展示广告点击率预估方法研究 .docx

本文格式为Word版，下载可任意编辑 — PAGE \* Arabic 1 — 展示广告点击率预估方法研究 Abstract  With the rapid development of the Internet, online advertising acts a pivotal part in the Internet in our daily life and it has become the most popular approach to do brand promotion and product marketing for the advertiser. Accurate click-through rate (CTR) prediction is the most important part of online advertising. Improving the accuracy of the ads' CTR estimation can not only benefit to advertisers, but also improve user experience.  Many traditional click through rate prediction methods, such as logistic regression, have been applied to advertising click rate prediction system and achieved good results. Furthermore, it has been large-scale deployed in the industry. Recently, the deep learning technology has achieved great success in multiply fields of Natural Language Processing and Computer Vision, such as Textual Entailment, Text Summarization, Image Generation and so on. Meanwhile, a number of deep learning models right now have been used in personalized recommender system and CTR prediction and their model structures are similar. Both of them reduce the dimension of the feature by vectorization, then utilize nonlinear operation to extract the feature combination, and calculate nonlinear relationship between the features and the click rate through by neural network. The content of this paper of the following three main aspects:  (1) Ensemble Learning by multiple traditional machine learning models based CTR model. We first do feature engineering on two large-scale real-world display advertising datasets manually and extract high-order combination feature by GBDT. Then we calculate CTR by mature machine learning models such as logistic regression and factorization machine. Then we utilize ensemble learning base on multiple single models. Finally, we calculate the result of ensemble learning method.  (2) Advance deep learning model based CTR model. We use deep neural network and recu