In this paper, we deal with the uncertainty of bidding for display advertising. Similar to the financial market trading, real-time bidding (RTB) based display advertising employs an auction mechanism to automate the impression level media buying; and running a campaign is no different than an investment of acquiring new customers in return for obtaining additional converted sales. Thus, how to optimally bid on an ad impression to drive the profit and return-on-investment becomes essential. However, the large randomness of the user behaviors and the cost uncertainty caused by the auction competition may result in a significant risk from the campaign performance estimation. In this paper, we explicitly model the uncertainty of user click-through rate estimation and auction competition to capture the risk. We borrow an idea from finance and derive the value at risk for each ad display opportunity. Our formulation results in two risk-aware bidding strategies that penalize risky ad impressions and focus more on the ones with higher expected return and lower risk. The empirical study on real-world data demonstrates the effectiveness of our proposed risk-aware bidding strategies: yielding profit gains of 15.4 in offline experiments and up to 17.5 in an online A B test on a commercial RTB platform over the widely applied bidding strategies.
Predicting the probability of a specific user response, e.g., CTR and CVR, is a key function for performance-driven online advertising @cite_12 @cite_8 @cite_18 . The applied CTR estimation models today are mostly linear. Logistic regression is the most widely used model, normally trained by stochastic gradient descent (SGD) @cite_5 @cite_3 . The authors in @cite_8 proposed to use an online learning algorithm called follow-the-regularized-leader (FTRL) to train logistic regression from the streaming data. The model successfully bypasses the learning rate update problem in SGD and it empirically works effectively. Bayesian probit regression @cite_12 is another linear model for online learning where the feature weights are modeled with a distribution and the model learning is via updating the weight posterior. Binary naive Bayes @cite_28 is also a popular linear model, by assuming the features are conditionally independent.
@cite_18 @cite_8 @cite_28 @cite_3 @cite_5 @cite_12
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We describe a new Bayesian click-through rate (CTR) prediction algorithm used for Sponsored Search in Microsoft's Bing search engine. The algorithm is based on a probit regression model that maps discrete or real-valued input features to probabilities. It maintains Gaussian beliefs over weights of the model and performs Gaussian online updates derived from approximate message passing. Scalability of the algorithm is ensured through a principled weight pruning procedure and an approximate parallel implementation. We discuss the challenges arising from evaluating and tuning the predictor as part of the complex system of sponsored search where the predictions made by the algorithm decide about future training sample composition. Finally, we show experimental results from the production system and compare to a calibrated Naive Bayes algorithm. Recommender problems with large and dynamic item pools are ubiquitous in web applications like content optimization, online advertising and web search. Despite the availability of rich item meta-data, excess heterogeneity at the item level often requires inclusion of item-specific "factors" (or weights) in the model. However, since estimating item factors is computationally intensive, it poses a challenge for time-sensitive recommender problems where it is important to rapidly learn factors for new items (e.g., news articles, event updates, tweets) in an online fashion. In this paper, we propose a novel method called FOBFM (Fast Online Bilinear Factor Model) to learn item-specific factors quickly through online regression. The online regression for each item can be performed independently and hence the procedure is fast, scalable and easily parallelizable. However, the convergence of these independent regressions can be slow due to high dimensionality. The central idea of our approach is to use a large amount of historical data to initialize the online models based on offline features and learn linear projections that can effectively reduce the dimensionality. We estimate the rank of our linear projections by taking recourse to online model selection based on optimizing predictive likelihood. Through extensive experiments, we show that our method significantly and uniformly outperforms other competitive methods and obtains relative lifts that are in the range of 10-15 in terms of predictive log-likelihood, 200-300 for a rank correlation metric on a proprietary My Yahoo! dataset; it obtains 9 reduction in root mean squared error over the previously best method on a benchmark MovieLens dataset using a time-based train test data split. Multi-layer neural networks have lead to remarkable performance on many kinds of benchmark tasks in text, speech and image processing. Nonlinear parameter estimation in hierarchical models is known to be subject to overfitting and misspecification. One approach to these estimation and related problems (local minima, colinearity, feature discovery etc.) is called Dropout (Hinton, et al 2012, 2016). The Dropout algorithm removes hidden units according to a Bernoulli random variable with probability @math prior to each update, creating random "shocks" to the network that are averaged over updates. In this paper we will show that Dropout is a special case of a more general model published originally in 1990 called the Stochastic Delta Rule, or SDR (Hanson, 1990). SDR redefines each weight in the network as a random variable with mean @math and standard deviation @math . Each weight random variable is sampled on each forward activation, consequently creating an exponential number of potential networks with shared weights. Both parameters are updated according to prediction error, thus resulting in weight noise injections that reflect a local history of prediction error and local model averaging. SDR therefore implements a more sensitive local gradient-dependent simulated annealing per weight converging in the limit to a Bayes optimal network. Tests on standard benchmarks (CIFAR) using a modified version of DenseNet shows the SDR outperforms standard Dropout in test error by approx. @math with DenseNet-BC 250 on CIFAR-100 and approx. @math in smaller networks. We also show that SDR reaches the same accuracy that Dropout attains in 100 epochs in as few as 35 epochs. In this paper, we exploit the advantages of tensorial representations and propose several tensor learning models for regression. The model is based on the canonical parallel-factor decomposition of tensors of multiple modes and allows the simultaneous projections of an input tensor to more than one direction along each mode. Two empirical risk functions are studied, namely, the square loss and e-insensitive loss functions. The former leads to higher rank tensor ridge regression (TRR), and the latter leads to higher rank support tensor regression (STR), both formulated using the Frobenius norm for regularization. We also use the group-sparsity norm for regularization, favoring in that way the low rank decomposition of the tensorial weight. In that way, we achieve the automatic selection of the rank during the learning process and obtain the optimal-rank TRR and STR. Experiments conducted for the problems of head-pose, human-age, and 3-D body-pose estimations using real data from publicly available databases, verified not only the superiority of tensors over their vector counterparts but also the efficiency of the proposed algorithms.