We present the problem of click-through prediction for advertising in Twitter timeline, which displays a stream of Tweets from accounts a user choose to follow. Traditional computational advertising usually appears in two forms: sponsored search that places ads onto the search result page when a query is issued to a search engine, and contextual advertising that places ads onto a regular, usually static Web page. Compared with these two paradigms, placing ads into a Tweet stream is particularly challenging given the nature of the data stream: the context into which an ad can be placed updates dynamically and never replicates. Every ad is therefore placed into a unique context. This makes the information available for training a machine learning model extremely sparse. In this study, we propose a learning-to-rank method which not only addresses the sparsity of training signals but also can be trained and updated online. The proposed method is evaluated using both offline experiments and online A/B tests, which involve very large collections of Twitter data and real Twitter users. Results of the experiments prove the effectiveness and efficiency of our solution, and its superiority over the current production model adopted by Twitter.

Audience selection is a key problem in display advertising systems in which we need to select a list of users who are interested (i.e., most likely to buy) in an advertising campaign. The users' past feedback on this campaign can be leveraged to construct such a list using collaborative filtering techniques such as matrix factorization. However, the user-campaign interaction is typically extremely sparse, hence the conventional matrix factorization does not perform well. Moreover, simply combining the users feedback from all campaigns does not address this since it dilutes the focus on target campaign in consideration. To resolve these issues, we propose a novel focused matrix factorization model (FMF) which learns users' preferences towards the specific campaign products, while also exploiting the information about related products. We exploit the product taxonomy to discover related campaigns, and design models to discriminate between the users' interest towards campaign products and non-campaign products. We develop a parallel multi-core implementation of the FMF model and evaluate its performance over a real-world advertising dataset spanning more than a million products. Our experiments demonstrate the benefits of using our models over existing approaches.

Items in recommender systems are usually associated with annotated attributes: for e.g., brand and price for products; agency for news articles, etc. Such attributes are highly informative and must be exploited for accurate recommendation. While learning a user preference model over these attributes can result in an interpretable recommender system and can hands the cold start problem, it suffers from two major drawbacks: data sparsity and the inability to model random effects. On the other hand, latent-factor collaborative filtering models have shown great promise in recommender systems; however, its performance on rare items is poor. In this paper we propose a novel model LFUM, which provides the advantages of both of the above models. We learn user preferences (over the attributes) using a personalized Bayesian hierarchical model that uses a combination(additive model) of a globally learned preference model along with user-specific preferences. To combat data-sparsity, we smooth these preferences over the item-taxonomy using an efficient forward-filtering and backward-smoothing inference algorithm. Our inference algorithms can handle both discrete attributes (e.g., item brands) and continuous attributes (e.g., item prices). We combine the user preferences with the latent-factor models and train the resulting collaborative filtering system end-to-end using the successful BPR ranking algorithm. In our extensive experimental analysis, we show that our proposed model outperforms several commonly used baselines and we carry out an ablation study showing the benefits of each component of our model.

Modern web-scale behavioral targeting platforms leverage historical activity of billions of users to predict user interests and inclinations, and consequently future activities. Future activities of particular interest involve purchases or transactions, and are referred to as conversions. Unlike ad-clicks, conversions directly translate to advertiser's revenue, and thus provide a very concrete metric for return on advertising investment. A typical behavioral targeting system faces two main challenges: the web-scale amounts of user histories to process on a daily basis, and the relative sparsity of conversions (compared to clicks in a traditional setting). These challenges call for generation of effective and efficient user profiles. Most existing works use the historical intensity of a user's interest in various topics to model future interest. In this paper we explore how the change in user behavior can be used to predict future actions and show how it complements the traditional models of decaying interest and action recency to build a complete picture about the user interests and better predict conversions. Our evaluation over a real-world set of campaigns indicates that the combination of change of interest, decaying intensity, and action recency helps in: 1) scoring significant improvements in optimizing for conversions over traditional baselines, 2) substantially improving the targeting efficiency for campaigns with highly sparse conversions, and 3) highly reducing the overall history sizes used in targeting. Furthermore, our techniques have been deployed to production and scored a substantial improvement in targeting performance while imposing a negligible overhead in terms of overall platform running time.

