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- 578 creator ed-chang.
- 578 creator hongji-bao.
- 578 type InProceedings.
- 578 label "AdHeat: An Influence-based Diffusion Model for Propagating Hints to Match Ads".
- 578 sameAs 578.
- 578 abstract "In this paper, we present AdHeat, a social ads model considering {\em user influence} in addition to {\em relevance} for matching ads. Traditionally, ads placement employs the {\em relevance} model. Such a model matches ads with Web page content, user interests, or both. We have observed, however, on social networks that the relevance model suffers from two shortcomings. First, influential users (users who contribute opinions) seldom click ads that are highly relevant to their expertise. Second, because influential users' contents and activities are attractive to other users, {\em hint words} summarizing their expertise and activities may be widely preferred. Therefore, we propose AdHeat, which diffuses hint words of influential users to others and then matches ads for each user with aggregated hints. We performed experiments on a large online Q\&A community with half a million users. The experimental results show that AdHeat outperforms the relevance model on CTR (click through rate) by significant margins.".
- 578 hasAuthorList authorList.
- 578 isPartOf proceedings.
- 578 keyword "Monetizing digital media".
- 578 keyword "the social web".
- 578 keyword "user generated content".
- 578 title "AdHeat: An Influence-based Diffusion Model for Propagating Hints to Match Ads".