Do ads compete or collaborate?: designing click models with full relationship incorporated

Authors:
Xin Xin;Irwin King;Ritesh Agrawal;Michael R. Lyu;Heyan Huang
Affiliations:
Beijing Institute of Technology, Beijing, China;The Chinese University of Hong Kong, Hong Kong, Hong Kong;AT&T Labs-Research, New Jersey, USA;The Chinese University of Hong Kong, Hong Kong, Hong Kong;Beijing Institute of Technology, Beijing, China
Venue:
Proceedings of the 21st ACM international conference on Information and knowledge management
Year:
2012

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Abstract

Traditionally click models predict click-through rate (CTR) of an advertisement (ad) independent of other ads. Recent researches however indicate that the CTR of an ad is dependent on the quality of the ad itself but also of the neighboring ads. Using historical click-through data of a commercially available ad server, we identify two types (competing and collaborating) of influences among sponsored ads and further propose a novel click-model, Full Relation Model (FRM), which explicitly models dependencies between ads. On a test data, FRM shows significant improvement in CTR prediction as compared to earlier click models.