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  • 讲座:Modeling User Engagement for Ad and Search

    讲座:http://bdai.ruc.edu.cn/?p=118

    Modeling User Engagement for Ad and Search

    ppt 链接:

    Dr. Ke(Adam) Zhou

    work 1: Modeling User Engagement for Ad and Search,文章链接:http://dl.acm.org/citation.cfm?id=2883053

    user engagement

    一,how to measure:

    1, 分析学:CTR,absence time

    2, 自我报告:调查问卷

    3,生理学:实验室设备测量

    二,maximizing short term vs long-term engagement

    三,modeling user engagement (predicting) focus on ad.

    online advertising: search ads, display ads, native ads(原生广告):facebook suggested post, twitter promote twitters.

    ad ranking:maxmizing the profile but for long time it damage the profile, so  we should take nattive advertising quality into consideration.

    pre-click ad quality:点击之前

    (1) how to measure?

    1,CTR(click through rate):  relevance, quality

    2, ads feedback(offensive feedback rate OFR)

    correlation: high CTR maybe high OFR

    so, to measure the ads quality, it is better to use OFR.

    (2) what makes an ad preferred by user?

    美观》产品》品牌

    (3)engineer ad quality features

    Post-click quality metrics

    dwell-time

    features

    work 2:personalized pre-click quality model(个性化),文章链接:http://dl.acm.org/citation.cfm?id=2883053

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  • 原文地址:https://www.cnblogs.com/baiting/p/6256608.html
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