Online Model Evaluation in a Large-Scale Computational Advertising Platform

Preprint English OPEN
Shariat, Shahriar; Orten, Burkay; Dasdan, Ali;
(2015)
  • Related identifiers: doi: 10.1109/ICDM.2015.32
  • Subject: Statistics - Machine Learning | Computer Science - Artificial Intelligence | Statistics - Methodology

Online media provides opportunities for marketers through which they can deliver effective brand messages to a wide range of audiences. Advertising technology platforms enable advertisers to reach their target audience by delivering ad impressions to online users in rea... View more
  • References (20)
    20 references, page 1 of 2

    [1] [2] [4] [5] [6] [7] [9] D. S. Evans, “The economics of the online advertising industry,” Review of network economics, vol. 7, no. 3, 2008.

    T. Graepel, J. Q. Candela, T. Borchert, and R. Herbrich, “Web-scale bayesian click-through rate prediction for sponsored search advertising in microsoft's bing search engine,” in Proceedings of the 27th International Conference on Machine Learning (ICML-10), 2010, pp. 13-20.

    [3] J. Langford, A. Strehl, and J. Wortman, “Exploration scavenging,” in Proceedings of the 25th international conference on Machine learning. ACM, 2008, pp. 528-535.

    R. Kohavi, R. Longbotham, D. Sommerfield, and R. M. Henne, “Controlled experiments on the web: Survey and practical guide,” Data Mining and Knowledge Discovery, pp. 140-181, 2009.

    R. Kohavi, A. Deng, B. Frasca, T. Walker, Y. Xu, and N. Pohlmann, “Online controlled experiments at large scale,” Proceedings of the 19th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, pp. 1168-1176, 2013.

    M. Borenstein, L. V. Hedges, J. P. Higgins, and H. R. Rothstein, Introduction to meta-analysis. John Wiley & Sons, 2011.

    R. DerSimonian and N. Laird, “Meta-analysis in clinical trials,” trolled clinical trials, vol. 7, no. 3, pp. 177-188, 1986.

    [8] S. W. Raudenbush, A“nalyzing effect sizes: Random-effects models,” The handbook of research synthesis and meta-analysis, vol. 2, pp. 295- 316, 2009.

    C. Perlich, B. Dalessandro, R. Hook, O. Stitelman, T. Raeder, and F. Provost, “Bid optimizing and inventory scoring in targeted online advertising,” in Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining. ACM, 2012, pp. 804-812.

    [12] K.-C. Lee, B. Orten, A. Dasdan, and W. Li, “Estimating conversion rate in display advertising from past erformance data,” in Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining. ACM, 2012, pp. 768-776.

  • Related Research Results (1)
  • Metrics
Share - Bookmark