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Exploitation and Exploration in a Performance based Contextual Advertising System

Exploitation and Exploration in a Performance based Contextual Advertising System

This video was recorded at 16th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD), Washington 2010. 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... Show More

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