计算机科学 ›› 2019, Vol. 46 ›› Issue (7): 38-49.doi: 10.11896/j.issn.1002-137X.2019.07.006

• 综述 • 上一篇    下一篇

面向展示广告的点击率预测模型综述

刘梦娟1,曾贵川1,岳威1,仇笠舟1,王加昌2   

  1. (电子科技大学信息与软件工程学院 成都610054)1
    (中国核动力研究设计院 成都610213)2
  • 收稿日期:2018-07-05 出版日期:2019-07-15 发布日期:2019-07-15
  • 作者简介:刘梦娟(1979-),女,博士,副教授,主要研究方向为机器学习、计算广告、推荐系统,E-mail:mjliu@uestc.edu.cn(通信作者);曾贵川(1993-),男,硕士生,主要研究方向为机器学习、计算广告;岳 威(1995-),男,硕士生,主要研究方向为机器学习、计算广告;仇笠舟(1995-),男,硕士生,主要研究方向为机器学习、计算广告;王加昌(1978-),男,硕士,高级工程师,主要研究方向为系统仿真、机器学习、大数据分析。
  • 基金资助:
    国家自然科学基金(61202445,61472064),四川省科技厅高新技术发展与产业化重点研发项目(2017FZ0004),桂林电子科技大学云计算与复杂系统重点实验室开放课题(170676)资助

Review on Click-through Rate Prediction Models for Display Advertising

LIU Meng-juan1,ZENG Gui-chuan1,YUE Wei1,QIU Li-zhou1,WANG Jia-chang2   

  1. (School of Information and Software Engineering,University of Electronic Science and Technology of China,Chengdu 610054,China)1
    (Nuclear Power Institute of China,Chengdu 610213,China)2
  • Received:2018-07-05 Online:2019-07-15 Published:2019-07-15

摘要: 点击率预测模型的研究近年来备受学术界和工业界的关注。针对展示广告定向投放的点击率预测模型,研究了样本特征的预处理技术、基于传统机器学习模型的CTR预测方案、基于最新的深度学习模型的CTR预测方案、CTR预测模型的主要性能评价指标等,并基于一个开放数据集对其中的典型方案给出性能对比和量化分析,最后讨论了目前面向展示广告的点击率预测模型研究存在的问题和未来发展趋势。

关键词: 点击率预测, 定向广告, 逻辑回归, 深度学习, 因子分解机

Abstract: In recent years,the study of the click-through rate prediction model has attracted much attention from academia and industry.As for the existing CTR prediction models for displaying targeted advertising,this paper studied the preprocessing techniques for features of samples,the CTR prediction schemes based on traditional machine learning models and the latest deep learning models,and the main performance evaluation indexes of CTR prediction models.Specially,these typical CTR prediction schemes were evaluated based on a public dataset,further some quantitative analysis and performance comparison were given.Finally,the problems and research trends in CTR prediction were discussed.

Key words: Click-through rate prediction, Deep learning, Factorization machine, Logistic regression, Targeted advertising

中图分类号: 

  • TP311
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