
result The model better captures nonlinearities in advertising effects and provides new parameters for audience engagement.
This paper optimizes multi-channel sequential advertising to maximize cumulative revenue.
problem Maximizing cumulative revenue in multi-channel sequential advertising under a budget constraint.
method Formulated as a dynamic knapsack problem, proposed a bilevel optimization framework with action space reduction.
result Significantly improved cumulative revenue compared to state-of-the-art baselines.
The problem of detecting terms that can be interesting to the advertiser is considered. If a company has already bought some advertising terms which describe certain services, it is reasonable to find out the terms bought by competing companies. A part of them can be recommended as future advertising terms to the compa…
Online advertisement is the main source of revenue for Internet business. Advertisers are typically ranked according to a score that takes into account their bids and potential click-through rates(eCTR). Generally, the likelihood that a user clicks on an ad is often modeled by optimizing for the click through rates rat…
Real-time advertising allows advertisers to bid for each impression for a visiting user. To optimize specific goals such as maximizing revenue and return on investment (ROI) led by ad placements, advertisers not only need to estimate the relevance between the ads and user's interests, but most importantly require a str…
Advertising effects in Sznajd marketing modelcond-mat.stat-mech
The traditional Sznajd model, as well as its Ochrombel simplification for opinion spreading, are applied to marketing with the help of advertising. The larger the lattice is the smaller is the amount of advertising needed to convince the whole market
The paper models user-advertiser interactions using point processes.
problem Causal inference problems in user-advertiser interaction.
method Temporal marked point processes and neural point processes.
result Neural point processes as practical solutions.
The paper explores how to measure and optimize ad reach while maintaining user privacy.
problem Measuring ad reach while preserving user privacy in online advertising.
method Introduces -anonymity and probabilistic discounting for frequency capping.
result Privacy introduces a significant performance drop but with manageable costs.
Comparison Lift uses bandit algorithms to optimize online ad testing.
problem Optimizing online ad testing to maximize click-through rates.
method Bandit-based experimentation algorithm that adapts to test results.
result Ad click-through rates increased by 46% on average.
Improves CTR prediction by considering spatial and temporal auxiliary ads.
problem Improving CTR prediction in online advertising systems.
method Deep Spatio-Temporal Neural Networks (DSTNs) for CTR prediction.
result DSTNs outperform state-of-the-art methods in CTR prediction.
UCB-RS uses RS to improve UCB for online advertising.
problem Improving recommendation in online advertising.
method UCB-RS, combining UCB with recommendation system.
result UCB-RS outperforms other reinforcement learning methods in RecoGym.
Study predicts ad conversions based on URL embeddings.
problem Predicting user conversion likelihood from visited URLs.
method Introduced URL embedding models and evaluated conversion prediction models.
result Demonstrated effectiveness of URL embedding models for conversion prediction.
Study examines how different types of advertising impact brand attitudes.
problem Understanding how advertising types affect brand perceptions.
method Analysis of 575 brands over five years, using national, local, and digital ads, with brand/quarter and industry/week fixed effects.
result Different types of advertising have varying impacts on brand perceptions.
Adverts optimize organic traffic by strategically bidding in e-commerce feeds.
problem Maximizing organic traffic through strategic advertising in e-commerce feeds.
method Proposes a novel Leverage optimization problem and a Hybrid Training Leverage Bidding (HTLB) algorithm to optimize traffic.
result Demonstrates superior performance of the HTLB algorithm in optimizing organic traffic.
Predicting click and conversion probabilities when bidding on ad exchanges is at the core of the programmatic advertising industry. Two separated lines of previous works respectively address i) the prediction of user conversion probability and ii) the attribution of these conversions to advertising events (such as clic…
Paper tackles entity matching over multi-source data, optimizing alignment and mitigating negative transfer.
problem Learning effective entity matching models over multi-source large-scale data with relaxed assumptions.
method Proposes a Relaxed Multi-source Large-scale Entity-matching (RMLE) problem and Incentive Compatible Pareto Alignment (ICPA) method.
result Optimized cross-source alignments and mitigated negative transfer, improving entity matching accuracy.
Paper addresses CPA line forecasting in online advertising mid-flight.
problem Forecasting ad campaign performance mid-flight considering bidding mechanisms.
method Generates relationships between metrics and optimization signals, estimates sensitivity, and characterizes advertiser spends vs. eCPA.
result Demonstrates promising accuracy in forecasting against actual deliveries.
Optimal bidding strategy for multi-platform ad auctions under budget constraints.
problem Optimizing ad placements for budget-constrained advertisers across multiple platforms.
method Developed an optimal bidding strategy for non-incentive-compatible auctions with budget constraints.
result Maximized total utility across auctions while satisfying budget constraints in expectation.
Improved conversion rate prediction in online advertising using self-supervised pre-training.
problem Data sparsity and calibration issues in predicting conversions given clicks.
method Self-supervised pre-training on all conversion events to enrich CVR prediction model without compromising calibration.
result Improvements in offline training and online A/B tests, with full deployment to Yahoo native advertising system.
The paper tackles the issue of preferential attachment in targeted display advertising by developing domain-adaptation approaches.
problem Skewed distribution of data leads to preferential attachment towards high-budget partners.
method Develops domain-adaptation approaches to predict interested users for low-budget partners.
result Proposed approaches outperform other domain-adaptation methods across different points of campaigns.
Study of negative ads on social media during U.S. midterm elections.
problem Understanding the effectiveness and mechanisms of negative advertising on social media.
method Machine learning for sentiment analysis, AI image recognition, ordinal regressions.
result Negative ads are less effective than previously thought, anger is a key mechanism.
Adaptive algorithm for online evaluation of targeted audiences in advertising.
problem Determining the right match between advertising creatives and target audiences.
method Contextual bandit approach to address audience overlap and learn optimal display policies.
result The proposed method is more efficient than traditional split-testing methods.