User behaviour targeting is essential in online advertising. Compared with sponsored search keyword targeting and contextual advertising page content targeting, user behaviour targeting builds users' interest profiles via tracking their online behaviour and then delivers the relevant ads according to each user's interest, which leads to higher targeting accuracy and thus more improved advertising performance. The current user profiling methods include building keywords and topic tags or mapping users onto a hierarchical taxonomy. However, to our knowledge, there is no previous work that explicitly investigates the user online visits similarity and incorporates such similarity into their ad response prediction. In this work, we propose a general framework which learns the user profiles based on their online browsing behaviour, and transfers the learned knowledge onto prediction of their ad response. Technically, we propose a transfer learning model based on the probabilistic latent factor graphic models, where the users' ad response profiles are generated from their online browsing profiles. The large-scale experiments based on real-world data demonstrate significant improvement of our solution over some strong baselines.
aims at predicting the probability that a specific user will respond (e.g., click) to an ad in a given context @cite_18 @cite_0 . Such context can be either a search keyword @cite_12 , webpage content @cite_28 , or other kinds of real-time information related to the underlying user @cite_3 . From the modelling perspective, many user response prediction solutions are based on linear models, such as logistic regression @cite_10 @cite_5 and Bayesian probit regression @cite_12 . Despite the advantage of high learning efficiency, these linear models suffer from the lack of feature interaction and combination @cite_17 . Thus non-linear models such as tree models @cite_17 and latent vector models @cite_14 @cite_22 are proposed to catch the data non-linearity and interactions between features. Recently the authors in @cite_2 proposed to first learn combination features from gradient boosting decision trees (GBDT) and, based on the tree leaves as features, learn a factorisation machine (FM) @cite_9 to build feature interactions to improve ad click prediction performance.
@cite_18 @cite_14 @cite_22 @cite_28 @cite_9 @cite_3 @cite_0 @cite_2 @cite_5 @cite_10 @cite_12 @cite_17
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Predicting user responses, such as click-through rate and conversion rate, are critical in many web applications including web search, personalised recommendation, and online advertising. Different from continuous raw features that we usually found in the image and audio domains, the input features in web space are always of multi-field and are mostly discrete and categorical while their dependencies are little known. Major user response prediction models have to either limit themselves to linear models or require manually building up high-order combination features. The former loses the ability of exploring feature interactions, while the latter results in a heavy computation in the large feature space. To tackle the issue, we propose two novel models using deep neural networks (DNNs) to automatically learn effective patterns from categorical feature interactions and make predictions of users’ ad clicks. To get our DNNs efficiently work, we propose to leverage three feature transformation methods, i.e., factorisation machines (FMs), restricted Boltzmann machines (RBMs) and denoising auto-encoders (DAEs). This paper presents the structure of our models and their efficient training algorithms. The large-scale experiments with real-world data demonstrate that our methods work better than major state-of-the-art models. Predicting user responses, such as click-through rate and conversion rate, are critical in many web applications including web search, personalised recommendation, and online advertising. Different from continuous raw features that we usually found in the image and audio domains, the input features in web space are always of multi-field and are mostly discrete and categorical while their dependencies are little known. Major user response prediction models have to either limit themselves to linear models or require manually building up high-order combination features. The former loses the ability of exploring feature interactions, while the latter results in a heavy computation in the large feature space. To tackle the issue, we propose two novel models using deep neural networks (DNNs) to automatically learn effective patterns from categorical feature interactions and make predictions of users' ad clicks. To get our DNNs efficiently work, we propose to leverage three feature transformation methods, i.e., factorisation machines (FMs), restricted Boltzmann machines (RBMs) and denoising auto-encoders (DAEs). This paper presents the structure of our models and their efficient training algorithms. The large-scale experiments with real-world data demonstrate that our methods work better than major state-of-the-art models. 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. This article considers approaches which rerank the output of an existing probabilistic parser. The base parser produces a set of candidate parses for each input sentence, with associated probabilities that define an initial ranking of these parses. A second model then attempts to improve upon this initial ranking, using additional features of the tree as evidence. The strength of our approach is that it allows a tree to be represented as an arbitrary set of features, without concerns about how these features interact or overlap and without the need to define a derivation or a generative model which takes these features into account. We introduce a new method for the reranking task, based on the boosting approach to ranking problems described in (1998). We apply the boosting method to parsing the Wall Street Journal treebank. The method combined the log-likelihood under a baseline model (that of Collins [1999]) with evidence from an additional 500,000 features over parse trees that were not included in the original model. The new model achieved 89.75 F-measure, a 13 relative decrease in F measure error over the baseline model's score of 88.2 . The article also introduces a new algorithm for the boosting approach which takes advantage of the sparsity of the feature space in the parsing data. Experiments show significant efficiency gains for the new algorithm over the obvious implementation of the boosting approach. We argue that the method is an appealing alternative—in terms of both simplicity and efficiency—to work on feature selection methods within log-linear (maximum-entropy) models. Although the experiments in this article are on natural language parsing (NLP), the approach should be applicable to many other NLP problems which are naturally framed as ranking tasks, for example, speech recognition, machine translation, or natural language generation.