Being able to check whether an online advertisement has been targeted is essential for resolving privacy controversies and implementing in practice data protection regulations like GDPR, CCPA, and COPPA. In this paper we describe the design, implementation, and deployment of an advertisement auditing system called iWnder that uses crowdsourcing to reveal in real time whether a display advertisement has been targeted or not. Crowdsourcing simplifies the detection of targeted advertising, but requires reporting to a central repository the impressions seen by different users, thereby jeopardising their privacy. We break this deadlock with a privacy preserving data sharing protocol that allows iWnder to compute global statistics required to detect targeting, while keeping the advertisements seen by individual users and their browsing history private. We conduct a simulation study to explore the effect of different parameters and a live validation to demonstrate the accuracy of our approach. Unlike previous solutions, iWnder can even detect indirect targeting, i.e., marketing campaigns that promote a product or service whose description bears no semantic overlap with its targeted audience.
Topic-based solutions perform content-based analysis to extract the relevant topics on a user's browsing history and the ads he receives. Then, using different heuristics and statistical means, targeted ads are identified as those having topics that share some semantic overlap with the user's browsing history. Topic-based detection could, in principle, be applied to real users, as we have done for evaluation purposes in . Existing work, however, has only used it in conjunction with artificially constructed , , robots that browse the web imitating very specific (single-topic) demographic groups @cite_14 @cite_17 , or to emulate real-users offline using click-streams @cite_5 .
@cite_5 @cite_14 @cite_17
2100074487 2056201388
The paper proposes identifying relevant information sources from the history of combined searching and browsing behavior of many Web users. While it has been previously shown that user interactions with search engines can be employed to improve document ranking, browsing behavior that occurs beyond search result pages has been largely overlooked in prior work. The paper demonstrates that users' post-search browsing activity strongly reflects implicit endorsement of visited pages, which allows estimating topical relevance of Web resources by mining large-scale datasets of search trails. We present heuristic and probabilistic algorithms that rely on such datasets for suggesting authoritative websites for search queries. Experimental evaluation shows that exploiting complete post-search browsing trails outperforms alternatives in isolation (e.g., clickthrough logs), and yields accuracy improvements when employed as a feature in learning to rank for Web search. Computing the web-user's relevance to a give topic is an important task for any personalization service on the Web. Since the interest and preference of a web-user are revealed in his Web browsing history, in this paper we develop a novel approach that utilizes Web logs to compute the relevance of a web-user to a given query. In contrast to traditional methods that are purely based on textual analysis, our approach calculates the web-user's relevance through link analysis under a unified framework where the importance of web-pages and web-users mutually reinforce each other in an iterative way. The experimental results show that our approach has achieved 53 of accuracy when ranking the web-user's relevance to a search topic. 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. As the Web has become integrated into daily life, understanding how individuals spend their time online impacts domains ranging from public policy to marketing. It is difficult, however, to measure even simple aspects of browsing behavior via conventional methods---including surveys and site-level analytics---due to limitations of scale and scope. In part addressing these limitations, large-scale Web panel data are a relatively novel means for investigating patterns of Internet usage. In one of the largest studies of browsing behavior to date, we pair Web histories for 250,000 anonymized individuals with user-level demographics---including age, sex, race, education, and income---to investigate three topics. First, we examine how behavior changes as individuals spend more time online, showing that the heaviest users devote nearly twice as much of their time to social media relative to typical individuals. Second, we revisit the digital divide, finding that the frequency with which individuals turn to the Web for research, news, and healthcare is strongly related to educational background, but not as closely tied to gender and ethnicity. Finally, we demonstrate that browsing histories are a strong signal for inferring user attributes, including ethnicity and household income, a result that may be leveraged to improve ad targeting. Twitter streams are on overload: active users receive hundreds of items per day, and existing interfaces force us to march through a chronologically-ordered morass to find tweets of interest. We present an approach to organizing a user's own feed into coherently clustered trending topics for more directed exploration. Our Twitter client, called Eddi, groups tweets in a user's feed into topics mentioned explicitly or implicitly, which users can then browse for items of interest. To implement this topic clustering, we have developed a novel algorithm for discovering topics in short status updates powered by linguistic syntactic transformation and callouts to a search engine. An algorithm