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Method and system for obtaining advertisement click-through rate pre-estimation model

An advertising click and estimation model technology, applied in character and pattern recognition, marketing, instrumentation, etc., can solve the problems of inability to accurately estimate the click rate of advertisements, destroy the internal relationship, and fail to consider the internal relationship, and achieve accurate advertising click rate. , accurately estimated effect

Inactive Publication Date: 2016-07-20
SHANGHAI TRUELAND INFORMATION & TECH CO LTD
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Problems solved by technology

However, these methods do not take into account the internal relationship between the three-dimensional space of the user, the query and the advertisement presented by the advertisement click data while reducing the dimensionality of the data, which destroys the internal relationship between the three, causes a large loss of information, and cannot accurately predict the advertisement click rate. estimate

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  • Method and system for obtaining advertisement click-through rate pre-estimation model
  • Method and system for obtaining advertisement click-through rate pre-estimation model
  • Method and system for obtaining advertisement click-through rate pre-estimation model

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Embodiment 1

[0043] The present invention provides a method for obtaining an advertisement click-through rate prediction model, figure 1 It shows a flow chart of the method for obtaining an advertisement click-through rate prediction model of the present invention, including:

[0044] Step S101: Obtain the history of data generated based on the user, query keywords, clicked advertisements in the query results, and the number of advertisement impressions of the clicked target advertisements in the target query results after the target user and target query keywords are given click log data;

[0045] When the user u submits the query keyword q, the search engine will return a set of sorted advertisement lists, and the user browses the returned list and clicks on the interested advertisement a. Each record in the historical click log data can be uniquely identified by a quaternion , where u represents a user, q represents a query keyword, a represents an advertisement, and s represents a giv...

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Abstract

The invention discloses a method and system for obtaining an advertisement click-through rate pre-estimation model. The method comprises the steps of: obtaining historical click journal data generated according to data of users, query key words and clicked advertisements in query results and the frequency of advertisement exhibition; respectively performing clustering dimension reduction on the users, the query key words and the advertisement data according to the frequency of the advertisement exhibition and respectively obtaining the user data after clustering, the query key word data after clustering and the advertisement data after clustering; establishing a tensor and using a Tucker tensor decomposition method to decompose the tensor to obtain an approximate tensor after tensor dimension reduction; and performing supporting vector machine learning based on a radial basis function according to other target attributive characteristic data and the approximate tensor, and obtaining the advertisement click-through rate pre-estimation model. According to the invention, the relation between the users, the query key words and the advertisements are considered sufficiently, the mode combining the characteristic dimension reduction with the characteristic learning is used, and the advertisement click-through rate can be pre-estimated accurately.

Description

technical field [0001] The invention relates to the field of information prediction, in particular to a method and system for obtaining an advertisement click rate prediction model. Background technique [0002] Online advertising is one of the business models of the Internet. With the development of online promotion technology, advertising is changing from "extensive" delivery to "precision" delivery. The research in this field is called "computational advertising". Advertisement click-through rate (CTR, Click-Through-Rate) is an important index to evaluate the user's preference for advertisements, and it is of great significance for the precise placement of advertisements. Therefore, the click-through rate estimation is a hot issue in the fields of information retrieval and machine learning. . [0003] Search ads are characterized by a large amount of data and high-dimensional and sparse features. The dimension of effective information (non-zero value) in high-dimensional...

Claims

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Application Information

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Patent Type & Authority Applications(China)
IPC IPC(8): G06Q30/02G06F17/30G06K9/62
CPCG06F16/2457G06Q30/0242G06F18/23213
Inventor 陈海林
Owner SHANGHAI TRUELAND INFORMATION & TECH CO LTD
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