• Corpus ID: 231951417

Truncation-Free Matching System for Display Advertising at Alibaba

@article{Li2021TruncationFreeMS,
  title={Truncation-Free Matching System for Display Advertising at Alibaba},
  author={Jin Li and Jie Liu and Shangzhou Li and Yao Xu and Ran Cao and Qi Li and Biye Jiang and Guan Wang and Han Zhu and Kun Gai and Xiaoqiang Zhu},
  journal={ArXiv},
  year={2021},
  volume={abs/2102.09283}
}
Matching module plays a critical role in display advertising systems. Different from sponsored search where user intentions can be captured naturally through query, display advertising has no explicit information about user intentions. Thus, it is challenging for display advertising systems to match user traffic and ads suitably w.r.t. both user experience and advertising performance. From the advertiser’s view, system packs up a group of users with common properties, such as the same gender or… 

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