In the era of intelligent economy, the click-through rate(CTR) prediction system can evaluate massive service information based on user historical information, and screen out the products that are most likely to be fa...In the era of intelligent economy, the click-through rate(CTR) prediction system can evaluate massive service information based on user historical information, and screen out the products that are most likely to be favored by users, thus realizing customized push of information and achieve the ultimate goal of improving economic benefits. Sequence modeling is one of the main research directions of CTR prediction models based on deep learning. The user's general interest hidden in the entire click history and the short-term interest hidden in the recent click behaviors have different influences on the CTR prediction results, which are highly important. In terms of capturing the user's general interest, existing models paid more attention to the relationships between item embedding vectors(point-level), while ignoring the relationships between elements in item embedding vectors(union-level). The Lambda layer-based Convolutional Sequence Embedding(LCSE) model proposed in this paper uses the Lambda layer to capture features from click history through weight distribution, and uses horizontal and vertical filters on this basis to learn the user's general preferences from union-level and point-level. In addition, we also incorporate the user's short-term preferences captured by the embedding-based convolutional model to further improve the prediction results. The AUC(Area Under Curve) values of the LCSE model on the datasets Electronic, Movie & TV and MovieLens are 0.870 7, 0.903 6 and 0.946 7, improving 0.45%, 0.36% and 0.07% over the Caser model, proving the effectiveness of our proposed model.展开更多
In the era of computational advertising,advertising effectiveness can be measured by different metrics at different stages of the sales funnel.In the upper funnel,the click-through rate(CTR,the rate of click per impre...In the era of computational advertising,advertising effectiveness can be measured by different metrics at different stages of the sales funnel.In the upper funnel,the click-through rate(CTR,the rate of click per impression)represents the attractiveness of the advertising;the conversion rate(CVR,the rate of conversion per click)in the lower funnel indicates the persuasiveness of the advertising.Achieving higher CTR and CVR may need distinct advertising strategies:improving CTR requires raising more consumers'interest in the ad,which is more beneficial to publishers;boosting CVR needs the ad to inspire more consumers’desire in the product(service),which is more profitable to advertisers.In order to study the performance of advertising texts in terms of the two dimensions and reconcile the two different goals,this paper draws on Speech act theory(SAT)in linguistics to classify advertising texts into three types(i.e.,assertive,expressive,and directive),and analyzes how advertising texts can impact consumer behaviors.We further categorize the above three styles of advertising texts into subjective type(i.e.,expressive and directive)and objective type(i.e.,assertive).Based on a field study,we find that subjective advertising with more personalization leads to a higher CTR,while objective advertising with higher consistency with the brand information results in a higher CVR.The results suggest that firms with different marketing goals should utilize different styles of advertising texts to elicit desirable consumer behaviors during different stages of the sales funnel.展开更多
Online advertising click-through rate(CTR) prediction is aimed at predicting the probability of a user clicking an ad,and it has undergone considerable development in recent years.One of the hot topics in this area is...Online advertising click-through rate(CTR) prediction is aimed at predicting the probability of a user clicking an ad,and it has undergone considerable development in recent years.One of the hot topics in this area is the construction of feature interactions to facilitate accurate prediction.Factorization machine provides second-order feature interactions by linearly multiplying hidden feature factors.However,real-world data present a complex and nonlinear structure.Hence,second-order feature interactions are unable to represent cross information adequately.This drawback has been addressed using deep neural networks(DNNs),which enable high-order nonlinear feature interactions.However,DNN-based feature interactions cannot easily optimize deep structures because of the absence of cross information in the original features.In this study,we propose an effective CTR prediction algorithm called CAN,which explicitly exploits the benefits of attention mechanisms and DNN models.The attention mechanism is used to provide rich and expressive low-order feature interactions and facilitate the optimization of DNN-based predictors that implicitly incorporate high-order nonlinear feature interactions.The experiments using two real datasets demonstrate that our proposed CAN model performs better than other cross feature-and DNN-based predictors.展开更多
Online advertisements have a significant influence over the success or failure of your business.Therefore,it is important to somehow measure the impact of your advertisement before uploading it online,and this is can ...Online advertisements have a significant influence over the success or failure of your business.Therefore,it is important to somehow measure the impact of your advertisement before uploading it online,and this is can be done by calculating the Click Through Rate(CTR).Unfortunately,this method is not eco-friendly,since you have to gather the clicks from users then compute the CTR.This is where CTR prediction come in handy.Advertisement CTR prediction relies on the users’log regarding click information data.Accurate prediction of CTR is a challenging and critical process for e-advertising platforms these days.CTR prediction uses machine learning techniques to determine how much the online advertisement has been clicked by a potential client:The more clicks,the more successful the ad is.In this study we develop a machine learning based click through rate prediction model.The proposed study defines a model that generates accurate results with low computational power consumption.We used four classification techniques,namely K Nearest Neighbor(KNN),Logistic Regression,Random Forest,and Extreme Gradient Boosting(XGBoost).The study was performed on the Click-Through Rate Prediction Competition Dataset.It is a click-through data that is ordered chronologically and was collected over 10 days.Experimental results reveal that XGBoost produced ROC-AUC of 0.76 with reduced number of features.展开更多
