An introduction to ROC analysis
Pattern Recognition Letters - Special issue: ROC analysis in pattern recognition
The dynamics of viral marketing
ACM Transactions on the Web (TWEB)
Classification in Networked Data: A Toolkit and a Univariate Case Study
The Journal of Machine Learning Research
Yes, there is a correlation: - from social networks to personal behavior on the web
Proceedings of the 17th international conference on World Wide Web
LIBLINEAR: A Library for Large Linear Classification
The Journal of Machine Learning Research
Combining Behavioral and Social Network Data for Online Advertising
ICDMW '08 Proceedings of the 2008 IEEE International Conference on Data Mining Workshops
How much can behavioral targeting help online advertising?
Proceedings of the 18th international conference on World wide web
Large-scale behavioral targeting
Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining
Audience selection for on-line brand advertising: privacy-friendly social network targeting
Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining
Relational learning via latent social dimensions
Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining
You are who you know: inferring user profiles in online social networks
Proceedings of the third ACM international conference on Web search and data mining
On the quality of inferring interests from social neighbors
Proceedings of the 16th ACM SIGKDD international conference on Knowledge discovery and data mining
Predicting product adoption in large-scale social networks
CIKM '10 Proceedings of the 19th ACM international conference on Information and knowledge management
Everyone's an influencer: quantifying influence on twitter
Proceedings of the fourth ACM international conference on Web search and data mining
Leveraging social media networks for classification
Data Mining and Knowledge Discovery
Enabling direct interest-aware audience selection
Proceedings of the 21st ACM international conference on Information and knowledge management
Using program synthesis for social recommendations
Proceedings of the 21st ACM international conference on Information and knowledge management
Inferring User Interest Using Familiarity and Topic Similarity with Social Neighbors in Facebook
WI-IAT '12 Proceedings of the The 2012 IEEE/WIC/ACM International Joint Conferences on Web Intelligence and Intelligent Agent Technology - Volume 01
Estimating the relative utility of networks for predicting user activities
Proceedings of the 22nd ACM international conference on Conference on information & knowledge management
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Behavioral targeting (BT) is a widely used technique for online advertising. It leverages information collected on an individual's web-browsing behavior, such as page views, search queries and ad clicks, to select the ads most relevant to user to display. With the proliferation of social networks, it is possible to relate the behavior of individuals and their social connections. Although the similarity among connected individuals are well established (i.e., homophily), it is still not clear whether and how we can leverage the activities of one's friends for behavioral targeting; whether forecasts derived from such social information are more accurate than standard behavioral targeting models. In this paper, we strive to answer these questions by evaluating the predictive power of social data across 60 consumer domains on a large online network of over 180 million users in a period of two and a half months. To our best knowledge, this is the most comprehensive study of social data in the context of behavioral targeting on such an unprecedented scale. Our analysis offers interesting insights into the value of social data for developing the next generation of targeting services.