Click through rate (CTR) prediction of image ads is the core task of online display advertising systems, and logistic regression (LR) has been frequently applied as the prediction model. However, LR model lacks the ability of extracting complex and intrinsic nonlinear features from handcrafted high-dimensional image features, which limits its effectiveness. To solve this issue, in this paper, we introduce a novel deep neural network (DNN) based model that directly predicts the CTR of an image ad based on raw image pixels and other basic features in one step. The DNN model employs convolution layers to automatically extract representative visual features from images, and nonlinear CTR features are then learned from visual features and other contextual features by using fully-connected layers. Empirical evaluations on a real world dataset with over 50 million records demonstrate the effectiveness and efficiency of this method.

Deep CTR Prediction in Display Advertising

Baidu runs the largest commercial web search engine in China, serving hundreds of millions of online users every day in response to a great variety of queries. In order to build a high-efficiency sponsored search engine, we used to adopt a three-layer funnel-shaped structure to screen and sort hundreds of ads from billions of ad candidates subject to the requirement of low response latency and the restraints of computing resources. Given a user query, the top matching layer is responsible for providing semantically relevant ad candidates to the next layer, while the ranking layer at the bottom concerns more about business indicators (e.g., CPM, ROI, etc.) of those ads. The clear separation between the matching and ranking objectives results in a lower commercial return. The Mobius project has been established to address this serious issue. It is our first attempt to train the matching layer to consider CPM as an additional optimization objective besides the query-ad relevance, via directly predicting CTR (click-through rate) from billions of query-ad pairs. Specifically, this paper will elaborate on how we adopt active learning to overcome the insufficiency of click history at the matching layer when training our neural click networks offline, and how we use the SOTA ANN search technique for retrieving ads more efficiently (Here "ANN'' stands for approximate nearest neighbor search). We contribute the solutions to Mobius-V1 as the first version of our next generation query-ad matching system.

MOBIUS: Towards the Next Generation of Query-Ad Matching in Baidu's Sponsored Search

Non-guaranteed display advertising (NGD) is a multi-billion dollar business that has been growing rapidly in recent years. Advertisers in NGD sell a large portion of their ad campaigns using performance dependent pricing models such as cost-per-click (CPC) and cost-per-action (CPA). An accurate prediction of the probability that users click on ads is a crucial task in NGD advertising because this value is required to compute the expected revenue. State-of-the-art prediction algorithms rely heavily on historical information collected for advertisers, users and publishers. Click prediction of new ads in the system is a challenging task due to the lack of such historical data. The objective of this paper is to mitigate this problem by integrating multimedia features extracted from display ads into the click prediction models. Multimedia features can help us capture the attractiveness of the ads with similar contents or aesthetics. In this paper we evaluate the use of numerous multimedia features (in addition to commonly used user, advertiser and publisher features) for the purposes of improving click prediction in ads with no history. We provide analytical results generated over billions of samples and demonstrate that adding multimedia features can significantly improve the accuracy of click prediction for new ads, compared to a state-of-the-art baseline model.

/pdf/multimedia-features-for-click-prediction-of-new-ads-in-19cjp8cdwe.pdf

Multimedia features for click prediction of new ads in display advertising

In the last years social networks have emerged as a critical mean for information spreading bringing along several advantages. At the same time, unverified and instrumentally relevant information statements in circulation, named as rumours, are becoming a potential threat to the society. For this reason, although the identification in social microblogs of which topic is a rumour has been studied in several works, there is the need to detect if a post is either a rumor or not. In this paper we cope with this last challenge presenting a novel rumour detection system that leverages on newly designed features, including influence potential and network characteristics measures. We tested our approach on a real dataset composed of health-related posts collected from Twitter microblog. We observe promising results, as the system is able to correctly detect about 90% of rumours, with acceptable levels of precision.

Twitter rumour detection in the health domain

A recent study showed that while US consumers spent 30% more time on mobile apps than on traditional web, advertisers spent 1600% less money on mobile ads. One key reason is that unlike most web ad providers, today's mobile ads are not contextual---they do not take into account the content of the page they are displayed on. Thus, most mobile ads are irrelevant to what the user is interested in. For example, it is not uncommon to see gambling ads being displayed in a Bible app. This irrelevance results in low clickthrough rates, and hence advertisers shy away from the mobile platform. Using data from top 1200 apps in Windows Phone marketplace, and a one-week trace of ad keywords from Microsoft's ad network, we show that content displayed by mobile apps is a potential goldmine of keywords that advertisers are interested in.However, unlike web pages, which can be crawled and indexed offline for contextual advertising, content shown on mobile apps is often either generated dynamically, or is embedded in the apps themselves; and hence cannot be crawled. The only solution is to scrape the content at runtime, extract keywords and fetch contextually relevant ads. The challenge is to do this without excessive overhead and without violating user privacy. In this paper, we describe a system called SmartAds to address this challenge.We have built a prototype of SmartAds for Windows Phone apps. In a large user study with over 5000 ad impressions, we found that SmartAds nearly doubles the relevance score, while consuming minimal additional resources and preserving user privacy.

