46 research outputs found
Multi-Touch Attribution Based Budget Allocation in Online Advertising
Budget allocation in online advertising deals with distributing the campaign
(insertion order) level budgets to different sub-campaigns which employ
different targeting criteria and may perform differently in terms of
return-on-investment (ROI). In this paper, we present the efforts at Turn on
how to best allocate campaign budget so that the advertiser or campaign-level
ROI is maximized. To do this, it is crucial to be able to correctly determine
the performance of sub-campaigns. This determination is highly related to the
action-attribution problem, i.e. to be able to find out the set of ads, and
hence the sub-campaigns that provided them to a user, that an action should be
attributed to. For this purpose, we employ both last-touch (last ad gets all
credit) and multi-touch (many ads share the credit) attribution methodologies.
We present the algorithms deployed at Turn for the attribution problem, as well
as their parallel implementation on the large advertiser performance datasets.
We conclude the paper with our empirical comparison of last-touch and
multi-touch attribution-based budget allocation in a real online advertising
setting.Comment: This paper has been published in ADKDD 2014, August 24, New York
City, New York, U.S.
Entity Personalized Talent Search Models with Tree Interaction Features
Talent Search systems aim to recommend potential candidates who are a good
match to the hiring needs of a recruiter expressed in terms of the recruiter's
search query or job posting. Past work in this domain has focused on linear and
nonlinear models which lack preference personalization in the user-level due to
being trained only with globally collected recruiter activity data. In this
paper, we propose an entity-personalized Talent Search model which utilizes a
combination of generalized linear mixed (GLMix) models and gradient boosted
decision tree (GBDT) models, and provides personalized talent recommendations
using nonlinear tree interaction features generated by the GBDT. We also
present the offline and online system architecture for the productionization of
this hybrid model approach in our Talent Search systems. Finally, we provide
offline and online experiment results benchmarking our entity-personalized
model with tree interaction features, which demonstrate significant
improvements in our precision metrics compared to globally trained
non-personalized models.Comment: This paper has been accepted for publication at ACM WWW 201