Predicting Ads ’ Click-Through Rate with Decision Rules

  title={Predicting Ads ’ Click-Through Rate with Decision Rules},
  author={Krzysztof Dembczynski},
Paid advertisements displayed alongside search results constitute a major source of income for search companies. Optimizations leading to more clicks on ads are a target goal shared by advertisers and search engines. In this context, an ad’s quality can be measured by the probability of it being clicked assuming it was noticed by the user (click-through rate, CTR). There are two problems here. First, the real CTR is heavily affected by the ad’s position, not only by its content. Second, it is… CONTINUE READING
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