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Optimization of click-through rate prediction in the Yandex search engine

Optimization of click-through rate prediction in the Yandex search engine The problem of the estimation of the click-through rate on advertisements that are placed on a search-engine results page is discussed. The proposed methods improved the prediction quality (both in terms of likelihood metrics and the principle parameters of the engine). The cases of advertisement displays are considered when the history of an ad is rather short (i.e., advertisements that are considered to be new). The proposed prediction formula takes the dispersion and high risk of displaying a new advertisement into account. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Automatic Documentation and Mathematical Linguistics Springer Journals

Optimization of click-through rate prediction in the Yandex search engine

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Publisher
Springer Journals
Copyright
Copyright © 2013 by Allerton Press, Inc.
Subject
Computer Science; Information Storage and Retrieval
ISSN
0005-1055
eISSN
1934-8371
DOI
10.3103/S0005105513020040
Publisher site
See Article on Publisher Site

Abstract

The problem of the estimation of the click-through rate on advertisements that are placed on a search-engine results page is discussed. The proposed methods improved the prediction quality (both in terms of likelihood metrics and the principle parameters of the engine). The cases of advertisement displays are considered when the history of an ad is rather short (i.e., advertisements that are considered to be new). The proposed prediction formula takes the dispersion and high risk of displaying a new advertisement into account.

Journal

Automatic Documentation and Mathematical LinguisticsSpringer Journals

Published: Jun 2, 2013

References