Do ads compete or collaborate? Designing click models with full relationship incorporated

Xin Xin; Irwin King; Ritesh Agrawal; Michael R. Lyu; Heyan Huang

doi:10.1145/2396761.2398528

Do ads compete or collaborate? Designing click models with full relationship incorporated

Xin Xin^*, Irwin King, Ritesh Agrawal, Michael R. Lyu, Heyan Huang

^*Corresponding author for this work

School of Computer Science and Technology

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

1 Citation (Scopus)

Abstract

Traditionally click models predict click-through rate (CTR) of an advertisement (ad) independent of other ads. Recent researches however indicate that the CTR of an ad is dependent on the quality of the ad itself but also of the neighboring ads. Using historical click-through data of a commercially available ad server, we identify two types (competing and collaborating) of influences among sponsored ads and further propose a novel click-model, Full Relation Model (FRM), which explicitly models dependencies between ads. On a test data, FRM shows significant improvement in CTR prediction as compared to earlier click models.

Original language	English
Title of host publication	CIKM 2012 - Proceedings of the 21st ACM International Conference on Information and Knowledge Management
Pages	1839-1843
Number of pages	5
DOIs	https://doi.org/10.1145/2396761.2398528
Publication status	Published - 2012
Event	21st ACM International Conference on Information and Knowledge Management, CIKM 2012 - Maui, HI, United States Duration: 29 Oct 2012 → 2 Nov 2012

Publication series

Name	ACM International Conference Proceeding Series

Conference

Conference	21st ACM International Conference on Information and Knowledge Management, CIKM 2012
Country/Territory	United States
City	Maui, HI
Period	29/10/12 → 2/11/12

Keywords

click models
collaborating and competing influence
sponsored search

Access to Document

10.1145/2396761.2398528

Cite this

@inproceedings{451bf36b88374d9cac4aad58576cddf3,

title = "Do ads compete or collaborate? Designing click models with full relationship incorporated",

abstract = "Traditionally click models predict click-through rate (CTR) of an advertisement (ad) independent of other ads. Recent researches however indicate that the CTR of an ad is dependent on the quality of the ad itself but also of the neighboring ads. Using historical click-through data of a commercially available ad server, we identify two types (competing and collaborating) of influences among sponsored ads and further propose a novel click-model, Full Relation Model (FRM), which explicitly models dependencies between ads. On a test data, FRM shows significant improvement in CTR prediction as compared to earlier click models.",

keywords = "click models, collaborating and competing influence, sponsored search",

author = "Xin Xin and Irwin King and Ritesh Agrawal and Lyu, {Michael R.} and Heyan Huang",

year = "2012",

doi = "10.1145/2396761.2398528",

language = "English",

isbn = "9781450311564",

series = "ACM International Conference Proceeding Series",

pages = "1839--1843",

booktitle = "CIKM 2012 - Proceedings of the 21st ACM International Conference on Information and Knowledge Management",

note = "21st ACM International Conference on Information and Knowledge Management, CIKM 2012 ; Conference date: 29-10-2012 Through 02-11-2012",

}

Xin, X, King, I, Agrawal, R, Lyu, MR & Huang, H 2012, Do ads compete or collaborate? Designing click models with full relationship incorporated. in CIKM 2012 - Proceedings of the 21st ACM International Conference on Information and Knowledge Management. ACM International Conference Proceeding Series, pp. 1839-1843, 21st ACM International Conference on Information and Knowledge Management, CIKM 2012, Maui, HI, United States, 29/10/12. https://doi.org/10.1145/2396761.2398528

Do ads compete or collaborate? Designing click models with full relationship incorporated. / Xin, Xin; King, Irwin; Agrawal, Ritesh et al.
CIKM 2012 - Proceedings of the 21st ACM International Conference on Information and Knowledge Management. 2012. p. 1839-1843 (ACM International Conference Proceeding Series).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Do ads compete or collaborate? Designing click models with full relationship incorporated

AU - Xin, Xin

AU - King, Irwin

AU - Agrawal, Ritesh

AU - Lyu, Michael R.

AU - Huang, Heyan

PY - 2012

Y1 - 2012

N2 - Traditionally click models predict click-through rate (CTR) of an advertisement (ad) independent of other ads. Recent researches however indicate that the CTR of an ad is dependent on the quality of the ad itself but also of the neighboring ads. Using historical click-through data of a commercially available ad server, we identify two types (competing and collaborating) of influences among sponsored ads and further propose a novel click-model, Full Relation Model (FRM), which explicitly models dependencies between ads. On a test data, FRM shows significant improvement in CTR prediction as compared to earlier click models.

AB - Traditionally click models predict click-through rate (CTR) of an advertisement (ad) independent of other ads. Recent researches however indicate that the CTR of an ad is dependent on the quality of the ad itself but also of the neighboring ads. Using historical click-through data of a commercially available ad server, we identify two types (competing and collaborating) of influences among sponsored ads and further propose a novel click-model, Full Relation Model (FRM), which explicitly models dependencies between ads. On a test data, FRM shows significant improvement in CTR prediction as compared to earlier click models.

KW - click models

KW - collaborating and competing influence

KW - sponsored search

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U2 - 10.1145/2396761.2398528

DO - 10.1145/2396761.2398528

M3 - Conference contribution

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SN - 9781450311564

T3 - ACM International Conference Proceeding Series

SP - 1839

EP - 1843

BT - CIKM 2012 - Proceedings of the 21st ACM International Conference on Information and Knowledge Management

T2 - 21st ACM International Conference on Information and Knowledge Management, CIKM 2012

Y2 - 29 October 2012 through 2 November 2012

ER -

Do ads compete or collaborate? Designing click models with full relationship incorporated

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Keywords

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