Material Detail

Personalized Click Prediction in Sponsored Search

Personalized Click Prediction in Sponsored Search

This video was recorded at Third ACM International Conference on Web Search and Data Mining - WSDM 2010. Sponsored search is a multi-billion dollar business that generates most of the revenue for search engines. Predicting the probability that users click on ads is crucial to sponsored search because the prediction is used to influence ranking, filtering, placement, and pricing of ads. Ad ranking, filtering and placement have a direct impact on the user experience, as users expect the most useful ads to rank high and be placed in a prominent position on the page. Pricing impacts the advertisers' return on their investment and revenue for the search engine. The objective of this paper is to present a framework for the personalization of click models in sponsored search. We develop... Show More


  • User Rating
  • Comments
  • Learning Exercises
  • Bookmark Collections
  • Course ePortfolios
  • Accessibility Info

More about this material


Log in to participate in the discussions or sign up if you are not already a MERLOT member.