141 citations · 186 across the 2 of their papers we have counts for
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cs.IR2025
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…
cs.IR2023★ 45 cited
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…
cs.IR2022★ 141 cited
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…