{"id":"https://openalex.org/W4410544343","doi":"https://doi.org/10.1017/s0269888925000025","title":"A comprehensive survey on advertising click-through rate prediction algorithm","display_name":"A comprehensive survey on advertising click-through rate prediction algorithm","publication_year":2025,"publication_date":"2025-01-01","ids":{"openalex":"https://openalex.org/W4410544343","doi":"https://doi.org/10.1017/s0269888925000025"},"language":"en","primary_location":{"id":"doi:10.1017/s0269888925000025","is_oa":true,"landing_page_url":"https://doi.org/10.1017/s0269888925000025","pdf_url":"https://www.cambridge.org/core/services/aop-cambridge-core/content/view/C11C54F5D365D280A58CE051D9B52DE6/S0269888925000025a.pdf/div-class-title-a-comprehensive-survey-on-advertising-click-through-rate-prediction-algorithm-div.pdf","source":{"id":"https://openalex.org/S137506714","display_name":"The Knowledge Engineering Review","issn_l":"0269-8889","issn":["0269-8889","1469-8005"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310311721","host_organization_name":"Cambridge University Press","host_organization_lineage":["https://openalex.org/P4310311721","https://openalex.org/P4310311702"],"host_organization_lineage_names":["Cambridge University Press","University of Cambridge"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"The Knowledge Engineering Review","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://www.cambridge.org/core/services/aop-cambridge-core/content/view/C11C54F5D365D280A58CE051D9B52DE6/S0269888925000025a.pdf/div-class-title-a-comprehensive-survey-on-advertising-click-through-rate-prediction-algorithm-div.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5105784751","display_name":"Jing Bai","orcid":"https://orcid.org/0000-0002-6479-6517"},"institutions":[{"id":"https://openalex.org/I165745306","display_name":"Southwest Petroleum University","ror":"https://ror.org/03h17x602","country_code":"CN","type":"education","lineage":["https://openalex.org/I165745306"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Jing Bai","raw_affiliation_strings":["Southwest Petroleum University, Chengdu, China"],"raw_orcid":"https://orcid.org/0000-0002-6479-6517","affiliations":[{"raw_affiliation_string":"Southwest Petroleum University, Chengdu, China","institution_ids":["https://openalex.org/I165745306"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5020527784","display_name":"Xinyu Geng","orcid":"https://orcid.org/0000-0002-9789-4340"},"institutions":[{"id":"https://openalex.org/I165745306","display_name":"Southwest Petroleum University","ror":"https://ror.org/03h17x602","country_code":"CN","type":"education","lineage":["https://openalex.org/I165745306"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Xinyu Geng","raw_affiliation_strings":["Southwest Petroleum University, Chengdu, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Southwest Petroleum University, Chengdu, China","institution_ids":["https://openalex.org/I165745306"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5110254016","display_name":"Jiaqi Deng","orcid":"https://orcid.org/0009-0007-6132-2854"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Jiaqi Deng","raw_affiliation_strings":["Southwest Institute of Electronic Technology, Chengdu, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Southwest Institute of Electronic Technology, Chengdu, China","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5100512625","display_name":"Zhen Xia","orcid":null},"institutions":[{"id":"https://openalex.org/I165745306","display_name":"Southwest Petroleum University","ror":"https://ror.org/03h17x602","country_code":"CN","type":"education","lineage":["https://openalex.org/I165745306"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Zhen Xia","raw_affiliation_strings":["Southwest Petroleum University, Chengdu, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Southwest Petroleum University, Chengdu, China","institution_ids":["https://openalex.org/I165745306"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5047464999","display_name":"Hong\u2010Xia Jiang","orcid":"https://orcid.org/0000-0002-8349-2877"},"institutions":[{"id":"https://openalex.org/I165745306","display_name":"Southwest Petroleum University","ror":"https://ror.org/03h17x602","country_code":"CN","type":"education","lineage":["https://openalex.org/I165745306"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Hongxia Jiang","raw_affiliation_strings":["Southwest Petroleum