141 citations · 215 across the 8 of their papers we have counts for
5 papers · 1 filter
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…
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…
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…