Learning to predict ad clicks based on boosted collaborative filtering

Teng Kai Fan, Chia Hui Chang

研究成果: 書貢獻/報告類型會議論文篇章同行評審

4 引文 斯高帕斯(Scopus)

摘要

This paper addresses the topic of social advertising, which refers to the allocation of ads based on individual user social information and behaviors. As social network services (e.g., Facebook and Morgenstern) are becoming the main platform for social activities, more than 20% of online advertisements appear on social network sites. The allocation of advertisements based on both individual information and social relationships is becoming ever more important. In this study, we first propose the notion of social filtering and compare it with content-based filtering and collaborative filtering for advertisement allocation in a social network. Second, we apply content-boosted and social-boosted methods to enhance existing collaborating filtering models. Finally, an effective learning-based framework is proposed to combine filtering models to improve social advertising. The experiments are conducted based on datasets collected from a social finance web site called Morgenstern. We performed a series of comparison experiments between filtering approaches. The experimental results indicate that the learning-based framework is able to achieve better performance results than fundamental filtering and boosted filtering mechanisms alone.

原文???core.languages.en_GB???
主出版物標題Proceedings - SocialCom 2010
主出版物子標題2nd IEEE International Conference on Social Computing, PASSAT 2010: 2nd IEEE International Conference on Privacy, Security, Risk and Trust
頁面209-216
頁數8
DOIs
出版狀態已出版 - 2010
事件2nd IEEE International Conference on Social Computing, SocialCom 2010, 2nd IEEE International Conference on Privacy, Security, Risk and Trust, PASSAT 2010 - Minneapolis, MN, United States
持續時間: 20 8月 201022 8月 2010

出版系列

名字Proceedings - SocialCom 2010: 2nd IEEE International Conference on Social Computing, PASSAT 2010: 2nd IEEE International Conference on Privacy, Security, Risk and Trust

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???event.eventtypes.event.conference???2nd IEEE International Conference on Social Computing, SocialCom 2010, 2nd IEEE International Conference on Privacy, Security, Risk and Trust, PASSAT 2010
國家/地區United States
城市Minneapolis, MN
期間20/08/1022/08/10

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