Online advertising is becoming more and more performance oriented where the decision to show an advertisement to a user is made based on the user's propensity to respond to the ad in a positive manner, (e.g., purchasing a product, subscribing to an email list). The user response depends on how well the ad campaign matches to the user's interest, as well as the amount of user's past exposure to the campaign - a factor shown to be impactful in controlled experimental studies. Past exposure builds brand-awareness and familiarity with the user, which in turn leads to a higher propensity of the user to buy/convert on the ad impression. In this paper we propose a model of the user response to an ad campaign as a function of both the interest match and the past exposure, where the interest match is estimated using historical search/browse activities of the user.

The ultimate goal of advertisers are conversions representing desired user actions on the advertisers' websites in the form of purchases and product information request. In this paper we address the problem of finding the right audience for display campaigns by finding the users that are most likely to convert. This challenging problem is at the heart of display campaign optimization and has to deal with several issues such as very small percentage of converters in the general population, high-dimensional representation of the user profiles, large churning rate of users and advertisers. To overcome these difficulties, in our approach we use two sources of information: a seed set of users that have converted for a campaign in the past; and a description of the campaign based on the advertiser's website. We explore the importance of the information provided by each of these two sources in a principled manner and then combine them to propose models for predicting converters. In particular, we show how seed set can be used to capture the campaign-specific targeting constraints, while the campaign metadata allows to share targeting knowledge across campaigns. We give methods for learning these models and perform experiments on real-world advertising campaigns. Our findings show that the seed set and the campaign metadata are complimentary to each other and both sources provide valuable information for conversion optimization.

In performance based display advertising, campaign effectiveness is often measured in terms of conversions that represent some desired user actions like purchases and product information requests on advertisers' website. Hence, identifying and targeting potential converters is of vital importance to boost campaign performance. This is often accomplished by marketers who define the user base of campaigns based on behavioral, demographic, search, social, purchase, and other characteristics. Such a process is manual and subjective, it often fails to utilize the full potential of targeting. In this paper we show that by using past converted users of campaigns and campaign meta-data (e.g., ad creatives, landing pages), we can combine disparate user information in a principled way to effectively and automatically target converters for new/existing campaigns. At the heart of our approach is a factor model that estimates the affinity of each user feature to a campaign using historical conversion data. In fact, our approach allows building a conversion model for a brand new campaign through campaign meta-data alone, and hence targets potential converters even before the campaign is run. Through extensive experiments, we show the superiority of our factor model approach relative to several other baselines. Moreover, we show that the performance of our approach at the beginning of a campaign's life is typically better than the other models even when they are trained using all conversion data after the campaign has completed. This clearly shows the importance and value of using historical campaign data in constructing an effective audience selection strategy for display advertising.

Web search queries are an encoding of the user's search intent and extracting structured information from them can facilitate central search engine operations like improving the ranking of search results and advertisements. Not surprisingly, this area has attracted a lot of attention in the research community in the last few years. The problem is, however, made challenging by the fact that search queries tend to be extremely succinct; a condensation of user search needs to the bare-minimum set of keywords. In this paper we consider the problem of extracting, with no manual intervention, the hidden structure behind the observed search queries in a domain: the origins of the constituent keywords as well as the manner the individual keywords are assembled together. We formalize important properties of the problem and then give a principled solution based on generative models that satisfies these properties. Using manually labeled data we show that the query templates extracted by our solution are superior to those discovered by strong baseline methods.

Recommender systems based on latent factor models have been effectively used for understanding user interests and predicting future actions. Such models work by projecting the users and items into a smaller dimensional space, thereby clustering similar users and items together and subsequently compute similarity between unknown user-item pairs. When user-item interactions are sparse ( sparsity problem) or when new items continuously appear ( cold start problem), these models perform poorly. In this paper, we exploit the combination of taxonomies and latent factor models to mitigate these issues and improve recommendation accuracy. We observe that taxonomies provide structure similar to that of a latent factor model: namely, it imposes human-labeled categories (clusters) over items. This leads to our proposed taxonomy-aware latent factor model (TF) which combines taxonomies and latent factors using additive models. We develop efficient algorithms to train the TF models, which scales to large number of users/items and develop scalable inference/recommendation algorithms by exploiting the structure of the taxonomy. In addition, we extend the TF model to account for the temporal dynamics of user interests using high-order Markov chains . To deal with large-scale data, we develop a parallel multi-core implementation of our TF model. We empirically evaluate the TF model for the task of predicting user purchases using a real-world shopping dataset spanning more than a million users and products. Our experiments demonstrate the benefits of using our TF models over existing approaches, in terms of both prediction accuracy and running time.

