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Article

Learning to advertise

Authors:

Anísio Lacerda,

Marcos André Gonçalves,

Berthier Ribeiro-NetoAuthors Info & Claims

SIGIR '06: Proceedings of the 29th annual international ACM SIGIR conference on Research and development in information retrieval

Pages 549 - 556

https://doi.org/10.1145/1148170.1148265

Published: 06 August 2006 Publication History

Abstract

Content-targeted advertising, the task of automatically associating ads to a Web page, constitutes a key Web monetization strategy nowadays. Further, it introduces new challenging technical problems and raises interesting questions. For instance, how to design ranking functions able to satisfy conflicting goals such as selecting advertisements (ads) that are relevant to the users and suitable and profitable to the publishers and advertisers? In this paper we propose a new framework for associating ads with web pages based on Genetic Programming (GP). Our GP method aims at learning functions that select the most appropriate ads, given the contents of a Web page. These ranking functions are designed to optimize overall precision and minimize the number of misplacements. By using a real ad collection and web pages from a newspaper, we obtained a gain over a state-of-the-art baseline method of 61.7% in average precision. Further, by evolving individuals to provide good ranking estimations, GP was able to discover ranking functions that are very effective in placing ads in web pages while avoiding irrelevant ones.

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Cited By

Mocanu BTapu R(2024)SemanticAd: A Multimodal Contextual Advertisement Framework for Online Video Streaming PlatformsIEEE Access10.1109/ACCESS.2024.339592212(63142-63155)Online publication date: 2024
https://doi.org/10.1109/ACCESS.2024.3395922
Zhang YZhou JRen YZhang YYang XLi MShi QLi L(2023)ALT: An Automatic System for Long Tail Scenario Modeling2023 IEEE 39th International Conference on Data Engineering (ICDE)10.1109/ICDE55515.2023.00231(3017-3030)Online publication date: Apr-2023
https://doi.org/10.1109/ICDE55515.2023.00231
Muñoz JDias ZTorres R(2022)A genetic programming approach for searching on nearest neighbors graphsMultimedia Tools and Applications10.1007/s11042-022-12248-w81:16(23449-23472)Online publication date: 18-Mar-2022
https://doi.org/10.1007/s11042-022-12248-w
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Index Terms

Learning to advertise
1. Applied computing
  1. Document management and text processing
2. Information systems
  1. Information retrieval

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Published In

cover image ACM Conferences

SIGIR '06: Proceedings of the 29th annual international ACM SIGIR conference on Research and development in information retrieval

August 2006

768 pages

ISBN:1595933697

DOI:10.1145/1148170

General Chair:
Efthimis N. Efthimiadis
University of Washington
,
Program Chairs:
Susan Dumais
Microsoft Research, Redmond
,
David Hawking
CSIRO ICT Centre, Canberra, Australia
,
Kalervo Järvelin,
University of Tampere, Finland

Copyright © 2006 ACM.

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Publication History

Published: 06 August 2006

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SIGIR06: The 29th Annual International SIGIR Conference

August 6 - 11, 2006

Washington, Seattle, USA

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Overall Acceptance Rate 792 of 3,983 submissions, 20%

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Cited By

Mocanu BTapu R(2024)SemanticAd: A Multimodal Contextual Advertisement Framework for Online Video Streaming PlatformsIEEE Access10.1109/ACCESS.2024.339592212(63142-63155)Online publication date: 2024
https://doi.org/10.1109/ACCESS.2024.3395922
Zhang YZhou JRen YZhang YYang XLi MShi QLi L(2023)ALT: An Automatic System for Long Tail Scenario Modeling2023 IEEE 39th International Conference on Data Engineering (ICDE)10.1109/ICDE55515.2023.00231(3017-3030)Online publication date: Apr-2023
https://doi.org/10.1109/ICDE55515.2023.00231
Muñoz JDias ZTorres R(2022)A genetic programming approach for searching on nearest neighbors graphsMultimedia Tools and Applications10.1007/s11042-022-12248-w81:16(23449-23472)Online publication date: 18-Mar-2022
https://doi.org/10.1007/s11042-022-12248-w
Anik ABunt AKitamura YQuigley AIsbister KIgarashi TBjørn PDrucker S(2021)Data-Centric Explanations: Explaining Training Data of Machine Learning Systems to Promote TransparencyProceedings of the 2021 CHI Conference on Human Factors in Computing Systems10.1145/3411764.3445736(1-13)Online publication date: 6-May-2021
https://dl.acm.org/doi/10.1145/3411764.3445736
Anantrasirichai NBull D(2021)Artificial intelligence in the creative industries: a reviewArtificial Intelligence Review10.1007/s10462-021-10039-755:1(589-656)Online publication date: 2-Jul-2021
https://dl.acm.org/doi/10.1007/s10462-021-10039-7
Loebbecke CCremer SRichter M(2020)Header Bidding as Smart Service for Selling Ads in the Digital EraJournal of Information Systems Engineering and Management10.29333/jisem/84835:4(em0123)Online publication date: 2020
https://doi.org/10.29333/jisem/8483
Huang FWei KWeng JLi Z(2020)Attention-Based Modality-Gated Networks for Image-Text Sentiment AnalysisACM Transactions on Multimedia Computing, Communications, and Applications10.1145/338886116:3(1-19)Online publication date: 5-Jul-2020
https://dl.acm.org/doi/10.1145/3388861
Srivastava GSrivastava R(2020)Design, Analysis, and Implementation of Efficient Framework for Image AnnotationACM Transactions on Multimedia Computing, Communications, and Applications10.1145/338624916:3(1-24)Online publication date: 5-Jul-2020
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Oliveira SDiniz VLacerda AMerschmanm LPappa G(2020)Is Rank Aggregation Effective in Recommender Systems? An Experimental AnalysisACM Transactions on Intelligent Systems and Technology10.1145/336537511:2(1-26)Online publication date: 10-Jan-2020
https://dl.acm.org/doi/10.1145/3365375
Chen HDing GLin ZZhao SGu XXu WHan J(2020)ACMNetACM Transactions on Multimedia Computing, Communications, and Applications10.1145/336206516:1s(1-21)Online publication date: 17-Apr-2020
https://dl.acm.org/doi/10.1145/3362065
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