University, Chengdu, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Southwest Petroleum University, Chengdu, China","institution_ids":["https://openalex.org/I165745306"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5112183142","display_name":"Guoqiang Yan","orcid":null},"institutions":[{"id":"https://openalex.org/I165745306","display_name":"Southwest Petroleum University","ror":"https://ror.org/03h17x602","country_code":"CN","type":"education","lineage":["https://openalex.org/I165745306"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Guoqiang Yan","raw_affiliation_strings":["Southwest Petroleum University, Chengdu, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Southwest Petroleum University, Chengdu, China","institution_ids":["https://openalex.org/I165745306"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5051463252","display_name":"Jing Liang","orcid":"https://orcid.org/0000-0003-0375-8944"},"institutions":[{"id":"https://openalex.org/I165745306","display_name":"Southwest Petroleum University","ror":"https://ror.org/03h17x602","country_code":"CN","type":"education","lineage":["https://openalex.org/I165745306"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Jing Liang","raw_affiliation_strings":["Southwest Petroleum University, Chengdu, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Southwest Petroleum University, Chengdu, China","institution_ids":["https://openalex.org/I165745306"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5020527784"],"corresponding_institution_ids":["https://openalex.org/I165745306"],"apc_list":null,"apc_paid":null,"fwci":20.2668,"has_fulltext":true,"cited_by_count":10,"citation_normalized_percentile":{"value":0.99216743,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":94,"max":99},"biblio":{"volume":"40","issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10203","display_name":"Recommender Systems and Techniques","score":0.9908999800682068,"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":0.9908999800682068,"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/T11165","display_name":"Image and Video Quality Assessment","score":0.9897000193595886,"subfield":{"id":"https://openalex.org/subfields/1707","display_name":"Computer Vision and Pattern Recognition"},"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/T12384","display_name":"Customer churn and segmentation","score":0.9682999849319458,"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/click-through-rate","display_name":"Click-through rate","score":0.7363952398300171},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.6109431982040405},{"id":"https://openalex.org/keywords/algorithm","display_name":"Algorithm","score":0.4143919348716736},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.3208720088005066},{"id":"https://openalex.org/keywords/information-retrieval","display_name":"Information retrieval","score":0.2987164855003357},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.07740989327430725}],"concepts":[{"id":"https://openalex.org/C115174607","wikidata":"https://www.wikidata.org/wiki/Q1100934","display_name":"Click-through rate","level":2,"score":0.7363952398300171},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6109431982040405},{"id":"https://openalex.org/C11413529","wikidata":"https://www.wikidata.org/wiki/Q8366","display_name":"Algorithm","level":1,"score":0.4143919348716736},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3208720088005066},{"id":"https://openalex.org/C23123220","wikidata":"https://www.wikidata.org/wiki/Q816826","display_name":"Information retrieval","level":1,"score":0.2987164855003357},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.07740989327430725}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1017/s0269888925000025","is_oa":true,"landing_page_url":"https://doi.org/10.1017/s0269888925000025","pdf_url":"https://www.cambridge.org/core/services/aop-cambridge-core/content/view/C11C54F5D365D280A58CE051D9B52DE6/S0269888925000025a.pdf/div-class-title-a-comprehensive-survey-on-advertising-click-through-rate-prediction-algorithm-div.pdf","source":{"id":"https://openalex.org/S137506714","display_name":"The Knowledge Engineering Review","issn_l":"0269-8889","issn":["0269-8889","1469-8005"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310311721","host_organization_name":"Cambridge University Press","host_organization_lineage":["https://openalex.org/P4310311721","https://openalex.org/P4310311702"],"host_organization_lineage_names":["Cambridge