The purpose of modeling document relevance for search engines is to rank better in subsequent searches. Document-specific historical click-through rates can be important features in a dynamic ranking system which updates as we accumulate more sample. This paper describes the properties of several such features, and tests them in controlled experiments. Extending the inverse propensity weighting method to documents creates an unbiased estimate of document relevance. This feature can approximate relevance accurately, leading to near-optimal ranking in ideal circumstances. However, it has high variance that is increasing with respect to the degree of position bias. Furthermore, inaccurate position bias estimation leads to poor performance. Under several scenarios this feature can perform worse than biased click-through rates. This paper underscores the need for accurate position bias estimation, and is unique in suggesting simultaneous use of biased and unbiased position bias features.

Online advertisements are important elements in e-commerce sites, social media platforms, and search engines. With the increasing popularity of mobile browsing, many online ads are displayed with visual information in the form of a cover image in addition to text descriptions to grab the attention of users. Various recent studies have focused on predicting the click rates of online advertisements aware of visual features or composing optimal advertisement elements to enhance visibility. In this paper, we propose Advertisement Style Editing and Attractiveness Enhancement (AdSEE), which explores whether semantic editing to ads images can affect or alter the popularity of online advertisements. We introduce StyleGAN-based facial semantic editing and inversion to ads images and train a click rate predictor attributing GAN-based face latent representations in addition to traditional visual and textual features to click rates. Through a large collected dataset named QQ-AD, containing 20,527 online ads, we perform extensive offline tests to study how different semantic directions and their edit coefficients may impact click rates. We further design a Genetic Advertisement Editor to efficiently search for the optimal edit directions and intensity given an input ad cover image to enhance its projected click rates. Online A/B tests performed over a period of 5 days have verified the increased click-through rates of AdSEE-edited samples as compared to a control group of original ads, verifying the relation between image styles and ad popularity. We open source the code for AdSEE research at https://github.com/LiyaoJiang1998/adsee.

Lately it seems conversations about artificial intelligence (AI) are everywhere. There are constant discussions on the potential for popular AI chatbot ChatGPT, developed by OpenAI, to take over jobs ranging from media to analysts to the tech industry, and maybe even malicious phishing attacks. But can AI really replace humans? That's what recent research from Hoxhunt, a cybersecurity behavior change software company, hoped to explore by analyzing the effectiveness of ChatGPT-generated phishing attacks. The study analyzed more than 53,000 email users and compared the win-rate on simulated phishing attacks created by human social engineers and those created by AI large language models.

Most if not all on-line item-to-item recommendation systems rely on estimation of a distance like measure (rank) of similarity between items. For on-line recommendation systems, time sensitivity of this similarity measure is extremely important. We observe that recommendation "recency" can be straightforwardly and transparently maintained by iterative reduction of ranks of inactive items. The paper briefly summarizes algorithmic developments based on this self-explanatory observation. The basic idea behind this work is patented in a context of online recommendation systems.

Adaptive experiments can increase the chance that current students obtain better outcomes from a field experiment of an instructional intervention. In such experiments, the probability of assigning students to conditions changes while more data is being collected, so students can be assigned to interventions that are likely to perform better. Digital educational environments lower the barrier to conducting such adaptive experiments, but they are rarely applied in education. One reason might be that researchers have access to few real-world case studies that illustrate the advantages and disadvantages of these experiments in a specific context. We evaluate the effect of homework email reminders in students by conducting an adaptive experiment using the Thompson Sampling algorithm and compare it to a traditional uniform random experiment. We present this as a case study on how to conduct such experiments, and we raise a range of open questions about the conditions under which adaptive randomized experiments may be more or less useful.

Most of the existing methods for debaising in click-through rate (CTR) prediction depend on an oversimplified assumption, i.e., the click probability is the product of observation probability and relevance probability. However, since there is a complicated interplay between these two probabilities, these methods cannot be applied to other scenarios, e.g. query auto completion (QAC) and route recommendation. We propose a general debiasing framework without simplifying the relationships between variables, which can handle all scenarios in CTR prediction. Simulation experiments show that: under the simplest scenario, our method maintains a similar AUC with the state-of-the-art methods; in other scenarios, our method achieves considerable improvements compared with existing methods. Meanwhile, in online experiments, the framework also gains significant improvements consistently.

In the world of rampant data sharing, nefarious use of personal data and media manipulation, it is clear the lucrative ad tech market may not necessarily be ready for complete transformation. This post follows the introductory article entitled, Real-Time Bidding: The Ad Industry has Crossed a Very Serious Line. I had a chance to sit down with Dr. Augustine Fou, my collaborator on the article, and a seasoned marketer, who has "witnessed the entire arc of the evolution of digital marketing". Dr. Fou currently helps marketers audit their digital campaigns for ad fraud and optimize campaigns based on accurate analytics. Advertising has evolved tremendously in the last 20 years.

We consider the problem of recommending relevant content to users of an internet platform in the form of lists of items, called slates. We introduce a variational Bayesian Recurrent Neural Net recommender system that acts on time series of interactions between the internet platform and the user, and which scales to real world industrial situations. The recommender system is tested both online on real users, and on an offline dataset collected from a Norwegian web-based marketplace, FINN.no, that is made public for research. This is one of the first publicly available datasets which includes all the slates that are presented to users as well as which items (if any) in the slates were clicked on. Such a data set allows us to move beyond the common assumption that implicitly assumes that users are considering all possible items at each interaction. Instead we build our likelihood using the items that are actually in the slate, and evaluate the strengths and weaknesses of both approaches theoretically and in experiments. We also introduce a hierarchical prior for the item parameters based on group memberships. Both item parameters and user preferences are learned probabilistically. Furthermore, we combine our model with bandit strategies to ensure learning, and introduce `in-slate Thompson Sampling' which makes use of the slates to maximise explorative opportunities. We show experimentally that explorative recommender strategies perform on par or above their greedy counterparts. Even without making use of exploration to learn more effectively, click rates increase simply because of improved diversity in the recommended slates.

Learn how to build and use your very own chatbot using Flow Xo and Manychat on Facebook, the #1 platform for marketing messenger. First things first, thank you for taking the time to stop by and check out my Chatbot & Messenger Marketing Course. I am a Full Stack Web Developer running a successful IT company that has grown and progressed to be at the center stage of information and technology. With more than 5 years of digital marketing experience, I provide effective computing strategies and solutions to private and government organizations. I am also using my skills to generate a 6 figure income by doing freelancing on many platforms such as Fiverr, Upwork & Social Media LinkedIn.

Artificial Intelligence (AI) is taking the world by storm. It is a relevant game-changer for every vertical, from legal to retail to travel to ecommerce and the list goes on. It only grows more in impacting almost every facet of our daily lives. And as a marketer, what can it do for you? It is important to understand that AI is not a solution.