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New features for query dependent sponsored search click prediction

Author:

Ilya TrofimovAuthors Info & Claims

WWW '13 Companion: Proceedings of the 22nd International Conference on World Wide Web

Pages 117 - 118

https://doi.org/10.1145/2487788.2487843

Published: 13 May 2013 Publication History

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Abstract

Click prediction for sponsored search is an important problem for commercial search engines. Good click prediction algorithm greatly affects on the revenue of the search engine, user experience and brings more clicks to landing pages of advertisers. This paper presents new query-dependent features for the click prediction algorithm based on treating query and advertisement as bags of words. New features can improve prediction accuracy both for ads having many and few views.

References

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A. Broder and V. Josifovski. Introduction to Computational Advertising. http://www.stanford.edu/class/msande239/.

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B. Edelman, M. Ostrovsky, and M. Schwarz. Internet advertising and the generalized second price auction: Selling billions of dollars worth of keywords. American Economic Review, 97(1):242--259, 2007.

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A. S. Kilian Weinberger, Anirban Dasgupta, Josh Attenberg, John Langford. Feature Hashing for Large Scale Multitask Learning. In ICML, 2009.

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J. Langford. Vowpal wabbit. Technical report, http://hunch.net/ vw, 2007-2012., 2007.

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B. Shaparenko, O. Çetin, and R. Iyer. Data-driven text features for sponsored search click prediction. In KDD, ADKDD Workshop, pages 46--54, New York, New York, USA, 2009. ACM Press.

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[6]

I. Trofimov, A. Kornetova, and V. Topinskiy. Using boosted trees for click-through rate prediction for sponsored search. In KDD, ADKDD Workshop, Beijing, China, 2012. ACM Press.

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Index Terms

New features for query dependent sponsored search click prediction
1. Computing methodologies
  1. Machine learning
2. Information systems
  1. Information retrieval
    1. Retrieval models and ranking
    2. Retrieval tasks and goals

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Information & Contributors

Information

Published In

WWW '13 Companion: Proceedings of the 22nd International Conference on World Wide Web

May 2013

1636 pages

ISBN:9781450320382

DOI:10.1145/2487788

General Chairs:
Daniel Schwabe
PUC-Rio - Brazil
,
Virgílio Almeida
UFMG - Brazil
,
Hartmut Glaser
CGI.br - Brazil
,
Program Chairs:
Ricardo Baeza-Yates
Yahoo! Labs - Spain & Chile
,
Sue Moon
KAIST - South Korea

Permission to make digital or hard copies of part or all of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for third-party components of this work must be honored. For all other uses, contact the Owner/Author.

In-Cooperation

SIGWEB: ACM Special Interest Group on Hypertext, Hypermedia, and Web

Publisher

Association for Computing Machinery

New York, NY, United States

Publication History

Published: 13 May 2013

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Poster

Conference

WWW '13

Sponsor:

NICBR
CGIBR

WWW '13: 22nd International World Wide Web Conference

May 13 - 17, 2013

Rio de Janeiro, Brazil

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WWW '13 Companion Paper Acceptance Rate 831 of 1,250 submissions, 66%;

Overall Acceptance Rate 1,899 of 8,196 submissions, 23%

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Index Terms

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