Proceedings of the 28th ACM International Conference on Information and Knowledge Management 2019
DOI: 10.1145/3357384.3357819
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Learning to Advertise for Organic Traffic Maximization in E-Commerce Product Feeds

Abstract: Most e-commerce product feeds provide blended results of advertised products and recommended products to consumers. e underlying advertising and recommendation platforms share similar if not exactly the same set of candidate products. Consumers behaviors on the advertised results constitute part of the recommendation model's training data and therefore can in uence the recommended results. We refer to this process as Leverage. Considering this mechanism, we propose a novel perspective that advertisers can stra… Show more

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Cited by 5 publications
(3 citation statements)
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“…Organic Traffic Organic traffic refers to users that arrive at the corporate website through a non-paid way [9,53,54].…”
Section: Web Analytics Kpis Description Of the Web Analytics Kpismentioning
confidence: 99%
“…Organic Traffic Organic traffic refers to users that arrive at the corporate website through a non-paid way [9,53,54].…”
Section: Web Analytics Kpis Description Of the Web Analytics Kpismentioning
confidence: 99%
“…Adaptive Ad Exposure results of organic (recommended) items and sponsored items (ads) to users [3]. Conventionally, ad exposure positions are fixed for the sake of simplicity in system implementation, which is known as fixed ad exposure strategy (left part in Figure 1).…”
Section: Fixed Ad Exposurementioning
confidence: 99%
“…For example, E-Commerce has seen an unprecedented growth with a vast amount of users now engaging in online browsing to find desired products [32], 72% of "ordinary" users rely on the Internet to seek healthrelated information [12], and an estimated 3.6 billion users observe social information through social media accounts [20]. Yet in the field of Information Seeking and Retrieval (ISR) where one focus is to explicitly examine the retrieval of information online [21], research involving ads has concentrated on determining what ads should be displayed through a process called traffic allocation [19]. Similar to marketing objectives, traffic allocation aims at retrieving relevant ads to users that are most clickable and core to the business model of search engines [52].…”
Section: Introductionmentioning
confidence: 99%