Click Through Rate Prediction

Computational Advertising Related Terminology

• CTR, CPC, CPA, CR
• How is the sponsored ad rank decided? (TBD)
• How to predict CTR? (TBD)
• HOw to decide price according to predicted CTR? (TBD)

Usual Methodology

• Kaggle
  • Avazu Competition
  • Outbrain Competition
    • pyspark for data processing
• Kaggle methodology summary
  • link 1
  • link 2
  • winning solution
• deep learning in CTR prediction
  • Prof Zhang's work
  • Text Regression
  • Deep CTR Prediction in Display Advertising
• hands on
  • logistic regression
  • Avazu competition
• class
  • Stanford Computational Advertising
  • CMU

Methodology for rare/new ads

• multi-armed bandit
• Bayesian

Model performance matrix

Classification error measurement

• AUC
• Somer’s D
• Logloss
• MSE
• recall
• precision Regression error measurement
• RMSE Variance-based error and Bias-based error
• Understanding Bias-Variance trade-off
• wiki

Design (A/B) Tests

• different design and test scheme (TBD)

Pandas

• Official Tutorial
• Time Series Analysis with Pandas
• sklearn tutorial(NLP)

Python visualization

• simple CTR analysis
• visualization tool

Python useful packages

• Collections - Counter class
• re - python regular expressions

Python Cheatsheet

• common methods and data structures

Python Algorithm

https://github.com/bmanturner/CS303-python

Spark

• Application Frame 1