Understanding what interests and delights users is critical to effective behavioral targeting, especially in information-poor contexts. As users interact with content and advertising, their passive behavior can reveal their interests towards advertising. Two issues are critical for building effective targeting methods: what metric to optimize for and how to optimize. More specifically, we first attempt to understand what the learning objective should be for behavioral targeting so as to maximize advertiser's performance. While most popular advertising methods optimize for user clicks, as we will show, maximizing clicks does not necessarily imply maximizing purchase activities or transactions, called conversions, which directly translate to advertiser's revenue. In this work we focus on conversions which makes a more relevant metric but also the more challenging one. Second is the issue of how to represent and combine the plethora of user activities such as search queries, page views, ad clicks to perform the targeting. We investigate several sources of user activities as well as methods for inferring conversion likelihood given the activities. We also explore the role played by the temporal aspect of user activities for targeting, e.g., how recent activities compare to the old ones. Based on a rigorous offline empirical evaluation over 200 individual advertising campaigns, we arrive at what we believe are best practices for behavioral targeting. We deploy our approach over live user traffic to demonstrate its superiority over existing state-of-the-art targeting methods.

Web applications often rely on user profiles of observed user actions, such as queries issued, page views, etc. In audience selection for display advertising, the audience that is likely to be responsive to a given ad campaign is identified via such profiles. We formalize the audience selection problem as a ranked retrieval task over an index of known users. We focus on the common case of audience selection where a small seed set of users who have previously responded positively to the campaign is used to identify a broader target audience. The actions of the users in the seed set are aggregated to construct a query, the query is then executed against an index of other user profiles to retrieve the highest scoring profiles. We validate our approach on a real-world dataset, demonstrating the trade-offs of different user and query models and that our approach is particularly robust for small campaigns. The proposed user modeling framework is applicable to many other applications requiring user profiles such as content suggestion and personalization.

Sponsored search is one of the major sources of revenue for search engines on the World Wide Web. It has been observed that while showing ads for every query maximizes short-term revenue, irrelevant ads lead to poor user experience and less revenue in the long-term. Hence, it is in search engines' interest to place ads only for queries that are likely to attract ad-clicks. Many algorithms for estimating query advertisability exist in literature, but most of these methods have been proposed for and tested on the frequent or "head" queries. Since query frequencies on search engine are known to be distributed as a power-law, this leaves a huge fraction of the queries uncovered.

The median problem in the weighted Jaccard metric was analyzed by Späth in 1981. Up until now, only an exponential-time exact algorithm was known. We (a) obtain a PTAS for the weighted Jaccard median problem and (b) show that the problem does not admit a FPTAS (assuming P ≠ NP), even when restricted to binary vectors. The PTAS is built on a number of different algorithmic ideas and the hardness result makes use of an especially interesting gadget.

One of the most prevalent online advertising methods is textual advertising. To produce a textual ad, an advertiser must craft a short creative (the text of the ad) linking to a landing page, which describes the product or service being promoted. Furthermore, the advertiser must associate the creative to a set of manually chosen bid phrases representing those Web search queries that should trigger the ad. For efficiency, given a landing page, the bid phrases are often chosen first, and then for each bid phrase the creative is produced using a template. Nevertheless, an ad campaign (e.g., for a large retailer) might involve thousands of landing pages and tens or hundreds of thousands of bid phrases, hence the entire process is very laborious.

Implicit user feedback, including click-through and subsequent browsing behavior, is crucial for evaluating and improving the quality of results returned by search engines. Several recent studies [1, 2, 3, 13, 25] have used post-result browsing behavior including the sites visited, the number of clicks, and the dwell time on site in order to improve the ranking of search results. In this paper, we first study user behavior on sponsored search results (i.e., the advertisements displayed by search engines next to the organic results), and compare this behavior to that of organic results. Second, to exploit post-result user behavior for better ranking of sponsored results, we focus on identifying patterns in user behavior and predict expected on-site actions in future instances. In particular, we show how post-result behavior depends on various properties of the queries, advertisement, sites, and users, and build a classifier using properties such as these to predict certain aspects of the user behavior. Additionally, we develop a generative model to mimic trends in observed user activity using a mixture of pareto distributions. We conduct experiments based on billions of real navigation trails collected by a major search engine's browser toolbar.

