资源描述：
《Web-Scale User Modeling for Targeting》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、Web-ScaleUserModelingforTargetingMohamedAly,AndrewHatch,VanjaJosifovski,VijayK.NarayananYahoo!ResearchSantaClara,CA95051,USA{aly,aohatch,vanjaj,vnarayan}@yahoo-inc.comABSTRACTpossible.Intheonlineenvironment,adplatformshavetra-ditionallyallowedadvertiserstotargetusersinpopulationsWepresentt
2、heexperiencesfrombuildingaweb-scaleuserthatarelikelytorespondpositivelytotheprovidedadvertis-modelingplatformforoptimizingdisplayadvertisingtar-ing.TraditionallythemethodstospecifyuserpopulationsgetingatYahoo!.Theplatformdescribedinthispaperal-relyondemographicsorlocationinfo,wheretheadver
3、tiserlowsforper-campaignmaximizationofconversionsrepre-choosesasetoflocationsandcertaindemographicattributessentingpurchaseactivitiesortransactions.Conversionsdi-toselectthepopulationsegmenttoseethead.Thedemo-rectlytranslatetoadvertiser'srevenue,andthusprovidethegraphicsandlocationattribut
4、escaneitherbeobtainedfrommostrelevantmetricsofreturnonadvertisinginvestment.registrationdatabasesorinferredfrompastuseractivity.Wefocusontwomajorchallenges:howtoecientlypro-Anothertraditionalonlinetargetingmethodthatusesthecesshistoriesofbillionsofusersonadailybasis,andhowtopastuseractivi
5、tyisbehavioraltargeting.Here,insteadofbuildper-campaignconversionmodelsgiventheextremelybucketingtheusersintodemographics'categories,usersarelowconversionrates(comparedtoclickratesinatraditionalputintoprede nedinterestcategoriesasparenting,auto,setting).We rstpresentmechanismsforbuildingwe
6、b-scalehealth,whicharethenpurchasedbytheadvertisers.userpro lesinadailyincrementalfashion.Second,weshowOneweaknessofthedemographicandbehavioraltarget-howtoreducethelatencythroughin-memoryprocessingofingisthatthesegmentsofusersarenotcreatedusinganybillionsofuserrecords.Finally,wediscussatec
7、hniqueforfeedbackfromindividualadvertisersandusuallyrepresentscalingthenumberofhandledcampaigns/modelsbyintro-largeinterestgroups.Forexample,atypicalbehavioralcat-ducinganecientlabelingtechniquethatallowsforsharingegorywouldbehealthand tness".Suchcategorywil