evaluation reveals that search engine callouts outperform other approaches when they employ simple syntactic transformation and backoff strategies. Active Twitter users evaluated Eddi and found it to be a more efficient and enjoyable way to browse an overwhelming status update feed than the standard chronological interface. Effectively exploring and analyzing large text corpora requires visualizations that provide a high level summary. Past work has relied on faceted browsing of document metadata or on natural language processing of document text. In this paper, we present a new web-based tool that integrates topics learned from an unsupervised topic model in a faceted browsing experience. The user can manage topics, filter documents by topic and summarize views with metadata and topic graphs. We report a user study of the usefulness of topics in our tool. Online service platforms (OSPs), such as search engines, news-websites, ad-providers, etc., serve highly personalized content to the user, based on the profile extracted from her history with the OSP. In this paper, we capture OSP's personalization for an user in a new data structure called the personalization vector (?), which is a weighted vector over a set of topics, and present efficient algorithms to learn it. Our approach treats OSPs as black-boxes, and extracts η by mining only their output, specifically, the personalized (for an user) and vanilla (without any user information) contents served, and the differences in these content. We believe that such treatment of OSPs is a unique aspect of our work, not just enabling access to (so far hidden) profiles in OSPs, but also providing a novel and practical approach for retrieving information from OSPs by mining differences in their outputs. We formulate a new model called Latent Topic Personalization (LTP) that captures the personalization vector in a learning framework and present efficient inference algorithms for determining it. We perform extensive experiments targeting search engine personalization, using data from both real Google users and synthetic setup. Our results indicate that LTP achieves high accuracy (R-pre = 84 ) in discovering personalized topics.For Google data, our qualitative results demonstrate that the topics determined by LTP for a user correspond well to his ad-categories determined by Google. Computational advertising uses information on web-browsing activity and additional covariates to select advertisements for display to the user. The statistical challenge is to develop methodology that matches ads to users who are likely to purchase the advertised product. These methods not only involve text mining, but also may draw upon additional modeling related to both the user and the advertisement. This paper reviews various aspects of text mining, including n-grams, topic modeling, and text networks, and discusses different strategies in the context of specific business models. © 2013 Wiley Periodicals, Inc. Statistical Analysis and Data Mining, 2013 The Semantic Web fosters novel applications targeting a more efficient and satisfying exploitation of the data available on the web, e.g. faceted browsing of linked open data. Large amounts and high diversity of knowledge in the Semantic Web pose the challenging question of appropriate relevance ranking for producing fine-grained and rich descriptions of the available data, e.g. to guide the user along most promising knowledge aspects. Existing methods for graph-based authority ranking lack support for fine-grained latent coherence between resources and predicates (i.e. support for link semantics in the linked data model). In this paper, we present TripleRank, a novel approach for faceted authority ranking in the context of RDF knowledge bases. TripleRank captures the additional latent semantics of Semantic Web data by means of statistical methods in order to produce richer descriptions of the available data. We model the Semantic Web by a 3-dimensional tensor that enables the seamless representation of arbitrary semantic links. For the analysis of that model, we apply the PARAFAC decomposition, which can be seen as a multi-modal counterpart to Web authority ranking with HITS. The result are groupings of resources and predicates that characterize their authority and navigational (hub) properties with respect to identified topics. We have applied TripleRank to multiple data sets from the linked open data community and gathered encouraging feedback in a user evaluation where TripleRank results have been exploited in a faceted browsing scenario. Recent online services rely heavily on automatic personalization to recommend relevant content to a large number of users. This requires systems to scale promptly to accommodate the stream of new users visiting the online services for the first time. In this work, we propose a content-based recommendation system to address both the recommendation quality and the system scalability. We propose to use a rich feature set to represent users, according to their web browsing history and search queries. We use a Deep Learning approach to map users and items to a latent space where the similarity between users and their preferred items is maximized. We extend the model to jointly learn from features of items from different domains and user features by introducing a multi-view Deep Learning model. We show how to make this rich-feature based user representation scalable by reducing the dimension of the inputs and the amount of training data. The rich user feature representation allows the model to learn relevant user behavior patterns and give useful recommendations for users who do not have any interaction with the service, given