In recent years online advertising has become increasingly ubiquitous and effective. Advertisements shown to visitors fund sites and apps that publish digital content, manage social networks, and operate e-mail services. Given such large variety of internet resources, determining an appropriate type of advertising for a given platform has become critical to financial success. Native advertisements, namely ads that are similar in look and feel to content, have had great success in news and social feeds. However, to date there has not been a winning formula for ads in e-mail clients. In this paper we describe a system that leverages user purchase history determined from e-mail receipts to deliver highly personalized product ads to Yahoo Mail users. We propose to use a novel neural language-based algorithm specifically tailored for delivering effective product recommendations, which was evaluated against baselines that included showing popular products and products predicted based on co-occurrence. We conducted rigorous offline testing using a large-scale product purchase data set, covering purchases of more than 29 million users from 172 e-commerce websites. Ads in the form of product recommendations were successfully tested on online traffic, where we observed a steady 9 lift in click-through rates over other ad formats in mail, as well as comparable lift in conversion rates. Following successful tests, the system was launched into production during the holiday season of 2014.
For any machine learning technique, features used to train a model typically have a critical influence on the performance of the deployed algorithm. Features derived from user events collected by publishers are often used in predicting the user's propensity to click or purchase @cite_4 . However, these features represent only a weak proxy to what publishers and advertisers are actually interested in, namely, user's purchase intent. On the other hand, commercial e-mails in the form of promotions and purchase receipts convey a strong, very direct purchase intent signal that can enable advertisers to reach a high-quality audience. According to the Direct Marketing Association's National Client E-mail Report" www.powerprodirect.com statistics, accessed June 2015 , an e-mail user has been identified as having over $10 recent work @cite_10 was among the first attempts to investigate the value of commercial e-mail data. The authors applied Sparse Principal Component Analysis (SPCA) on the counts of received e-mails in order to cluster commercial domains, demonstrating significant promise of e-mail data source.
@cite_10 @cite_4
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Recommending phrases from web pages for advertisers to bid on against search engine queries is an important research problem with direct commercial impact. Most approaches have found it infeasible to determine the relevance of all possible queries to a given ad landing page and have focussed on making recommendations from a small set of phrases extracted (and expanded) from the page using NLP and ranking based techniques. In this paper, we eschew this paradigm, and demonstrate that it is possible to efficiently predict the relevant subset of queries from a large set of monetizable ones by posing the problem as a multi-label learning task with each query being represented by a separate label. We develop Multi-label Random Forests to tackle problems with millions of labels. Our proposed classifier has prediction costs that are logarithmic in the number of labels and can make predictions in a few milliseconds using 10 Gb of RAM. We demonstrate that it is possible to generate training data for our classifier automatically from click logs without any human annotation or intervention. We train our classifier on tens of millions of labels, features and training points in less than two days on a thousand node cluster. We develop a sparse semi-supervised multi-label learning formulation to deal with training set biases and noisy labels harvested automatically from the click logs. This formulation is used to infer a belief in the state of each label for each training ad and the random forest classifier is extended to train on these beliefs rather than the given labels. Experiments reveal significant gains over ranking and NLP based techniques on a large test set of 5 million ads using multiple metrics. We present a probabilistic model for generating personalised recommendations of items to users of a web service. The Matchbox system makes use of content information in the form of user and item meta data in combination with collaborative filtering information from previous user behavior in order to predict the value of an item for a user. Users and items are represented by feature vectors which are mapped into a low-dimensional trait space' in which similarity is measured in terms of inner products. The model can be trained from different types of feedback in order to learn user-item preferences. Here we present three alternatives: direct observation of an absolute rating each user gives to some items, observation of a binary preference (like don't like) and observation of a set of ordinal ratings on a user-specific scale. Efficient inference is achieved by approximate message passing involving a combination of Expectation Propagation (EP) and Variational Message Passing. We also include a dynamics model which allows an item's popularity, a user's taste or a user's personal rating scale to drift over time. By using Assumed-Density Filtering (ADF) for training, the model requires only a single pass through the training data. This is an on-line learning algorithm capable of incrementally taking account of new data so the system can immediately reflect the latest user preferences. We evaluate the performance of the algorithm on the MovieLens and Netflix data sets consisting of approximately 1,000,000 and 100,000,000 ratings respectively. This demonstrates that training the model using the on-line ADF approach yields state-of-the-art performance with the option of improving performance further if computational resources are available by performing multiple EP passes over the training data.