Off-Policy Evaluation of Probabilistic Identity Data in Lookalike Modeling

We evaluate the impact of probabilistically-constructed digital identity data collected from Sep. to Dec. 2017 (approx.), in the context of Lookalike-targeted campaigns. The backbone of this study is a large set of probabilistically-constructed "identities", represented as small bags of cookies and mobile ad identifiers with associated metadata, that are likely all owned by the same underlying user. The identity data allows to generate "identity-based", rather than "identifier-based", user models, giving a fuller picture of the interests of the users underlying the identifiers. We employ off-policy techniques to evaluate the potential of identity-powered lookalike models without incurring the risk of allowing untested models to direct large amounts of ad spend or the large cost of performing A/B tests. We add to historical work on off-policy evaluation by noting a significant type of "finite-sample bias" that occurs for studies combining modestly-sized datasets and evaluation metrics involving rare events (e.g., conversions). We illustrate this bias using a simulation study that later informs the handling of inverse propensity weights in our analyses on real data. We demonstrate significant lift in identity-powered lookalikes versus an identity-ignorant baseline: on average ~70% lift in conversion rate. This rises to factors of ~(4-32)x for identifiers having little data themselves, but that can be inferred to belong to users with substantial data to aggregate across identifiers. This implies that identity-powered user modeling is especially important in the context of identifiers having very short lifespans (i.e., frequently churned cookies). Our work motivates and informs the use of probabilistically-constructed identities in marketing. It also deepens the canon of examples in which off-policy learning has been employed to evaluate the complex systems of the internet economy.Comment: Accepted by WSDM 201

Hashing for Similarity Search: A Survey

Similarity search (nearest neighbor search) is a problem of pursuing the data items whose distances to a query item are the smallest from a large database. Various methods have been developed to address this problem, and recently a lot of efforts have been devoted to approximate search. In this paper, we present a survey on one of the main solutions, hashing, which has been widely studied since the pioneering work locality sensitive hashing. We divide the hashing algorithms two main categories: locality sensitive hashing, which designs hash functions without exploring the data distribution and learning to hash, which learns hash functions according the data distribution, and review them from various aspects, including hash function design and distance measure and search scheme in the hash coding space

Exploiting Deep Features for Remote Sensing Image Retrieval: A Systematic Investigation

Remote sensing (RS) image retrieval is of great significant for geological information mining. Over the past two decades, a large amount of research on this task has been carried out, which mainly focuses on the following three core issues: feature extraction, similarity metric and relevance feedback. Due to the complexity and multiformity of ground objects in high-resolution remote sensing (HRRS) images, there is still room for improvement in the current retrieval approaches. In this paper, we analyze the three core issues of RS image retrieval and provide a comprehensive review on existing methods. Furthermore, for the goal to advance the state-of-the-art in HRRS image retrieval, we focus on the feature extraction issue and delve how to use powerful deep representations to address this task. We conduct systematic investigation on evaluating correlative factors that may affect the performance of deep features. By optimizing each factor, we acquire remarkable retrieval results on publicly available HRRS datasets. Finally, we explain the experimental phenomenon in detail and draw conclusions according to our analysis. Our work can serve as a guiding role for the research of content-based RS image retrieval

A Kernel of Truth: Determining Rumor Veracity on Twitter by Diffusion Pattern Alone

Recent work in the domain of misinformation detection has leveraged rich signals in the text and user identities associated with content on social media. But text can be strategically manipulated and accounts reopened under different aliases, suggesting that these approaches are inherently brittle. In this work, we investigate an alternative modality that is naturally robust: the pattern in which information propagates. Can the veracity of an unverified rumor spreading online be discerned solely on the basis of its pattern of diffusion through the social network? Using graph kernels to extract complex topological information from Twitter cascade structures, we train accurate predictive models that are blind to language, user identities, and time, demonstrating for the first time that such "sanitized" diffusion patterns are highly informative of veracity. Our results indicate that, with proper aggregation, the collective sharing pattern of the crowd may reveal powerful signals of rumor truth or falsehood, even in the early stages of propagation.Comment: Published at The Web Conference (WWW) 202