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- 828 creator nikolay-archak.
- 828 creator s-muthukrishnan.
- 828 creator vahab-mirrokni.
- 828 type InProceedings.
- 828 label "Mining Advertiser-specific User Behavior Using Adfactors".
- 828 sameAs 828.
- 828 abstract "Consider an online ad campaign run by an advertiser. The ad serving companies that handle such campaigns record users' behavior that leads to impressions of campaign ads, as well as users' responses to such impressions. This is summarized and reported to the advertisers to help them evaluate the performance of their campaigns and make better budget allocation decisions. The most popular reporting statistics are the click-through rate and the conversion rate. While these are indicative of the effectiveness of an ad campaign, advertisers often seek to understand more sophisticated long-term effects of their ads on brand awareness and user behavior that leads to "conversion", thus creating need for reporting measures that can capture duration, frequency and pathways to user conversion. In this paper, we propose an alternative data mining framework for analyzing user-level advertising data. In the aggregation step, we compress individual user histories into a graph structure, called adgraph, representing local correlations between ad events. For the reporting step, we introduce several scoring rules, called adfactors (AF), that can capture global role of ads and ad paths in the adgraph, in particular, the structural correlation between an ad impression and user conversion. We present scalable local algorithms for computing the adfactors; all algorithms were implemented using MapReduce programming model and Pregel framework. Using an anonymous dataset of user-level data for sponsored search campaigns of eight different advertisers, we evaluate our framework with different adgraphs and adfactors in terms of their statistical fit to the data, and show its value for mining and visualizing long-term patterns in the advertising data.".
- 828 hasAuthorList authorList.
- 828 isPartOf proceedings.
- 828 keyword "Machine learning".
- 828 keyword "data mining applied to auction theory".
- 828 keyword "user modeling in the context of Internet monetization".
- 828 title "Mining Advertiser-specific User Behavior Using Adfactors".