图 书 馆
在线广告拍卖中效用优化的成本敏感学习Cost-sensitive Learning for Utility Optimization in Online Advertising Auctions |
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| 课程网址: | http://videolectures.net/kdd2017_lefortier_advertising_auctions/ |
| 主讲教师: | Damien Lefortier |
| 开课单位: | 脸书 |
| 开课时间: | 2017-12-01 |
| 课程语种: | 英语 |
| 中文简介: |  |
| 课程简介: | One of the most challenging problems in computational advertising is the prediction of click-through and conversion rates for bidding in online advertising auctions. An unaddressed problem in previous approaches is the existence of highly non-uniform misprediction costs. While for model evaluation these costs have been taken into account through recently proposed business-aware offline metrics – such as the Utility metric which measures the impact on advertiser profit – this is not the case when training the models themselves. In this paper, to bridge the gap, we formally analyze the relationship between optimizing the Utility metric and the log loss, which is considered as one of the state-of-the-art approaches in conversion modeling. Our analysis motivates the idea of weighting the log loss with the business value of the predicted outcome. We present and analyze a new cost weighting scheme and show that significant gains in offline and online performance can be achieved. |
| 关 键 词: | 效用优化; 在线学习; 广告拍卖; 预计代价 |
| 课程来源: | 视频讲座网 |
| 数据采集: | 2023-04-16：chenxin01 |
| 最后编审: | 2023-05-21：chenxin01 |
| 阅读次数: | 19 |