Proceedings ArticleDOI
Predicting clicks: estimating the click-through rate for new ads
Matthew Richardson,Ewa Dominowska,Robert J. Ragno +2 more
- pp 521-530
TLDR
This work shows that it can be used to use features of ads, terms, and advertisers to learn a model that accurately predicts the click-though rate for new ads, and shows that using this model improves the convergence and performance of an advertising system.Abstract:
Search engine advertising has become a significant element of the Web browsing experience. Choosing the right ads for the query and the order in which they are displayed greatly affects the probability that a user will see and click on each ad. This ranking has a strong impact on the revenue the search engine receives from the ads. Further, showing the user an ad that they prefer to click on improves user satisfaction. For these reasons, it is important to be able to accurately estimate the click-through rate of ads in the system. For ads that have been displayed repeatedly, this is empirically measurable, but for new ads, other means must be used. We show that we can use features of ads, terms, and advertisers to learn a model that accurately predicts the click-though rate for new ads. We also show that using our model improves the convergence and performance of an advertising system. As a result, our model increases both revenue and user satisfaction.read more
Citations
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References
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On the limited memory BFGS method for large scale optimization
Dong C. Liu,Jorge Nocedal +1 more
TL;DR: The numerical tests indicate that the L-BFGS method is faster than the method of Buckley and LeNir, and is better able to use additional storage to accelerate convergence, and the convergence properties are studied to prove global convergence on uniformly convex problems.