publication . Conference object . 2012

estimating conversion rate in display advertising from past erformance data

Kuang-chih Lee; Burkay Orten; Ali Dasdan; Wentong Li;
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  • Published: 14 Aug 2012
  • Publisher: ACM Press
Abstract
In targeted display advertising, the goal is to identify the best opportunities to display a banner ad to an online user who is most likely to take a desired action such as purchasing a product or signing up for a newsletter. Finding the best ad impression, i.e., the opportunity to show an ad to a user, requires the ability to estimate the probability that the user who sees the ad on his or her browser will take an action, i.e., the user will convert. However, conversion probability estimation is a challenging task since there is extreme data sparsity across different data dimensions and the conversion event occurs rarely. In this paper, we present our approach ...
Subjects
free text keywords: Estimator, Data mining, computer.software_genre, computer, Demand-side platform, Web banner, Advertising campaign, Display advertising, business.industry, business, Artificial intelligence, Purchasing, Impression, Machine learning, Missing data, Computer science
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