research-article

To swing or not to swing: learning when (not) to advertise

Authors:

Massimiliano Ciaramita,

Marcus Fontoura,

Evgeniy Gabrilovich,

Vanja Josifovski,

Donald Metzler,

Vanessa Murdock,

Vassilis PlachourasAuthors Info & Claims

CIKM '08: Proceedings of the 17th ACM conference on Information and knowledge management

Pages 1003 - 1012

https://doi.org/10.1145/1458082.1458216

Published: 26 October 2008 Publication History

Abstract

Web textual advertising can be interpreted as a search problem over the corpus of ads available for display in a particular context. In contrast to conventional information retrieval systems, which always return results if the corpus contains any documents lexically related to the query, in Web advertising it is acceptable, and occasionally even desirable, not to show any results. When no ads are relevant to the user's interests, then showing irrelevant ads should be avoided since they annoy the user and produce no economic benefit. In this paper we pose a decision problem "whether to swing", that is, whether or not to show any of the ads for the incoming request. We propose two methods for addressing this problem, a simple thresholding approach and a machine learning approach, which collectively analyzes the set of candidate ads augmented with external knowledge. Our experimental evaluation, based on over 28,000 editorial judgments, shows that we are able to predict, with high accuracy, when to "swing" for both content match and sponsored search advertising.

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Cited By

Chen DYan QChen CZheng ZLiu YMa ZYu CXu JZheng BAl Hasan MXiong L(2022)Hierarchically Constrained Adaptive Ad Exposure in FeedsProceedings of the 31st ACM International Conference on Information & Knowledge Management10.1145/3511808.3557103(3003-3012)Online publication date: 17-Oct-2022
https://dl.acm.org/doi/10.1145/3511808.3557103
Bahri DTay YZheng CMetzler DTomkins AHuang JChang YCheng XKamps JMurdock VWen JLiu Y(2020)Choppy: Cut Transformer for Ranked List TruncationProceedings of the 43rd International ACM SIGIR Conference on Research and Development in Information Retrieval10.1145/3397271.3401188(1513-1516)Online publication date: 25-Jul-2020
https://dl.acm.org/doi/10.1145/3397271.3401188
Bron MZhou KHaines ALalmas M(2019)Uncovering Bias in Ad Feedback Data Analyses & Applications✱Companion Proceedings of The 2019 World Wide Web Conference10.1145/3308560.3317304(614-623)Online publication date: 13-May-2019
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Index Terms

To swing or not to swing: learning when (not) to advertise
1. Information systems
  1. Information retrieval
  2. Information storage systems

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Published In

cover image ACM Conferences

CIKM '08: Proceedings of the 17th ACM conference on Information and knowledge management

October 2008

1562 pages

ISBN:9781595939913

DOI:10.1145/1458082

General Chair:
James G. Shanahan
Church and Duncan Group Inc, USA
,
Program Chairs:
Sihem Amer-Yahia
Yahoo! Research, USA
,
Ioana Manolescu
INRIA, France
,
Yi Zhang
University of California, Santa Cruz, USA
,
David A. Evans
JustSystems Evans Research, USA
,
Alek Kolcz
Microsoft Live Labs, USA
,
Key-Sun Choi
KAIST, Korea
,
Abdur Chowdury
Twitter, USA

Copyright © 2008 ACM.

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Published: 26 October 2008

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October 26 - 30, 2008

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Cited By

Chen DYan QChen CZheng ZLiu YMa ZYu CXu JZheng BAl Hasan MXiong L(2022)Hierarchically Constrained Adaptive Ad Exposure in FeedsProceedings of the 31st ACM International Conference on Information & Knowledge Management10.1145/3511808.3557103(3003-3012)Online publication date: 17-Oct-2022
https://dl.acm.org/doi/10.1145/3511808.3557103
Bahri DTay YZheng CMetzler DTomkins AHuang JChang YCheng XKamps JMurdock VWen JLiu Y(2020)Choppy: Cut Transformer for Ranked List TruncationProceedings of the 43rd International ACM SIGIR Conference on Research and Development in Information Retrieval10.1145/3397271.3401188(1513-1516)Online publication date: 25-Jul-2020
https://dl.acm.org/doi/10.1145/3397271.3401188
Bron MZhou KHaines ALalmas M(2019)Uncovering Bias in Ad Feedback Data Analyses & Applications✱Companion Proceedings of The 2019 World Wide Web Conference10.1145/3308560.3317304(614-623)Online publication date: 13-May-2019
https://dl.acm.org/doi/10.1145/3308560.3317304
McIlwraith DCatalucci ABoyd SAghrout RGuo Y(2018)Optimising Toward Completed Videos in an Online Video Advertising Exchange2018 IEEE 42nd Annual Computer Software and Applications Conference (COMPSAC)10.1109/COMPSAC.2018.00081(528-533)Online publication date: Jul-2018
https://doi.org/10.1109/COMPSAC.2018.00081
Song YRen KCai HZhang WYu YLim EWinslett MSanderson MFu ASun JCulpepper SLo EHo JDonato DAgrawal RZheng YCastillo CSun ATseng VLi C(2017)Volume Ranking and Sequential Selection in Programmatic Display AdvertisingProceedings of the 2017 ACM on Conference on Information and Knowledge Management10.1145/3132847.3132853(1099-1107)Online publication date: 6-Nov-2017
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Schultz C(2016)An Overview of Search Engine Advertising ResearchEncyclopedia of E-Commerce Development, Implementation, and Management10.4018/978-1-4666-9787-4.ch024(310-328)Online publication date: 2016
https://doi.org/10.4018/978-1-4666-9787-4.ch024
Hohnhold HO'Brien DTang DCao LZhang CJoachims TWebb GMargineantu DWilliams G(2015)Focusing on the Long-termProceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining10.1145/2783258.2788583(1849-1858)Online publication date: 10-Aug-2015
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Vattikonda BKodipaka SZhou HDave VGuha SSnoeren ACao LZhang CJoachims TWebb GMargineantu DWilliams G(2015)Interpreting Advertiser Intent in Sponsored SearchProceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining10.1145/2783258.2788566(2177-2185)Online publication date: 10-Aug-2015
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Lv YFuxman ABaeza-Yates RLalmas MMoffat ARibeiro-Neto B(2015)In Situ InsightsProceedings of the 38th International ACM SIGIR Conference on Research and Development in Information Retrieval10.1145/2766462.2767696(655-664)Online publication date: 9-Aug-2015
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Gupte MKrushevskaja DMuthukrishnan S(2015)Analyses of Cardinal AuctionsAlgorithmica10.1007/s00453-013-9832-x71:4(889-903)Online publication date: 1-Apr-2015
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