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Psychological Advertising: Exploring Consumer Psychology for Click Prediction in Sponsored Search
Published on Sep 27, 20136621 Views
Precise click prediction is one of the key components in the sponsored search system. Previous studies usually took advantage of two major kinds of information for click prediction, i.e., relevance in
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Chapter list
Psychological Advertising: Exploring Consumer Psychology for Click Prediction in Sponsored Search00:00
Sponsored Search - 100:26
Sponsored Search - 200:48
Click Prediction in Sponsored Search - 101:02
Click Prediction in Sponsored Search - 201:06
Click Prediction in Sponsored Search - 301:14
Click Prediction in Sponsored Search - 401:23
State-of-The-Art Click Prediction Modeling - 101:30
State-of-The-Art Click Prediction Modeling - 201:40
State-of-The-Art Click Prediction Modeling - 302:00
State-of-The-Art Click Prediction Modeling - 402:09
Relevance Is Not Enough - 102:20
Relevance Is Not Enough - 202:25
Relevance Is Not Enough - 302:49
Relevance Is Not Enough - 402:51
Relevance Is Not Enough - 502:54
Relevance Is Not Enough - 603:17
Other Click ↛ I Click - 103:58
Other Click ↛ I Click - 204:40
Other Click ↛ I Click - 304:58
Then, What Else Should We Use?05:30
Roadmap - 106:12
Psychological Desire in Consumer Decision Making Process - 106:36
Psychological Desire in Consumer Decision Making Process - 208:16
Psychological Desire in Consumer Decision Making Process - 308:36
Psychological Desire in Ads Copy - 109:04
Psychological Desire in Ads Copy - 209:53
Effects of User Psychological Desire10:02
Roadmap - 210:57
Discovering User Psychological Desire - 111:06
Discovering User Psychological Desire - 211:06
Discovering User Psychological Desire - 312:57
Discovering User Psychological Desire - 413:13
Discovering User Psychological Desire - 514:13
Hierarchy of User Psychological Desire - 114:31
Hierarchy of User Psychological Desire - 214:48
Hierarchy of User Psychological Desire - 315:13
Active Psychological Needs Mining - 115:32
Active Psychological Needs Mining - 215:46
Hierarchy of User Psychological Desire16:31
Roadmap - 316:42
Click Prediction Modeling - 116:49
Click Prediction Modeling - 216:54
Click Prediction Modeling - 317:04
Integrating User Psychological Desires into Click Prediction - 117:18
Integrating User Psychological Desires into Click Prediction - 217:23
Integrating User Psychological Desires into Click Prediction - 317:56
Integrating User Psychological Desires into Click Prediction - 418:40
Roadmap - 419:04
Experimental Settings - 119:09
Experimental Settings - 220:04
Overall Performance - 120:20
Overall Performance - 220:24
Overall Performance - 320:44
Impacts on Ads with Rich v.s. Rare History21:08
Conclusion and Future Work22:33
Thanks!23:16