141 citations · 288 across the 11 of their papers we have counts for
12 papers
Toward a benchmark for CTR prediction in online advertising: datasets, evaluation protocols and perspectives
Shan Gao, Yanwu Yang
This research designs a unified architecture of CTR prediction benchmark (Bench-CTR) platform that offers flexible interfaces with datasets and components of a wide range of CTR pr…
Conversion rate prediction in online advertising: modeling techniques, performance evaluation and future directions
Tao Xue, Yanwu Yang, Panyu Zhai
Conversion and conversion rate (CVR) prediction play a critical role in efficient advertising decision-making. In past decades, although researchers have developed plenty of models…
Why is the winner the best?
Matthias Eisenmann, Annika Reinke, Vivienn Weru +122
International benchmarking competitions have become fundamental for the comparative performance assessment of image analysis methods. However, little attention has been given to in…
Keyword Decisions in Sponsored Search Advertising: A Literature Review and Research Agenda
Yanwu Yang, Huiran Li
In sponsored search advertising (SSA), keywords serve as the basic unit of business model, linking three stakeholders: consumers, advertisers and search engines. This paper present…
Causality-based CTR Prediction using Graph Neural Networks
Panyu Zhai, Yanwu Yang, Chunjie Zhang
As a prevalent problem in online advertising, CTR prediction has attracted plentiful attention from both academia and industry. Recent studies have been reported to establish CTR p…
Keyword Targeting Optimization in Sponsored Search Advertising: Combining Selection and Matching
Huiran Li, Yanwu Yang
In sponsored search advertising (SSA), advertisers need to select keywords and determine matching types for selected keywords simultaneously, i.e., keyword targeting. An optimal ke…
Aggregate effects of advertising decisions: a complex systems look at search engine advertising via an experimental study
Yanwu Yang, Xin Li, Bernard J. Jansen +1
Purpose: We model group advertising decisions, which are the collective decisions of every single advertiser within the set of advertisers who are competing in the same auction or…
Optimal Keywords Grouping in Sponsored Search Advertising under Uncertain Environments
Huiran Li, Yanwu Yang
In sponsored search advertising, advertisers need to make a series of keyword decisions. Among them, how to group these keywords to form several adgroups within a campaign is a cha…
Learning Parameters for a Generalized Vidale-Wolfe Response Model with Flexible Ad Elasticity and Word-of-Mouth
Yanwu Yang, Baozhu Feng, Daniel Zeng
In this research, we investigate a generalized form of Vidale-Wolfe (GVW) model. One key element of our modeling work is that the GVW model contains two useful indexes representing…
Keyword Optimization in Sponsored Search Advertising: A Multi-Level Computational Framework
Yanwu Yang, Bernard J. Jansen, Yinghui Yang +2
In sponsored search advertising, keywords serve as an essential bridge linking advertisers, search users and search engines. Advertisers have to deal with a series of keyword decis…
Click-Through Rate Prediction in Online Advertising: A Literature Review
Yanwu Yang, Panyu Zhai
Predicting the probability that a user will click on a specific advertisement has been a prevalent issue in online advertising, attracting much research attention in the past decad…
How Search Engine Advertising Affects Sales over Time: An Empirical Investigation
Yanwu Yang, Kang Zhao, Daniel Zeng +1
As a mainstream marketing channel on the Internet, Search Engine Advertising (SEA) has a huge business impact and attracts a plethora of attention from both academia and industry.…