/pdf/smartads-bringing-contextual-ads-to-mobile-apps-54iw2gibqj.pdf

SmartAds: bringing contextual ads to mobile apps

Ads on the search engine (SE) are generally ranked based on their Click-through rates (CTR). Hence, accurately predicting the CTR of an ad is of paramount importance for maximizing the SE's revenue. We present a model that inherits the click information of rare/new ads from other semantically related ads. The semantic features are derived from the query ad click-through graphs and advertisers account information. We show that the model learned using these features give a very good prediction for the CTR values.

Learning the click-through rate for rare/new ads from similar ads

Computational Advertising, 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 — content where the ad is shown, the user who is viewing the ad or the social network of the user. Computational Advertising (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 Computational Advertising is of match-making between the ads and the context.CA is prevalent in three major forms on the Web. One of the forms involves showing textual ads relevant to a query on the search page, known as Sponsored Search. On the other hand, showing textual ads relevant to a third party webpage content is known as Contextual Advertising. The third form of advertising also deals with the placement of ads on third party Web pages, but the ads in this form are rich multimedia ads — image, video, audio, flash. The business model with rich media ads is slightly different from the ones with textual ads. These ads are also called banner ads, and this form of advertising is known as Display Advertising.Both Sponsored Search and Contextual Advertising involve retrieving relevant ads for different types of content (query and Web page). As ads are short and are mainly written to attract the user, retrieval of ads pose challenges like vocabulary mismatch between the query/content and the ad. Also, as the user's probability of examining an ad decreases with the position of the ad in the ranked list, it is imperative to keep the best ads at the top positions. Display Advertising poses several challenges including modeling user behaviour and noisy page content and bid optimization on the advertiser's side. Additionally, online advertising faces challenges like false bidding, click spam and ad spam. These challenges are prevalent in all forms of advertising. There has been a lot of research work published in different areas of CA in the last one and a half decade. The focus of this survey is to discuss the problems and solutions pertaining to the information retrieval, machine learning and statistics domain of CA. This survey covers techniques and approaches that deal with several issues mentioned above.Research in Computational Advertising has evolved over time and currently continues both in traditional areas (vocabulary mismatch, query rewriting, click prediction) and recently identified areas (user targeting, mobile advertising, social advertising). In this study, we predominantly focus on the problems and solutions proposed in traditional areas in detail and briefly cover the emerging areas in the latter half of the survey. To facilitate future research, a discussion of available resources, list of public benchmark datasets and future directions of work is also provided in the end.

/pdf/computational-advertising-techniques-for-targeting-relevant-vdefn864c6.pdf

Computational Advertising: Techniques for Targeting Relevant Ads

Contextual Advertising (CA) refers to the placement of ads that are contextually related to the web page content. The science of CA deals with the task of finding advertising keywords from web pages. We present a different candidate selection method to extract advertising keywords from a web page. This method makes use of Part-of-Speech (POS) patterns that restrict the number of potential candidates a classifier has to handle. It fetches words/phrases that belong to the selected set of POS patterns. We design four systems based on chunking method and the features they use. These systems are trained on a naive Bayes classifier with a set of web pages annotated with 'advertising' keywords. The systems can then find advertising keywords from previously unseen web pages. Empirical evaluation shows that systems using the proposed chunking method perform better than the systems using N-Gram based chunking. All improvements in the systems are found statistically significant at a 99% confidence interval.

http://web2py.iiit.ac.in/publications/default/download/inproceedings.pdf.ad60a9e4dea923a5.43696b6d323031302e706466.pdf

Pattern based keyword extraction for contextual advertising

Music Information Retrieval: Recent Developments and Applications

The central idea in designing various marketing strategies for online social networks is to identify the influencers in the network. The influential individuals induce “word-of-mouth” effects in the network. These individuals are responsible for triggering long cascades of influence that convince their peers to perform a similar action (buying a product, for instance). Targeting these influentials usually leads to a vast spread of the information across the network. Hence it is important to identify such individuals in a network. One way to measure an individual’s influencing capability on its peers is by its reach for a certain action. We formulate identifying the influencers in a network as a problem of predicting the average depth of cascades an individual can trigger. We first empirically identify factors that play crucial role in triggering long cascades. Based on the analysis, we build a model for predicting the cascades triggered by a user for an action. The model uses features like influencing capabilities of the user and their friends, influencing capabilities of the particular action and other user and network characteristics. Experiments show that the model effectively improves the predictions over several baselines.

https://www.aaai.org/ocs/index.php/ICWSM/ICWSM11/paper/viewFile/2741/3310

Kushal S. Dave

Papers

Learning the click-through rate for rare/new ads from similar ads

Computational Advertising: Techniques for Targeting Relevant Ads

Pattern based keyword extraction for contextual advertising

Music Information Retrieval: Recent Developments and Applications

Modelling Action Cascades in Social Networks