that they have adequate search and browsing history. The combination of different domains into a single model for learning helps improve the recommendation quality across all the domains, as well as having a more compact and a semantically richer user latent feature vector. We experiment with our approach on three real-world recommendation systems acquired from different sources of Microsoft products: Windows Apps recommendation, News recommendation, and Movie TV recommendation. Results indicate that our approach is significantly better than the state-of-the-art algorithms (up to 49 enhancement on existing users and 115 enhancement on new users). In addition, experiments on a publicly open data set also indicate the superiority of our method in comparison with transitional generative topic models, for modeling cross-domain recommender systems. Scalability analysis show that our multi-view DNN model can easily scale to encompass millions of users and billions of item entries. Experimental results also confirm that combining features from all domains produces much better performance than building separate models for each domain. Insights into the behavior and preference of mobile device users from their web browsing application activities are critical components of any successful dynamic content recommendation system, mobile advertisement platform, or web personalization initiative. In this paper we use an unsupervised topic model to understand the interests of the cellular users based upon their browsing profile. We posit that the length of time a user remains on a given website is positively correlated with the user’s interest in the website’s content. We propose an extended model to integrate this duration information efficiently by oversampling the URLs. Topic models have the potential to improve search and browsing by extracting useful semantic themes from web pages and other text documents. When learned topics are coherent and interpretable, they can be valuable for faceted browsing, results set diversity analysis, and document retrieval. However, when dealing with small collections or noisy text (e.g. web search result snippets or blog posts), learned topics can be less coherent, less interpretable, and less useful. To overcome this, we propose two methods to regularize the learning of topic models. Our regularizers work by creating a structured prior over words that reflect broad patterns in the external data. Using thirteen datasets we show that both regularizers improve topic coherence and interpretability while learning a faithful representation of the collection of interest. Overall, this work makes topic models more useful across a broader range of text data. In a document network such as a citation network of scientific documents, web-logs, etc., the content produced by authors exhibits their interest in certain topics. In addition some authors influence other authors' interests. In this work, we propose to model the influence of cited authors along with the interests of citing authors. Moreover, we hypothesize that apart from the citations present in documents, the context surrounding the citation mention provides extra topical information about the cited authors. However, associating terms in the context to the cited authors remains an open problem. We propose novel document generation schemes that incorporate the context while simultaneously modeling the interests of citing authors and influence of the cited authors. Our experiments show significant improvements over baseline models for various evaluation criteria such as link prediction between document and cited author, and quantitatively explaining unseen text. Twitter has become one of the largest platforms for users around the world to share anything happening around them with friends and beyond. A bursty topic in Twitter is one that triggers a surge of relevant tweets within a short time, which often reflects important events of mass interest. How to leverage Twitter for early detection of bursty topics has therefore become an important research problem with immense practical value. Despite the wealth of research work on topic modeling and analysis in Twitter, it remains a huge challenge to detect bursty topics in real-time. As existing methods can hardly scale to handle the task with the tweet stream in real-time, we propose in this paper Topic Sketch, a novel sketch-based topic model together with a set of techniques to achieve real-time detection. We evaluate our solution on a tweet stream with over 30 million tweets. Our experiment results show both efficiency and effectiveness of our approach. Especially it is also demonstrated that Topic Sketch can potentially handle hundreds of millions tweets per day which is close to the total number of daily tweets in Twitter and present bursty event in finer-granularity. For a scientific researcher it is more and more vital to find relevant publications with their correct bibliographical data, not only for accurate citations but particularly for getting further information about their current research topic. This paper describes a new approach to develop user-friendly interfaces: Multi-Layered-Browsing. Two example applications are introduced that play a central role in searching, browsing and visualising bibliographical data. We present a study which investigated how and why users of Mozilla Firefox use multiple tabs and windows during web browsing. The detailed web browsing usage of 21 participants was logged over a period of 13 to 21 days each, and was supplemented by qualitative data from diary entries and interviews. Through an examination of several measures of their tab usage, we show that our participants had