targeted advertising
Transfer Learning by Distribution Matching for Targeted Advertising
We address the problem of learning classifiers for several related tasks that may differ in their joint distribution of input and output variables. For each task, small - possibly even empty - labeled samples and large unlabeled samples are available. While the unlabeled samples reflect the target distribution, the labeled samples may be biased. We derive a solution that produces resampling weights which match the pool of all examples to the target distribution of any given task. Our work is motivated by the problem of predicting sociodemographic features for users of web portals, based on the content which they have accessed.
Targeted Advertising on Social Networks Using Online Variational Tensor Regression
Idé, Tsuyoshi, Murugesan, Keerthiram, Bouneffouf, Djallel, Abe, Naoki
This paper is concerned with online targeted advertising on social networks. The main technical task we address is to estimate the activation probability for user pairs, which quantifies the influence one user may have on another towards purchasing decisions. This is a challenging task because one marketing episode typically involves a multitude of marketing campaigns/strategies of different products for highly diverse customers. In this paper, we propose what we believe is the first tensor-based contextual bandit framework for online targeted advertising. The proposed framework is designed to accommodate any number of feature vectors in the form of multi-mode tensor, thereby enabling to capture the heterogeneity that may exist over user preferences, products, and campaign strategies in a unified manner. To handle inter-dependency of tensor modes, we introduce an online variational algorithm with a mean-field approximation. We empirically confirm that the proposed TensorUCB algorithm achieves a significant improvement in influence maximization tasks over the benchmarks, which is attributable to its capability of capturing the user-product heterogeneity.
Transfer Learning by Distribution Matching for Targeted Advertising
Bickel, Steffen, Sawade, Christoph, Scheffer, Tobias
We address the problem of learning classifiers for several related tasks that may differ in their joint distribution of input and output variables. For each task, small - possibly even empty - labeled samples and large unlabeled samples are available. While the unlabeled samples reflect the target distribution, the labeled samples may be biased. We derive a solution that produces resampling weights which match the pool of all examples to the target distribution of any given task. Our work is motivated by the problem of predicting sociodemographic features for users of web portals, based on the content which they have accessed.