Advertisement click rate prediction method and device

An advertisement click and click rate technology, applied in the field of advertisement ranking, can solve problems such as click rate estimation deviation, and achieve the effect of solving adverse effects

Active Publication Date: 2014-07-23
TENCENT TECH (SHENZHEN) CO LTD
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Problems solved by technology

[0005] The invention provides a method and device for estimating the click-through rate of advertisem

Method used

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  • Advertisement click rate prediction method and device
  • Advertisement click rate prediction method and device
  • Advertisement click rate prediction method and device

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Embodiment 1

[0056] In this embodiment, advertisement A has been displayed 100 times in history and has been clicked 10 times, and the 95% confidence interval [min_pCTR, max_pCTR] of the advertisement pCTR is calculated using the following formula:

[0057] p ^ ± z 1 - α / 2 p ^ ( 1 - p ^ ) n ,

[0058] in, is the number of clicks divided by the number of impressions,

[0059] n is the display times, n=100;

[0060] α=1-95%=0.05;

[0061] z 1-α / 2 =1.96.

[0062] According to the above formula, it is calculated that min_pCTR=0.1-0.0588=0.0412,...

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Abstract

The invention provides an advertisement click rate prediction method and device. The method comprises the steps that the number of times of presentation and the number of times of being clicked of an advertisement are counted; according to the number of times of presentation and the number of times of being clicked, the confidence interval of the advertisement click rate is calculated; and according to normal distribution, a value is sampled from the confidence interval and is used as a prediction value of the advertisement click rate. According to the invention, an adverse effect caused by the prediction deviation of the click rate can be solved.

Description

technical field [0001] The invention relates to the technical field of advertisement sorting, in particular to a method and device for estimating the click-through rate of advertisements. Background technique [0002] At present, the performance advertising systems in the industry all use the method based on the estimation of the click-through rate of advertisements when ranking advertisements. The specific method is to first estimate the click-through rate of candidate advertisements through statistics or machine learning (such as logistic regression), that is, the predicted click-through rate (pCTR, predicted click-through rate), and then calculate the quality of the advertisement based on pCTR (Quality ), and finally arrange and display the advertisements in reverse order of bid (Bid)*Quality, the higher the bid and the higher the quality of the advertisement, the higher the ranking. The ranking follows the generalized second price auction (GSP, Generalized Second Price ...

Claims

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Application Information

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IPC IPC(8): G06Q10/04G06Q30/02
Inventor 周星
Owner TENCENT TECH (SHENZHEN) CO LTD
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