Contextual Advertising by Combining Relevance with Click通过结合点击的上下文广告.pptVIP

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Contextual Advertising by Combining Relevance with Click通过结合点击的上下文广告.ppt

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Contextual Advertising by Combining Relevance with Click Feedback Deepak Agarwal Joint work withDeepayan Chakrabarti Vanja Josifovski Yahoo! Research WWW’08, Beijing, China 24th April, 2008 Outline Motivating Application, Challenges Contextual Advertising Semantic versus Predictive models Pros, Cons Our Approach: Blend Semantic with Predictive Model Description Logistic Regression, Feature Selection Model structure amenable to fast scoring at run time Experimental Results Ongoing work Outline 1 Motivating Application, Background and Challenges Motivating Application Problem: Match ads to queries Sponsored Search: The query is a short piece of text input by the user User intent better expressed; less noisy Contextual Advertising: The query is a webpage Generally long, noisy, user intent less clear Harder matching problem Challenges Serve ads to maximize revenue (CTR) Serve most relevant ads in a given context User Feedback in the form of Clicks in different context Automation must for profitability Billions of opportunities; millions of ads High volume, low marginal cost →lucrative business Automation through Algorithms/Models Accuracy: Massive data; scalable procedures Structure of Models: Scoring ads under strict latency requirements (~few ms) Classical Approach: Semantic Serve Shoe ads on Shoe pages Models: Information Retrieval Get relevant docs (ads) for a query (webpage) Simple vector space model q=(t1,w1;…,tn,wn); a=(a1,v1;…,am,vm) Cos(q,a) = ?s ε q ∩ awsas/(|q||a|) w’s, a’s: tf-idf; Frequency: reward in doc; penalize in corpus Higher score →More relevance Semantic: Pros Cons Pros Training: simple, scalable Vocabulary (stop-words; stemming); Corpus Serving with low latency evaluates millions of candidate ads in few ms Clever algorithms (Broder et al) Cons Does not always capture context Clicks? Better? Active user feedback Can we use it ? Predictive Approach: Clicks New chall