Matches in ScholarlyData for { <https://w3id.org/scholarlydata/inproceedings/www2012/poster/200> ?p ?o. }
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- 200 creator jie-li.
- 200 creator pavel-berkhin.
- 200 creator sharon-wan.
- 200 creator tak-yan.
- 200 creator ye-chen.
- 200 type InProceedings.
- 200 label "Fast and Cost-efficient Bid Estimation for Contextual Ads".
- 200 sameAs 200.
- 200 abstract "We study the problem of estimating the value of a contextual ad impression, and based upon which an ad network bids on an exchange. The ad impression opportunity would materialize into revenue only if the ad network wins the impression and a user clicks on the ads, both as a rare event especially in an open exchange for contextual ads. Given a low revenue expectation and the elusive nature of predicting weak-signal click-through rates, the computational cost incurred by bid estimation shall be cautiously justified. We developed and deployed a novel impression valuation model, which is expected to reduce the computational cost by 95% and hence more than double the profit. Our approach is highly economized through a fast implementation of kNN regression that primarily leverages low-dimensional sell-side data (user and publisher). We also address the cold-start problem or the exploration vs. exploitation requirement by Bayesian smoothing using a beta prior, and adapt to the temporal dynamics using an autoregressive model.".
- 200 hasAuthorList authorList.
- 200 isPartOf proceedings.
- 200 isPartOf proceedings.
- 200 keyword "Bayesian smoothing".
- 200 keyword "Computational advertising".
- 200 keyword "exchange".
- 200 keyword "exploration vs. exploitation".
- 200 keyword "nonparametric models".
- 200 keyword "temporal dynamics".
- 200 title "Fast and Cost-efficient Bid Estimation for Contextual Ads".