Paid placement strategies for internet search engines
Proceedings of the 11th international conference on World Wide Web
Convex Optimization
Accurately interpreting clickthrough data as implicit feedback
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
Improving web search ranking by incorporating user behavior information
SIGIR '06 Proceedings of the 29th annual international ACM SIGIR conference on Research and development in information retrieval
Evaluating the accuracy of implicit feedback from clicks and query reformulations in Web search
ACM Transactions on Information Systems (TOIS)
Predicting clicks: estimating the click-through rate for new ads
Proceedings of the 16th international conference on World Wide Web
MapReduce: simplified data processing on large clusters
OSDI'04 Proceedings of the 6th conference on Symposium on Opearting Systems Design & Implementation - Volume 6
An experimental comparison of click position-bias models
WSDM '08 Proceedings of the 2008 International Conference on Web Search and Data Mining
Externalities in online advertising
Proceedings of the 17th international conference on World Wide Web
A user browsing model to predict search engine click data from past observations.
Proceedings of the 31st annual international ACM SIGIR conference on Research and development in information retrieval
Efficient multiple-click models in web search
Proceedings of the Second ACM International Conference on Web Search and Data Mining
A Cascade Model for Externalities in Sponsored Search
WINE '08 Proceedings of the 4th International Workshop on Internet and Network Economics
A dynamic bayesian network click model for web search ranking
Proceedings of the 18th international conference on World wide web
Click chain model in web search
Proceedings of the 18th international conference on World wide web
BBM: bayesian browsing model from petabyte-scale data
Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining
Data-driven text features for sponsored search click prediction
Proceedings of the Third International Workshop on Data Mining and Audience Intelligence for Advertising
The sum of its parts: reducing sparsity in click estimation with query segments
Information Retrieval
Advertiser-centric approach to understand user click behavior in sponsored search
Proceedings of the 20th ACM international conference on Information and knowledge management
Post-click conversion modeling and analysis for non-guaranteed delivery display advertising
Proceedings of the fifth ACM international conference on Web search and data mining
A noise-aware click model for web search
Proceedings of the fifth ACM international conference on Web search and data mining
Personalized click model through collaborative filtering
Proceedings of the fifth ACM international conference on Web search and data mining
Beyond ten blue links: enabling user click modeling in federated web search
Proceedings of the fifth ACM international conference on Web search and data mining
Relational click prediction for sponsored search
Proceedings of the fifth ACM international conference on Web search and data mining
Multimedia features for click prediction of new ads in display advertising
Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining
The wisdom of advertisers: mining subgoals via query clustering
Proceedings of the 21st ACM international conference on Information and knowledge management
Do ads compete or collaborate?: designing click models with full relationship incorporated
Proceedings of the 21st ACM international conference on Information and knowledge management
Exploiting contextual factors for click modeling in sponsored search
Proceedings of the 7th ACM international conference on Web search and data mining
Sampling dilemma: towards effective data sampling for click prediction in sponsored search
Proceedings of the 7th ACM international conference on Web search and data mining
Estimating ad group performance in sponsored search
Proceedings of the 7th ACM international conference on Web search and data mining
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Previous studies on search engine click modeling have identified two presentation factors that affect users' behavior: (1) position bias: the same result will get a different number of clicks when displayed in different positions and (2) externalities: the same result might get more clicks when displayed with results of relatively lower quality than when shown with higher quality results. In this paper we focus on analyzing the sequence of user actions to model users' click behavior on sponsored listings shown on the search results page. We first show that temporal click sequences are good indicators of externalities in the advertising domain. We then describe the positional rationality hypothesis to explain both the position bias and the externalities, and based on this hypothesis we further propose the temporal click model (TCM), a Bayesian framework that is scalable and computationally efficient. To the best of our knowledge, this is the first attempt in the literature to estimate positional bias, externalities and unbiased user-perceived ad quality from user click logs in a combined model. We finally evaluate the proposed model on two real datasets, each containing over 100 million ad impressions obtained from a commercial search engine. The experimental results show that TCM outperforms two other competitive methods at click prediction.