{"id":"https://openalex.org/W1997305783","doi":"https://doi.org/10.1145/2063576.2063837","title":"Learning to target: what works for behavioral targeting","display_name":"Learning to target: what works for behavioral targeting","publication_year":2011,"publication_date":"2011-10-24","ids":{"openalex":"https://openalex.org/W1997305783","doi":"https://doi.org/10.1145/2063576.2063837","mag":"1997305783"},"language":"en","primary_location":{"id":"doi:10.1145/2063576.2063837","doi":"https://doi.org/10.1145/2063576.2063837","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2063576.2063837","pdf_url":null,"source":{"id":"https://openalex.org/S4393918199","display_name":"ACM International Conference on Information and Knowledge Management (CIKM)","issn_l":"2155-0751","issn":["2155-0751"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"conference"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 20th ACM international conference on Information and knowledge management","raw_type":"proceedings-article"},"volume":null,"type":"conference-paper","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5042339206","display_name":"Sandeep Pandey","orcid":"https://orcid.org/0000-0003-1995-6515","observed_orcids":["https://orcid.org/0000-0003-1995-6515","https://orcid.org/0009-0002-6792-3208"]},"institutions":[{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Sandeep Pandey","raw_affiliation_strings":["Yahoo, Santa Clara, CA, USA","Yahoo, Santa Clara, CA, USA#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Yahoo, Santa Clara, CA, USA","institution_ids":["https://openalex.org/I4210134091"]},{"raw_affiliation_string":"Yahoo, Santa Clara, CA, USA#TAB#","institution_ids":["https://openalex.org/I4210134091"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5103238939","display_name":"Mohamed Aly","orcid":"https://orcid.org/0000-0002-5828-9148","observed_orcids":["https://orcid.org/0000-0002-5828-9148"]},"institutions":[{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Mohamed Aly","raw_affiliation_strings":["Yahoo, Santa Clara, CA, USA","Yahoo, Santa Clara, CA, USA#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Yahoo, Santa Clara, CA, USA","institution_ids":["https://openalex.org/I4210134091"]},{"raw_affiliation_string":"Yahoo, Santa Clara, CA, USA#TAB#","institution_ids":["https://openalex.org/I4210134091"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5025092213","display_name":"Abraham Bagherjeiran","orcid":"https://orcid.org/0000-0001-5901-3269","observed_orcids":["https://orcid.org/0000-0001-5901-3269"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Abraham Bagherjeiran","raw_affiliation_strings":["ThinkersR.Us, Sunnyvale, CA, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"ThinkersR.Us, Sunnyvale, CA, USA","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5050339058","display_name":"Andrew O. Hatch","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Andrew Hatch","raw_affiliation_strings":["Yahoo, Santa Clara, CA, USA","Yahoo, Santa Clara, CA, USA#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Yahoo, Santa Clara, CA, USA","institution_ids":["https://openalex.org/I4210134091"]},{"raw_affiliation_string":"Yahoo, Santa Clara, CA, USA#TAB#","institution_ids":["https://openalex.org/I4210134091"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5031237310","display_name":"Peter Ciccolo","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I1291425158","display_name":"Google (United States)","ror":"https://ror.org/00njsd438","country_code":"US","type":"company","lineage":["https://openalex.org/I1291425158","https://openalex.org/I4210128969"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Peter Ciccolo","raw_affiliation_strings":["Google, Mountain View, CA, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Google, Mountain View, CA, USA","institution_ids":["https://openalex.org/I1291425158"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5057069732","display_name":"Adwait Ratnaparkhi","orcid":"https://orcid.org/0009-0008-5535-016X","observed_orcids":["https://orcid.org/0009-0008-5535-016X"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Adwait