University Press","University of Cambridge"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"The Knowledge Engineering Review","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.1017/s0269888925000025","is_oa":true,"landing_page_url":"https://doi.org/10.1017/s0269888925000025","pdf_url":"https://www.cambridge.org/core/services/aop-cambridge-core/content/view/C11C54F5D365D280A58CE051D9B52DE6/S0269888925000025a.pdf/div-class-title-a-comprehensive-survey-on-advertising-click-through-rate-prediction-algorithm-div.pdf","source":{"id":"https://openalex.org/S137506714","display_name":"The Knowledge Engineering Review","issn_l":"0269-8889","issn":["0269-8889","1469-8005"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310311721","host_organization_name":"Cambridge University Press","host_organization_lineage":["https://openalex.org/P4310311721","https://openalex.org/P4310311702"],"host_organization_lineage_names":["Cambridge University Press","University of Cambridge"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"The Knowledge Engineering Review","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4410544343.pdf","grobid_xml":"https://content.openalex.org/works/W4410544343.grobid-xml"},"referenced_works_count":139,"referenced_works":["https://openalex.org/W190019437","https://openalex.org/W1499509877","https://openalex.org/W1678356000","https://openalex.org/W1977177161","https://openalex.org/W1983548143","https://openalex.org/W1985759455","https://openalex.org/W2054141820","https://openalex.org/W2069143585","https://openalex.org/W2074694452","https://openalex.org/W2076618162","https://openalex.org/W2090883204","https://openalex.org/W2094286023","https://openalex.org/W2116341502","https://openalex.org/W2143570267","https://openalex.org/W2146855486","https://openalex.org/W2147768505","https://openalex.org/W2158515176","https://openalex.org/W2160815625","https://openalex.org/W2166662865","https://openalex.org/W2283196293","https://openalex.org/W2295739661","https://openalex.org/W2342027869","https://openalex.org/W2398454017","https://openalex.org/W2422675628","https://openalex.org/W2443960221","https://openalex.org/W2475334473","https://openalex.org/W2509235963","https://openalex.org/W2517540742","https://openalex.org/W2523437372","https://openalex.org/W2543738552","https://openalex.org/W2548570154","https://openalex.org/W2561184891","https://openalex.org/W2604662567","https://openalex.org/W2605225344","https://openalex.org/W2622826443","https://openalex.org/W2723293840","https://openalex.org/W2728346985","https://openalex.org/W2786148882","https://openalex.org/W2788292821","https://openalex.org/W2788490371","https://openalex.org/W2793768763","https://openalex.org/W2797032817","https://openalex.org/W2808489216","https://openalex.org/W2884367402","https://openalex.org/W2884585870","https://openalex.org/W2899849645","https://openalex.org/W2905582304","https://openalex.org/W2911760887","https://openalex.org/W2928079460","https://openalex.org/W2945772520","https://openalex.org/W2946044191","https://openalex.org/W2946794439","https://openalex.org/W2948903560","https://openalex.org/W2949274928","https://openalex.org/W2955380732","https://openalex.org/W2955624969","https://openalex.org/W2957875948","https://openalex.org/W2962745591","https://openalex.org/W2962949934","https://openalex.org/W2963224980","https://openalex.org/W2963255684","https://openalex.org/W2963323306","https://openalex.org/W2964052347","https://openalex.org/W2964182926","https://openalex.org/W2964231884","https://openalex.org/W2965280451","https://openalex.org/W2979450518","https://openalex.org/W2994850640","https://openalex.org/W2996964951","https://openalex.org/W2997024057","https://openalex.org/W2998207486","https://openalex.org/W3032044946","https://openalex.org/W3034483718","https://openalex.org/W3034830655","https://openalex.org/W3035717151","https://openalex.org/W3035813681","https://openalex.org/W3040984481","https://openalex.org/W3041360407","https://openalex.org/W3048715500","https://openalex.org/W3049565363","https://openalex.org/W3081278459","https://openalex.org/W3085767921","https://openalex.org/W3088827525","https://openalex.org/W3089126695","https://openalex.org/W3092651349","https://openalex.org/W3093519337","https://openalex.org/W3093555467","https://openalex.org/W3093907268","https://openalex.org/W3094280243","https://openalex.org/W3094577760","https://openalex.org/W3096591391","https