Search

With the rapid development of online advertising, the click-through rate (CTR) prediction plays an important role in improving the benefits of advertising and user experience. CTR is the most commonly used evaluation indicator of the effects of online advertising. At present, the keys including feature extraction and user click behavior modeling have been taken into consideration by many researchers to design methods for CTR prediction. However, the characteristics of high-dimensional data sparseness and imbalance in advertising data are not fully considered, which results in the insufficient utilization of advertising information. To alleviate the problems of data sparsity and imbalance, this paper proposes a robust integrated locally kernel embedding (RILKE) model to solve data sparseness and incorporate unsupervised transfer learning into RILKE to form an improved model, named robust transfer integrated locally kernel embedding (RTILKE). Through theoretical analysis and empirical experiments, RTILKE can efficiently solve the data-imbalance problem of CTR prediction in online advertising, which effectively improves the prediction performance of advertising responses. [ABSTRACT FROM AUTHOR]

Click-through rate prediction is an important method for online advertising and marketing evaluations. However, for environmental reasons, there is a scarcity and imbalance in the advertising data available. We found that a feature transfer can be applied in a transfer learning method to obtain potential connections from less relevant advertisement data. Considering the complexity and diverse features of advertisement data, a feature transfer cannot allow researchers to discover the relationships among such features within the advertisement data. Therefore, we propose a click-through rate method based on a multi-view feature transfer (MFT). MFT divides the data into common and selected features during the data pretreatment process. It then combines the important feature vectors obtained using a Laplacian matrix with the common features obtained during the pretreatment process to form groups of views. Therefore, combining feature transfer matrix with mutli-view clustering is an innovation of the CTR data prediction process. In our experiments, the MFT model achieved good results. Experiments on a large number of datasets of different sizes and the application of three evaluation indicators show that the MFT method delivers excellent prediction results using the transfer relationships among the characteristics of an advertising dataset, and its performance is better than that of many other advertising click-through rate prediction methods. [ABSTRACT FROM AUTHOR]