Ratnaparkhi","raw_affiliation_strings":["33Across, Sunnyvale, CA, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"33Across, Sunnyvale, CA, USA","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5112356991","display_name":"Martin Zinkevich","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Martin Zinkevich","raw_affiliation_strings":["Yahoo, Santa Clara, CA, USA","Yahoo, Santa Clara, CA, USA#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Yahoo, Santa Clara, CA, USA","institution_ids":["https://openalex.org/I4210134091"]},{"raw_affiliation_string":"Yahoo, Santa Clara, CA, USA#TAB#","institution_ids":["https://openalex.org/I4210134091"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":2.506,"has_fulltext":false,"cited_by_count":50,"citation_normalized_percentile":{"value":0.89897965,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":99},"biblio":{"volume":null,"issue":null,"first_page":"1805","last_page":"1814"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10203","display_name":"Recommender Systems and Techniques","score":0.5195000171661377,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T10203","display_name":"Recommender Systems and Techniques","score":0.5195000171661377,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10286","display_name":"Information Retrieval and Search Behavior","score":0.24650000035762787,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.10220000147819519,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/behavioral-targeting","display_name":"behavioral targeting","score":0.9610000252723694},{"id":"https://openalex.org/keywords/conversion-prediction","display_name":"conversion prediction","score":0.7179999947547913},{"id":"https://openalex.org/keywords/click-through-rate","display_name":"click-through rate","score":0.4440000057220459},{"id":"https://openalex.org/keywords/temporal-user-behavior","display_name":"temporal user behavior","score":0.6299999952316284},{"id":"https://openalex.org/keywords/advertising-campaigns","display_name":"advertising campaigns","score":0.6100000143051147},{"id":"https://openalex.org/keywords/user-interest-modeling","display_name":"user interest modeling","score":0.38600000739097595}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.7843325734138489},{"id":"https://openalex.org/C176217482","wikidata":"https://www.wikidata.org/wiki/Q860554","display_name":"Metric (unit)","level":2,"score":0.6804324984550476},{"id":"https://openalex.org/C192209626","wikidata":"https://www.wikidata.org/wiki/Q190909","display_name":"Focus (optics)","level":2,"score":0.6322610974311829},{"id":"https://openalex.org/C195487862","wikidata":"https://www.wikidata.org/wiki/Q850210","display_name":"Revenue","level":2,"score":0.6034739017486572},{"id":"https://openalex.org/C2777459780","wikidata":"https://www.wikidata.org/wiki/Q1628411","display_name":"Targeted advertising","level":2,"score":0.530806303024292},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.5161343812942505},{"id":"https://openalex.org/C107457646","wikidata":"https://www.wikidata.org/wiki/Q207434","display_name":"Human\u2013computer interaction","level":1,"score":0.4260326325893402},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.38124388456344604},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.33736875653266907},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.15663453936576843},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.09612682461738586},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.08253630995750427},{"id":"https://openalex.org/C120665830","wikidata":"https://www.wikidata.org/wiki/Q14620","display_name":"Optics","level":1,"score":0.0},{"id":"https://openalex.org/C121955636","wikidata":"https://www.wikidata.org/wiki/Q4116214","display_name":"Accounting","level":1,"score":0.0},{"id":"https://openalex.org/C121332964","wikidata":"https://www.wikidata.org/wiki/Q413","display_name":"Physics","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/2063576.2063837","doi":"https://doi.org/10.1145/2063576.2063837","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2063576.2063837","pdf_url":null,"source":{"id":"https://openalex.org/S4393918199","display_name":"ACM International Conference on Information and Knowledge