A Sub linear, Massive scale Look alike Audience Extension System A Massive scale Look alike Audience Extension
Look alike audience extension is a practically effective way to customize high performance audience in on line advertising. With look alike audience extension system, any advertiser can easily generate a set of customized audience by just providing a list of existing customers without knowing the detailed targetable attributes in a sophisticated advertising system. In this paper, we present our newly developed graph based look alike system in Yahoo! advertising platform which provides look alike audiences for thousands of campaigns. Extensive experiments have been conducted to compare our look alike model with three other existing look alike systems using billions of users and millions of user features. The experiment results show that our developed graph based method with nearest neighbor filtering outperforms other methods by more than 50% regarding conversion rate in app install ad campaigns.
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