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Predicting Click Rates by Consistent Bipartite Spectral Graph Model

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Advanced Data Mining and Applications (ADMA 2009)

Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 5678))

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Abstract

Search advertising click-through rate (CTR) is one of the major contributions to search ads’ revenues. Predicting the CTR for new ads put a direct impact on the ads’ quality. Traditional predicting methods limited to Vector Space Model fail to sufficiently consider the search ads’ characteristics of heterogeneous data, and therefore have limited effect. This paper presents consistent bipartite graph model to describe ads, adopting spectral co-clustering method in data mining. In order to solve the balance partition of the map in clustering, divide-and-merge algorithm is introduced into consistent bipartite graph’s co-partition, a more effective heuristic algorithm is established. Experiments on real ads dataset shows that our approach worked effectively and efficiently.

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Author information

Authors and Affiliations

  1. Department of Computer Science and Technology, China University of Petroleum-Beijing, 102249, Beijing

    Wensheng Guo & Guohe Li

  2. Key Laboratory of Earth Prospecting and Information Technology Beijing, 102249, Beijing

    Wensheng Guo

Authors
  1. Wensheng Guo
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  2. Guohe Li
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Editor information

Editors and Affiliations

  1. Knowledge Science & Engineering Institute, School of Education Technology, Beijing Normal University, Xinjiekouwai Ave. 19, 100875, Beijing, China

    Ronghuai Huang

  2. The Hong Kong University of Science and Technology, Clear Water Bay,, Hong Kong, Hong Kong

    Qiang Yang

  3. School of Computing Science, Simon Fraser University, 8888 University Drive, V5A 1S6, Burnaby, BC, Canada

    Jian Pei

  4. Faculty of Economics, University of Porto, Rua Dr. Roberto Frias, 4200-465, Porto, Portugal

    João Gama

  5. School of Information, Zhongguancum, Renmin University, 100872, Beijing, China

    Xiaofeng Meng

  6. School of Information Technology and Electrical Engineering, The University of Queensland, 4072, St. Lucia, Queensland, Australia

    Xue Li

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© 2009 Springer-Verlag Berlin Heidelberg

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Guo, W., Li, G. (2009). Predicting Click Rates by Consistent Bipartite Spectral Graph Model. In: Huang, R., Yang, Q., Pei, J., Gama, J., Meng, X., Li, X. (eds) Advanced Data Mining and Applications. ADMA 2009. Lecture Notes in Computer Science(), vol 5678. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-03348-3_45

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  • DOI: https://doi.org/10.1007/978-3-642-03348-3_45

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-03347-6

  • Online ISBN: 978-3-642-03348-3

  • eBook Packages: Computer ScienceComputer Science (R0)

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