2010 ExploitationandExplorationinaPe

• (Li et al., 2010) ⇒ Wei Li, Xuerui Wang, Ruofei Zhang, Ying Cui, Jianchang Mao, and Rong Jin. (2010). “Exploitation and Exploration in a Performance based Contextual Advertising System.” In: Proceedings of the 16th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD-2010). doi:10.1145/1835804.1835811

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Cited By

• http://scholar.google.com/scholar?q=%22Exploitation+and+exploration+in+a+performance+based+contextual+advertising+system%22+2010
• http://portal.acm.org/citation.cfm?id=1835811&preflayout=flat#citedby

Quotes

Abstract

The dynamic marketplace in online advertising calls for ranking systems that are optimized to consistently promote and capitalize better performing ads. The streaming nature of online data inevitably makes an advertising system choose between maximizing its expected revenue according to its current knowledge in short term (exploitation) and trying to learn more about the unknown to improve its knowledge (exploration), since the latter might increase its revenue in the future. The exploitation and exploration (EE) tradeoff has been extensively studied in the reinforcement learning community, however, not been paid much attention in online advertising until recently. In this paper, we develop two novel EE strategies for online advertising. Specifically, our methods can adaptively balance the two aspects of EE by automatically learning the optimal tradeoff and incorporating confidence metrics of historical performance. Within a deliberately designed offline simulation framework we apply our algorithms to an industry leading performance based contextual advertising system and conduct extensive evaluations with real online event log data. experimental results and detailed analysis reveal several important findings of EE behaviors in online advertising and demonstrate that our algorithms perform superiorly in terms of ad reach and click-through-rate (CTR).

References

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	Author	volume	Date Value	title	type	journal	titleUrl	doi	note	year
2010 ExploitationandExplorationinaPe	Rong Jin Xuerui Wang Ruofei Zhang Ying Cui Jianchang Mao Wei Li			Exploitation and Exploration in a Performance based Contextual Advertising System		KDD-2010 Proceedings		10.1145/1835804.1835811		2010