Motivated by contextual advertising systems and other web applications involving efficiency-accuracy tradeoffs, we study similarity caching. Here, a cache hit is said to occur if the requested item is similar but not necessarily equal to some cached item. We study two objectives that dictate the efficiency-accuracy tradeoff and provide our caching policies for these objectives. By conducting extensive experiments on real data we show similarity caching can significantly improve the efficiency of contextual advertising systems, with minimal impact on accuracy. Inspired by the above, we propose a simple generative model that embodies two fundamental characteristics of page requests arriving to advertising systems, namely, long-range dependences and similarities. We provide theoretical bounds on the gains of similarity caching in this model and demonstrate these gains empirically by fitting the actual data to the model. Copyright is held by the International World Wide Web Conference Committee (IW3C2).

We study how to prioritize the fetching of new pages under the objective of maximizing the quality of search results. In particular, our objective is to fetch new pages that have the most impact, where the impact of a page is equal to the number of times the page appears in the top K search results for queries, for some constant K, e.g., K = 10. Since the impact of a page depends on its relevance score for queries, which in turn depends on the page content, the main difficulty lies in estimating the impact of the page before actually fetching it. Hence, impact must be estimated based on the limited information that is available prior to fetching page content, e.g., the URL string, number of in-links, referring anchortext

It is crucial for a web crawler to distinguish between ephemeral and persistent content. Ephemeral content (e.g., quote of the day) is usually not worth crawling, because by the time it reaches the index it is no longer representative of the web page from which it was acquired. On the other hand, content that persists across multiple page updates (e.g., recent blog postings) may be worth acquiring, because it matches the page's true content for a sustained period of time.

We provide a framework to exploit dependencies among arms in multi-armed bandit problems, when the dependencies are in the form of a generative model on clusters of arms. We find an optimal MDP-based policy for the discounted reward case, and also give an approximation of it with formal error guarantee. We discuss lower bounds on regret in the undiscounted reward scenario, and propose a general two-level bandit policy for it. We propose three different instantiations of our general policy and provide theoretical justifications of how the regret of the instantiated policies depend on the characteristics of the clusters. Finally, we empirically demonstrate the efficacy of our policies on large-scale real-world and synthetic data, and show that they significantly outperform classical policies designed for bandits with independent arms.

We consider a novel problem of learning an optimal matching, in an online fashion, between two feature spaces that are organized as taxonomies. We formulate this as a multi-armed bandit problem where the arms of the bandit are dependent due to the structure induced by the taxonomies. We then propose a multi-stage hierarchical allocation scheme that improves the explore/exploit properties of the classical multi-armed bandit policies in this scenario. In particular, our scheme uses the taxonomy structure and performs shrinkage estimation in a Bayesian framework to exploit dependencies among the arms, thereby enhancing exploration without losing efficiency on short term exploitation. We prove that our scheme asymptotically converges to the optimal matching. We conduct extensive experiments on real data to illustrate the efficacy of our scheme in practice.

Previous studies have highlighted the high arrival rate of new contenton the web. We study the extent to which this new content can beefficiently discovered by a crawler. Our study has two parts. First,we study the inherent difficulty of the discovery problem using amaximum cover formulation, under an assumption of perfect estimates oflikely sources of links to new content. Second, we relax thisassumption and study a more realistic setting in which algorithms mustuse historical statistics to estimate which pages are most likely toyield links to new content. We recommend a simple algorithm thatperforms comparably to all approaches we consider.We measure the emphoverhead of discovering new content, defined asthe average number of fetches required to discover one new page. Weshow first that with perfect foreknowledge of where to explore forlinks to new content, it is possible to discover 90% of all newcontent with under 3% overhead, and 100% of new content with 9%overhead. But actual algorithms, which do not have access to perfectforeknowledge, face a more difficult task: one quarter of new contentis simply not amenable to efficient discovery. Of the remaining threequarters, 80% of new content during a given week may be discoveredwith 160% overhead if content is recrawled fully on a monthly basis.