a strong preference for the use of tabs rather than multiple windows. We report the reasons they cited for using tabs, and the advantages over multiple windows. We identify several common tab usage patterns which browsers could explicitly support. Finally, we look at how tab usage affects web page revisitation. Most of our participants switched tabs more often than they used the back button, making tab switching the second most important navigation mechanism in the browser, after link clicking. Twitter has become a significant means by which people communicate with the world and describe their current activities, opinions and status in short text snippets. Tweets can be analyzed automatically in order to derive much potential information such as, interesting topics, social influence, user’s communities, etc. Community extraction within social networks has been a focus of recent work in several areas. Different from the most community discovery methods focused on the relations between users, we aim to derive user’s communities based on common topics from user’s tweets. For instance, if two users always talk about politic in their tweets, thus they can be grouped in the same community which is related to politic topic. To achieve this goal, we propose a new approach called CETD: Community Extraction based on Topic-Driven-Model. This approach combines our proposed model used to detect topics of the user’s tweets based on a semantic taxonomy together with a community extraction method based on the hierarchical clustering technique. Our experimentation on the proposed approach shows the relevant of the users communities extracted based on their common topics and domains. We are building a topic-based, interactive visual analytic tool that aids users in analyzing large collections of text. To help users quickly discover content evolution and significant content transitions within a topic over time, here we present a novel, constraint-based approach to temporal topic segmentation. Our solution splits a discovered topic into multiple linear, non-overlapping sub-topics along a timeline by satisfying a diverse set of semantic, temporal, and visualization constraints simultaneously. For each derived sub-topic, our solution also automatically selects a set of representative keywords to summarize the main content of the sub-topic. Our extensive evaluation, including a crowd-sourced user study, demonstrates the effectiveness of our method over an existing baseline. We propose fLDA, a novel matrix factorization method to predict ratings in recommender system applications where a "bag-of-words" representation for item meta-data is natural. Such scenarios are commonplace in web applications like content recommendation, ad targeting and web search where items are articles, ads and web pages respectively. Because of data sparseness, regularization is key to good predictive accuracy. Our method works by regularizing both user and item factors simultaneously through user features and the bag of words associated with each item. Specifically, each word in an item is associated with a discrete latent factor often referred to as the topic of the word; item topics are obtained by averaging topics across all words in an item. Then, user rating on an item is modeled as user's affinity to the item's topics where user affinity to topics (user factors) and topic assignments to words in items (item factors) are learned jointly in a supervised fashion. To avoid overfitting, user and item factors are regularized through Gaussian linear regression and Latent Dirichlet Allocation (LDA) priors respectively. We show our model is accurate, interpretable and handles both cold-start and warm-start scenarios seamlessly through a single model. The efficacy of our method is illustrated on benchmark datasets and a new dataset from Yahoo! Buzz where fLDA provides superior predictive accuracy in cold-start scenarios and is comparable to state-of-the-art methods in warm-start scenarios. As a by-product, fLDA also identifies interesting topics that explains user-item interactions. Our method also generalizes a recently proposed technique called supervised LDA (sLDA) to collaborative filtering applications. While sLDA estimates item topic vectors in a supervised fashion for a single regression, fLDA incorporates multiple regressions (one for each user) in estimating the item factors. The growing accessibility of mobile devices has substantially reformed the way users access information. While the reactive search by query remains as common as before, recent years have witnessed the emergence of various proactive systems such as Google Now and Microsoft Cortana. In these systems, relevant content is presented to users based on their context without a query. Interestingly, despite the increasing popularity of such services, there is very little known about how users interact with them. In this paper, we present the first study on user interactions with information cards. We demonstrate that the usage patterns of these cards vary depending on time and location. We also show that while overall different topics are clicked by users on proactive and reactive platforms, the topics of the clicked documents by the same user tend to be consistent cross-platform. Furthermore, we propose a supervised framework for re-ranking proactive cards based on the user's context and past history. To train our models, we use the viewport duration and clicks to infer pseudo-relevance labels for the cards. Our results suggest that the quality of card ranking can be significantly improved particularly when the user's reactive search history is leveraged and matched against the proactive data about the cards.