基金Supported by the National Natural Science Foundation of China (62272214)。
文摘In the era of intelligent economy, the click-through rate(CTR) prediction system can evaluate massive service information based on user historical information, and screen out the products that are most likely to be favored by users, thus realizing customized push of information and achieve the ultimate goal of improving economic benefits. Sequence modeling is one of the main research directions of CTR prediction models based on deep learning. The user's general interest hidden in the entire click history and the short-term interest hidden in the recent click behaviors have different influences on the CTR prediction results, which are highly important. In terms of capturing the user's general interest, existing models paid more attention to the relationships between item embedding vectors(point-level), while ignoring the relationships between elements in item embedding vectors(union-level). The Lambda layer-based Convolutional Sequence Embedding(LCSE) model proposed in this paper uses the Lambda layer to capture features from click history through weight distribution, and uses horizontal and vertical filters on this basis to learn the user's general preferences from union-level and point-level. In addition, we also incorporate the user's short-term preferences captured by the embedding-based convolutional model to further improve the prediction results. The AUC(Area Under Curve) values of the LCSE model on the datasets Electronic, Movie & TV and MovieLens are 0.870 7, 0.903 6 and 0.946 7, improving 0.45%, 0.36% and 0.07% over the Caser model, proving the effectiveness of our proposed model.
基金the National Natural Science Foundation of China(Grants No.91746206 and 72132008)to provide funds for conducting experiments.
文摘In the era of computational advertising,advertising effectiveness can be measured by different metrics at different stages of the sales funnel.In the upper funnel,the click-through rate(CTR,the rate of click per impression)represents the attractiveness of the advertising;the conversion rate(CVR,the rate of conversion per click)in the lower funnel indicates the persuasiveness of the advertising.Achieving higher CTR and CVR may need distinct advertising strategies:improving CTR requires raising more consumers'interest in the ad,which is more beneficial to publishers;boosting CVR needs the ad to inspire more consumers’desire in the product(service),which is more profitable to advertisers.In order to study the performance of advertising texts in terms of the two dimensions and reconcile the two different goals,this paper draws on Speech act theory(SAT)in linguistics to classify advertising texts into three types(i.e.,assertive,expressive,and directive),and analyzes how advertising texts can impact consumer behaviors.We further categorize the above three styles of advertising texts into subjective type(i.e.,expressive and directive)and objective type(i.e.,assertive).Based on a field study,we find that subjective advertising with more personalization leads to a higher CTR,while objective advertising with higher consistency with the brand information results in a higher CVR.The results suggest that firms with different marketing goals should utilize different styles of advertising texts to elicit desirable consumer behaviors during different stages of the sales funnel.
文摘Online advertising click-through rate(CTR) prediction is aimed at predicting the probability of a user clicking an ad,and it has undergone considerable development in recent years.One of the hot topics in this area is the construction of feature interactions to facilitate accurate prediction.Factorization machine provides second-order feature interactions by linearly multiplying hidden feature factors.However,real-world data present a complex and nonlinear structure.Hence,second-order feature interactions are unable to represent cross information adequately.This drawback has been addressed using deep neural networks(DNNs),which enable high-order nonlinear feature interactions.However,DNN-based feature interactions cannot easily optimize deep structures because of the absence of cross information in the original features.In this study,we propose an effective CTR prediction algorithm called CAN,which explicitly exploits the benefits of attention mechanisms and DNN models.The attention mechanism is used to provide rich and expressive low-order feature interactions and facilitate the optimization of DNN-based predictors that implicitly incorporate high-order nonlinear feature interactions.The experiments using two real datasets demonstrate that our proposed CAN model performs better than other cross feature-and DNN-based predictors.
文摘Online advertisements have a significant influence over the success or failure of your business.Therefore,it is important to somehow measure the impact of your advertisement before uploading it online,and this is can be done by calculating the Click Through Rate(CTR).Unfortunately,this method is not eco-friendly,since you have to gather the clicks from users then compute the CTR.This is where CTR prediction come in handy.Advertisement CTR prediction relies on the users’log regarding click information data.Accurate prediction of CTR is a challenging and critical process for e-advertising platforms these days.CTR prediction uses machine learning techniques to determine how much the online advertisement has been clicked by a potential client:The more clicks,the more successful the ad is.In this study we develop a machine learning based click through rate prediction model.The proposed study defines a model that generates accurate results with low computational power consumption.We used four classification techniques,namely K Nearest Neighbor(KNN),Logistic Regression,Random Forest,and Extreme Gradient Boosting(XGBoost).The study was performed on the Click-Through Rate Prediction Competition Dataset.It is a click-through data that is ordered chronologically and was collected over 10 days.Experimental results reveal that XGBoost produced ROC-AUC of 0.76 with reduced number of features.