We consider how a search engine should select advertisements to display with search results, in order to maximize its revenue. Under the standard "pay-per-click" arrangement, revenue depends on how well the displayed advertisements appeal to users. The main difficulty stems from new advertisements whose degree of appeal has yet to be determined. Often the only reliable way of determining appeal is exploration via display to users, which detracts from exploitation of other advertisements known to have high appeal. Budget constraints and finite advertisement lifetimes make it necessary to explore as well as exploit. In this paper we study the tradeoff between exploration and exploitation, modeling advertisement placement as a multi-armed bandit problem. We extend traditional bandit formulations to account for budget constraints that occur in search engine advertising markets, and derive theoretical bounds on the performance of a family of algorithms. We measure empirical performance via extensive experiments over real-world data.

Search engines are the primary gateways of information access on the Web today. Behind the scenes, search engines crawl the Web to populate a local indexed repository of Web pages, used to answer user search queries. In an aggregate sense, the Web is very dynamic, causing any repository of Web pages to become out of date over time, which in turn causes query answer quality to degrade. Given the considerable size, dynamicity, and degree of autonomy of the Web as a whole, it is not feasible for a search engine to maintain its repository exactly synchronized with the Web. In this paper we study how to schedule Web pages for selective (re)downloading into a search engine repository. The scheduling objective is to maximize the quality of the user experience for those who query the search engine. We begin with a quantitative characterization of the way in which the discrepancy between the content of the repository and the current content of the live Web impacts the quality of the user experience. This characterization leads to a usercentric metric of the quality of a search engine’s local repository. We use this metric to derive a policy for scheduling Web page (re)downloading that is driven by search engine usage and free of exterior tuning parameters. We then focus on the important subproblem of scheduling refreshing of Web pages already present in the repository, and show how to compute the priorities efficiently. We provide extensive empirical comparisons of our user-centric method against prior Web page refresh strategies, using real Web data. Our results demonstrate that our method requires far fewer resources to maintain same search engine quality level for users, leaving substantially more resources available for incorporating new Web pages into the search repository.

Access control policies in the e-commerce domain can be quite complex, affecting the response time provided to the users. We describe an event-based access control system that can potentially reduce the customer response time by pre-computing the access control rights based on policies.

Continuous queries are queries for which responses given to users must be continuously updated, as the sources of interest get updated. Such queries occur, for instance, during on-line decision making, e.g., traffic flow control, weather monitoring, etc. The problem of keeping the responses current reduces to the problem of deciding how often to visit a source to determine if and how it has been modified so that a user response can be updated accordingly. On the surface, this seems to be similar to the crawling problem since crawlers attempt to keep indexes up-to-date as users pose search queries. We show that this is not the case, both due to the inherent differences between the nature of the two problems as well as the performance metric. We also develop and evaluate a multiphase solution to the problem. Some of the important phases are: The monitoring phase, in which changes, to an initially identified set of relevant pages, are tracked. From the observed change characteristics of these pages, a probabilistic model of their change behaviour is formulated and weights are assigned to pages to denote their importance for the current queries. During the next phase, the Resource Allocation phase, based on these statistics, resources, needed to continuously probe these pages for changes, are allocated. Given these resource allocations, the scheduling phase produces an optimal achievable schedule for the probings. An experimental evaluation of our approach compared to prior approaches for crawling dynamic web pages leads to some interesting observations pertaining to the differences between the two problem of crawling—to build an index—and the problem of change tracking— to respond to continuous queries. 1.

The hybrid (position and force) control problem of a robot manipulator has been cast into the framework of control of dynamical systems whose mathematic model contains uncertainties. The uncertainties involved can be due to imperfect modeling, friction, payload change, and external disturbances. Based solely on the bound of these uncertainties, controllers can be constructed. A two-joint SCARA-type robot is discussed as an illustrative example.>

The problem of hybrid (position and force) control of robot manipulators is studied as a control of a dynamical system whose mathematical model contains uncertainties. It is shown that robust control which renders the system globally practically stable can be designed. A simplification of the robust control can be made provided the uncertainty is cone-bounded. This occurs when the modeling error in the Coriolis and centrifugal forces is negligible. Further elaboration on the quadratically bounded uncertainty (which occurs as substantial modeling error in Coriolis and centrifugal forces arises) is investigated. The simplified robust control is shown to be applicable provided the control design parameters are chosen in a prescribed way. A control for a two-joint SCARA type robot is provided as an illustrative example. Excellent system performance is observed.>