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Abstract Details
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Activity Number:
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491
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Type:
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Invited
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Date/Time:
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Wednesday, August 3, 2011 : 10:30 AM to 12:20 PM
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Sponsor:
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Section on Statistical Computing
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| Abstract - #300364 |
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Title:
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Issues in Targeted Advertising for Local Search
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Author(s):
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Suhrid Balakrishnan*+
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Companies:
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AT&T Labs Research
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Address:
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180 Park Ave., Florham Park, NJ, 07932, USA
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Keywords:
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computational advertising ;
CTR modeling ;
local search
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Abstract:
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Advances have recently been made on modeling click-through rate in well studied settings like sponsored search and context match. Local search, has received relatively less attention. The geographic nature of local search and associated local browsing makes interesting research challenges and opportunities possible. We consider a novel application of a relational regression model to local search. The model is attractive in that it allows us to explicitly control and represent geographic and category-based neighborhood style constraints on the samples that result in superior click-through rate estimates.
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The address information is for the authors that have a + after their name.
Authors who are presenting talks have a * after their name.
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