Estimating CTR for New Ads CTR is a component in determining the ranking of ads for a given query.CTR is a component in determining the ranking of ads.

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Presentation transcript:

Estimating CTR for New Ads CTR is a component in determining the ranking of ads for a given query.CTR is a component in determining the ranking of ads for a given query. For old ads CTR is easy to compute.For old ads CTR is easy to compute. For new ads some other method is to be used.For new ads some other method is to be used. Previous work focused on same bid-terms.Previous work focused on same bid-terms. Problem: CTR of the best ad can be ten times that of the average ad.Problem: CTR of the best ad can be ten times that of the average ad.

Solution Identify features for an ad from the following categories:Identify features for an ad from the following categories: -Appearance, Attention Capture, Reputation, Landing Page Quality, Relevance. Total of 81 features used to find the CTR for a new ad.Total of 81 features used to find the CTR for a new ad. Weighted Combination of each of the feature used to predict CTR for new ad.Weighted Combination of each of the feature used to predict CTR for new ad.

Criticism No standard data-setNo standard data-set Computing the CTR independent of the query.Computing the CTR independent of the query. Does not allow advertiser’s recommendations for improving their CTR valueDoes not allow advertiser’s recommendations for improving their CTR value Have not highlighted on the fraudulent issues relating to webHave not highlighted on the fraudulent issues relating to web

Relation Apples+Oranges of featuresApples+Oranges of features Pageranking-CTRPageranking-CTR

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