1,886 research outputs found
Personality in Computational Advertising: A Benchmark
In the last decade, new ways of shopping online have increased the
possibility of buying products and services more easily and faster
than ever. In this new context, personality is a key determinant
in the decision making of the consumer when shopping. A person’s
buying choices are influenced by psychological factors like
impulsiveness; indeed some consumers may be more susceptible
to making impulse purchases than others. Since affective metadata
are more closely related to the user’s experience than generic
parameters, accurate predictions reveal important aspects of user’s
attitudes, social life, including attitude of others and social identity.
This work proposes a highly innovative research that uses a personality
perspective to determine the unique associations among the
consumer’s buying tendency and advert recommendations. In fact,
the lack of a publicly available benchmark for computational advertising
do not allow both the exploration of this intriguing research
direction and the evaluation of recent algorithms. We present the
ADS Dataset, a publicly available benchmark consisting of 300 real
advertisements (i.e., Rich Media Ads, Image Ads, Text Ads) rated
by 120 unacquainted individuals, enriched with Big-Five users’
personality factors and 1,200 personal users’ pictures
Conversion Prediction Using Multi-task Conditional Attention Networks to Support the Creation of Effective Ad Creative
Accurately predicting conversions in advertisements is generally a
challenging task, because such conversions do not occur frequently. In this
paper, we propose a new framework to support creating high-performing ad
creatives, including the accurate prediction of ad creative text conversions
before delivering to the consumer. The proposed framework includes three key
ideas: multi-task learning, conditional attention, and attention highlighting.
Multi-task learning is an idea for improving the prediction accuracy of
conversion, which predicts clicks and conversions simultaneously, to solve the
difficulty of data imbalance. Furthermore, conditional attention focuses
attention of each ad creative with the consideration of its genre and target
gender, thus improving conversion prediction accuracy. Attention highlighting
visualizes important words and/or phrases based on conditional attention. We
evaluated the proposed framework with actual delivery history data (14,000
creatives displayed more than a certain number of times from Gunosy Inc.), and
confirmed that these ideas improve the prediction performance of conversions,
and visualize noteworthy words according to the creatives' attributes.Comment: 9 pages, 6 figures. Accepted at The 25th ACM SIGKDD Conference on
Knowledge Discovery and Data Mining (KDD 2019) as an applied data science
pape
Predicting Audio Advertisement Quality
Online audio advertising is a particular form of advertising used abundantly
in online music streaming services. In these platforms, which tend to host tens
of thousands of unique audio advertisements (ads), providing high quality ads
ensures a better user experience and results in longer user engagement.
Therefore, the automatic assessment of these ads is an important step toward
audio ads ranking and better audio ads creation. In this paper we propose one
way to measure the quality of the audio ads using a proxy metric called Long
Click Rate (LCR), which is defined by the amount of time a user engages with
the follow-up display ad (that is shown while the audio ad is playing) divided
by the impressions. We later focus on predicting the audio ad quality using
only acoustic features such as harmony, rhythm, and timbre of the audio,
extracted from the raw waveform. We discuss how the characteristics of the
sound can be connected to concepts such as the clarity of the audio ad message,
its trustworthiness, etc. Finally, we propose a new deep learning model for
audio ad quality prediction, which outperforms the other discussed models
trained on hand-crafted features. To the best of our knowledge, this is the
first large-scale audio ad quality prediction study.Comment: WSDM '18 Proceedings of the Eleventh ACM International Conference on
Web Search and Data Mining, 9 page
Automatic Understanding of Image and Video Advertisements
There is more to images than their objective physical content: for example,
advertisements are created to persuade a viewer to take a certain action. We
propose the novel problem of automatic advertisement understanding. To enable
research on this problem, we create two datasets: an image dataset of 64,832
image ads, and a video dataset of 3,477 ads. Our data contains rich annotations
encompassing the topic and sentiment of the ads, questions and answers
describing what actions the viewer is prompted to take and the reasoning that
the ad presents to persuade the viewer ("What should I do according to this ad,
and why should I do it?"), and symbolic references ads make (e.g. a dove
symbolizes peace). We also analyze the most common persuasive strategies ads
use, and the capabilities that computer vision systems should have to
understand these strategies. We present baseline classification results for
several prediction tasks, including automatically answering questions about the
messages of the ads.Comment: To appear in CVPR 2017; data available on
http://cs.pitt.edu/~kovashka/ad
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