Management (CIKM)","issn_l":"2155-0751","issn":["2155-0751"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"conference"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 20th ACM international conference on Information and knowledge management","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":13,"referenced_works":["https://openalex.org/W1517222953","https://openalex.org/W1967899499","https://openalex.org/W2029171417","https://openalex.org/W2060204748","https://openalex.org/W2092195356","https://openalex.org/W2106728444","https://openalex.org/W2118585731","https://openalex.org/W2138236359","https://openalex.org/W2144117224","https://openalex.org/W2155841152","https://openalex.org/W2169657221","https://openalex.org/W2615638395","https://openalex.org/W3122458291"],"related_works":["https://openalex.org/W1494589848","https://openalex.org/W4221116530","https://openalex.org/W2168220262","https://openalex.org/W7165903675","https://openalex.org/W1998201371","https://openalex.org/W2571802325","https://openalex.org/W1525868848","https://openalex.org/W2102217096","https://openalex.org/W7098958188","https://openalex.org/W2012685724"],"abstract_inverted_index":{"Understanding":[0],"what":[1,41,57,207],"interests":[2,29],"and":[3,21,46,131],"delights":[4],"users":[5,17],"is":[6,124],"critical":[7,35],"to":[8,43,48,55,68,101,129,146,188,224],"effective":[9,38],"behavioral":[10,64,214],"targeting,":[11,182],"especially":[12],"in":[13],"information-poor":[14],"contexts.":[15],"As":[16],"interact":[18],"with":[19],"content":[20],"advertising,":[22],"their":[23,28],"passive":[24],"behavior":[25],"can":[26],"reveal":[27],"towards":[30],"advertising.":[31],"Two":[32],"issues":[33],"are":[34,210],"for":[36,45,63,78,161,181,213],"building":[37],"targeting":[39,65,231],"methods:":[40],"metric":[42,116],"optimize":[44,77],"how":[47,128,184],"optimize.":[49],"More":[50],"specifically,":[51],"we":[52,82,107,204,208],"first":[53],"attempt":[54],"understand":[56],"the":[58,119,125,133,148,166,171,175,189],"learning":[59],"objective":[60],"should":[61],"be":[62],"so":[66],"as":[67,81,139,157,159],"maximize":[69],"advertiser's":[70,102],"performance.":[71],"While":[72],"most":[73],"popular":[74],"advertising":[75,202],"methods":[76,160],"user":[79,136,155,179,222],"clicks,":[80],"will":[83],"show,":[84],"maximizing":[85,91],"clicks":[86,145],"does":[87],"not":[88],"necessarily":[89],"imply":[90],"purchase":[92],"activities":[93,137,156,180,186],"or":[94],"transactions,":[95],"called":[96],"conversions,":[97],"which":[98,111],"directly":[99],"translate":[100],"revenue.":[103],"In":[104],"this":[105],"work":[106],"focus":[108],"on":[109,193],"conversions":[110],"makes":[112],"a":[113,194],"more":[114,120],"relevant":[115],"but":[117],"also":[118,169],"challenging":[121],"one.":[122],"Second":[123],"issue":[126],"of":[127,135,154,178],"represent":[130],"combine":[132],"plethora":[134],"such":[138],"search":[140],"queries,":[141],"page":[142],"views,":[143],"ad":[144],"perform":[147],"targeting.":[149,215],"We":[150,168,216],"investigate":[151],"several":[152],"sources":[153],"well":[158],"inferring":[162],"conversion":[163],"likelihood":[164],"given":[165],"activities.":[167],"explore":[170],"role":[172],"played":[173],"by":[174],"temporal":[176],"aspect":[177],"e.g.,":[183],"recent":[185],"compare":[187],"old":[190],"ones.":[191],"Based":[192],"rigorous":[195],"offline":[196],"empirical":[197],"evaluation":[198],"over":[199,220,228],"200":[200],"individual":[201],"campaigns,":[203],"arrive":[205],"at":[206],"believe":[209],"best":[211],"practices":[212],"deploy":[217],"our":[218],"approach":[219],"live":[221],"traffic":[223],"demonstrate":[225],"its":[226],"superiority":[227],"existing":[229],"state-of-the-art":[230],"methods.":[232]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":2},{"year":2020,"cited_by_count":2},{"year":2019,"cited_by_count":3},{"year":2018,"cited_by_count":4},{"year":2017,"cited_by_count":6},{"year":2016,"cited_by_count":7},{"year":2015,"cited_by_count":6},{"year":2014,"cited_by_count":5},{"year":2013,"cited_by_count":4},{"year":2012,"cited_by_count":3}],"updated_date":"2026-11-12T12:28:57.059296","created_date":"2016-06-24T00:00:00"}
