User interest and behavior modeling is a critical step in online digital advertising. On the one hand, user interests directly impact their response and actions to the displayed advertisement (Ad). On the other hand, user interests can further help determine the probability of an Ad viewer becoming a buying customer. To date, existing methods for Ad click prediction, or click-through rate prediction, mainly consider representing users as a static feature set and train machine learning classifiers to predict clicks. Such approaches do not consider temporal variance and changes in user behaviors, and solely rely on given features for learning. In this paper, we propose two deep learning-based frameworks, LSTM cp and LSTM ip , for user click prediction and user interest modeling. Our goal is to accurately predict (1) the probability of a user clicking on an Ad and (2) the probability of a user clicking a specific type of Ad campaign. To achieve the goal, we collect page information displayed to the users as a temporal sequence and use long short-term memory (LSTM) network to learn features that represents user interests as latent features. Experiments and comparisons on real-world data show that, compared to existing static set-based approaches, considering sequences and temporal variance of user requests results in improvements in user Ad response prediction and campaign specific user Ad click prediction.

Online advertising, as a vast market, has gained significant attention in various platforms ranging from search engines, third-party websites, social media, and mobile apps. The prosperity of online campaigns is a challenge in online marketing and is usually evaluated by user response through different metrics, such as clicks on advertisement (ad) creatives, subscriptions to products, purchases of items, or explicit user feedback through online surveys. Recent years have witnessed a significant increase in the number of studies using computational approaches, including machine learning methods, for user response prediction. However, existing literature mainly focuses on algorithmic-driven designs to solve specific challenges, and no comprehensive review exists to answer many important questions. What are the parties involved in the online digital advertising eco-systems? What type of data are available for user response prediction? How do we predict user response in a reliable and/or transparent way? In this survey, we provide a comprehensive review of user response prediction in online advertising and related recommender applications. Our essential goal is to provide a thorough understanding of online advertising platforms, stakeholders, data availability, and typical ways of user response prediction. We propose a taxonomy to categorize state-of-the-art user response prediction methods, primarily focusing on the current progress of machine learning methods used in different online platforms. In addition, we also review applications of user response prediction, benchmark datasets, and open source codes in the field.

Online advertising, as the vast market, has gained significant attentions in various platforms ranging from search engines, third-party websites, social media, and mobile apps. The prosperity of online campaigns is a challenge in online marketing and is usually evaluated by user response through different metrics, such as clicks on advertisement (ad) creatives, subscriptions to products, purchases of items, or explicit user feedback through online surveys. Recent years have witnessed a significant increase in the number of studies using computational approaches, including machine learning methods, for user response prediction. However, existing literature mainly focuses on algorithmic-driven designs to solve specific challenges, and no comprehensive review exists to answer many important questions. What are the parties involved in the online digital advertising eco-systems? What type of data are available for user response prediction? How to predict user response in a reliable and/or transparent way? In this survey, we provide a comprehensive review of user response prediction in online advertising and related recommender applications. Our essential goal is to provide a thorough understanding of online advertising platforms, stakeholders, data availability, and typical ways of user response prediction. We propose a taxonomy to categorize state-of-the-art user response prediction methods, primarily focus on the current progress of machine learning methods used in different online platforms. In addition, we also review applications of user response prediction, benchmark datasets, and open-source codes in the field.

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