Advertising-Paper-List

Ads Relevance(CTR, CVR Prediction)

Sponsor Search

• Optimizing Search Engine Revenue in Sponsored Search. Y. Zhu, G. Wang, J. Yang, D. Wang, J. Yan, J. Hu, Z. Chen. SIGIR, 2009.
• Improving Ad Relevance in Sponsored Search. D. Hillard, S. Schroedl, E. Manavoglu, H. Raghavan, C. Leggetter. WSDM, 2010.
• DeepIntent: Learning Attentions for Online Advertising with Recurrent Neural Networks. Shuangfei Zhai, Keng-hao Chang, Ruofei Zhang, Zhongfei(Mark) Zhang. SIGKDD, 2016.

CTR Prediction(for CPM)

• Bid-aware Gradient Descent for Unbiased Learning with Censored Data in Display Advertising. Weinan ZhangM Tianxiong Zhou, Jun Wang, Jian Xu. SIGKDD, 2016.
• Deep Learning over Multi-field Categorical Data – A Case Study on User Response Prediction. Weinan Zhang, Tianming Du, Jun Wang.
• Fast Computation of Posterior Mode in Multi-Level Hierarchical Models. Liang Zhang, D. Agarwal. Neural Information Processing Systems Foundation, 2008.

CVR Prediction(for CPA)

• Estimating Rates of Rare Events with Multiple Hierarchies through Scalable Log-linear Models. D. Agarwal, R. Agrawal, R. Khanna, N, Kota. SIGKDD, 2010.
• Estimating Rates of Rare Events at Multiple Resolutions. D. Agarwal, A. Broder, D. Chakrabarti, D. Diklic, V. Josifovski, M. Sayyadian. SIGKDD, 2007
• Response Prediction Using Collaborative Filtering with Hierarchies and Side-information. A. K. Menon, K. Chitrapura, S. Garg, D. Agarwal, N. Kota. SIGKDD, 2011.
• Estimating Conversion Rete in Display Advertising from Past Performance Data. Kuang-chih Lee, B. Orten, A. Dasdan, Wentong Li. SIGKDD, 2012.
• Post-Click Conversion Modeling and Analysis for Non-Guaranteed Delivery Display Advertising. R. Rosales, Haibin Cheng, E. Manavoglu. WSDM, 2012.
• Modeling Delayed Feedback in Display Advertising. O. Chapelle. SIGKDD, 2014.
• Pay-Per-Action Model for Online Advertising M. Mahdian, K. Tomak. Lecture Notes in Computer Science, 2007.
• Simple and Scalable Response Prediction for Display Advertising O. Chapelle, E. Manavoglu, R. Rosales. ACM Trans. Intell. Syst. Technol, 2015.

Bidding

• Lift-Based Bidding in Ad Selection. Jian Xu., Xuhui Shao, Jianjie Ma, Kuang-chih Lee, Hang Qi, Quan Lu. AAAI, 2016

User Engagements

• Promoting Positive Post-Click Experience for in-stream Yahoo Gemini Users. M. Lalmas, J. Lehmann, G. Shaked, F. Silvestri and G. Tolomei. SIGKDD, 2015.
• Improving Post-Click User Engagement on Native Ads via Survival Analysis.. N. Barbieri, F. Silvestri, M. Lalmas. WWW, 2016.
• Prediting Pre-Click Quality for Native Advertisements. Ke Zhou, M. Redi, Andy Haines, Mounia Lalmas. WWW, 2016.

Allocation

Attribution

• Data-driven Multi-touch Attribution Models. Xuhui Shao, Lexin Li. SIGKDD, 2011.
• Causally Motivated Attribution for Online Advertising. B. Dalessandro, C. Perlish, O. Stitelman, F. Provost. Workshop paper, 2012.
• Time-weighted Multi-touch Attribution and Channel Relevance in the Customer Journey to Online Purchase. D. A. Wooff, J. M. Anderson. JSTP, 2014.