://openalex.org/W3098024612","https://openalex.org/W3098723082","https://openalex.org/W3100700536","https://openalex.org/W3102249200","https://openalex.org/W3103167523","https://openalex.org/W3104030692","https://openalex.org/W3104439459","https://openalex.org/W3104506006","https://openalex.org/W3104789011","https://openalex.org/W3105066045","https://openalex.org/W3105492880","https://openalex.org/W3105595718","https://openalex.org/W3105677627","https://openalex.org/W3106252282","https://openalex.org/W3112470656","https://openalex.org/W3114904768","https://openalex.org/W3118447047","https://openalex.org/W3132126111","https://openalex.org/W3153849393","https://openalex.org/W3153996400","https://openalex.org/W3154333262","https://openalex.org/W3154704661","https://openalex.org/W3155455841","https://openalex.org/W3155541141","https://openalex.org/W3162929652","https://openalex.org/W3163043986","https://openalex.org/W3164006073","https://openalex.org/W3167730891","https://openalex.org/W3171874185","https://openalex.org/W3174341621","https://openalex.org/W3188689587","https://openalex.org/W3190524507","https://openalex.org/W3193085908","https://openalex.org/W3193538803","https://openalex.org/W3193647286","https://openalex.org/W3208709726","https://openalex.org/W3209071406","https://openalex.org/W3213702890","https://openalex.org/W4205194390","https://openalex.org/W4214717370","https://openalex.org/W4225305708","https://openalex.org/W4226544593","https://openalex.org/W4249267926","https://openalex.org/W4281842213","https://openalex.org/W4284702440","https://openalex.org/W6646992340","https://openalex.org/W6679349572","https://openalex.org/W6724478308"],"related_works":["https://openalex.org/W4391375266","https://openalex.org/W2899084033","https://openalex.org/W2748952813","https://openalex.org/W2051487156","https://openalex.org/W2073681303","https://openalex.org/W2390279801","https://openalex.org/W4391913857","https://openalex.org/W2078847107","https://openalex.org/W2540154673","https://openalex.org/W2914980363"],"abstract_inverted_index":{"Abstract":[0],"Advertising":[1],"click-through":[2],"rate":[3],"(CTR)":[4],"prediction":[5,29,111,132],"is":[6],"a":[7,89,106],"fundamental":[8],"task":[9],"in":[10,113,182],"recommender":[11,117],"systems,":[12],"aimed":[13],"at":[14,52],"estimating":[15],"the":[16,53,62,98,114,153,158,164],"likelihood":[17],"of":[18,55,93,100,109,116,157],"users":[19],"interacting":[20],"with":[21],"advertisements":[22],"based":[23],"on":[24],"their":[25],"historical":[26],"behavior.":[27],"This":[28,103],"process":[30],"has":[31],"evolved":[32],"through":[33],"two":[34,124],"main":[35],"stages:":[36],"from":[37],"traditional":[38],"shallow":[39,126],"interaction":[40],"models":[41,49,80,128],"to":[42,59,72],"more":[43,90],"advanced":[44],"deep":[45,78,130,135],"learning":[46,79,86],"approaches.":[47],"Shallow":[48],"typically":[50],"operate":[51],"level":[54],"individual":[56],"features,":[57],"failing":[58],"fully":[60],"leverage":[61],"rich,":[63],"multilevel":[64],"information":[65],"available":[66],"across":[67],"different":[68],"feature":[69,83],"sets,":[70],"leading":[71],"less":[73],"accurate":[74],"predictions.":[75],"In":[76],"contrast,":[77],"exhibit":[81],"superior":[82],"representation":[84],"and":[85,96,129,144,155,167],"capabilities,":[87],"enabling":[88],"realistic":[91],"simulation":[92],"user":[94],"interactions":[95],"improving":[97],"accuracy":[99],"CTR":[101,110,173],"prediction.":[102,174],"paper":[104,150],"provides":[105],"comprehensive":[107],"overview":[108],"algorithms":[112,120],"context":[115],"systems.":[118],"The":[119],"are":[121],"categorized":[122],"into":[123],"groups:":[125],"interactive":[127],"learning-based":[131],"models,":[133],"including":[134],"neural":[136,139,142,146],"networks,":[137,140,143],"convolutional":[138],"recurrent":[141],"graph":[145],"networks.":[147],"Additionally,":[148],"this":[149,183],"also":[151],"discusses":[152],"advantages":[154],"disadvantages":[156],"aforementioned":[159],"algorithms,":[160],"as":[161,163],"well":[162],"benchmark":[165],"datasets":[166],"model":[168],"evaluation":[169],"methods":[170],"used":[171],"for":[172],"Finally,":[175],"it":[176],"identifies":[177],"potential":[178],"future":[179],"research":[180],"directions":[181],"rapidly":[184],"advancing":[185],"field.":[186]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":9}],"updated_date":"2026-05-21T06:26:12.895304","created_date":"2025-10-10T00:00:00"}