{"id":"https://openalex.org/W2616220270","doi":"https://doi.org/10.1109/tkde.2017.2705688","title":"Probabilistic Models for Ad Viewability Prediction on the Web","display_name":"Probabilistic Models for Ad Viewability Prediction on the Web","publication_year":2017,"publication_date":"2017-05-18","ids":{"openalex":"https://openalex.org/W2616220270","doi":"https://doi.org/10.1109/tkde.2017.2705688","mag":"2616220270"},"language":"en","primary_location":{"id":"doi:10.1109/tkde.2017.2705688","is_oa":false,"landing_page_url":"https://doi.org/10.1109/tkde.2017.2705688","pdf_url":null,"source":{"id":"https://openalex.org/S30698027","display_name":"IEEE Transactions on Knowledge and Data Engineering","issn_l":"1041-4347","issn":["1041-4347","1558-2191","2326-3865"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320439","host_organization_name":"IEEE Computer Society","host_organization_lineage":["https://openalex.org/P4310320439","https://openalex.org/P4310319808"],"host_organization_lineage_names":["IEEE Computer Society","Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Transactions on Knowledge and Data Engineering","raw_type":"journal-article"},"type":"article","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/A5100329462","display_name":"Chong Wang","orcid":"https://orcid.org/0000-0002-9749-6705"},"institutions":[{"id":"https://openalex.org/I118118575","display_name":"New Jersey Institute of Technology","ror":"https://ror.org/05e74xb87","country_code":"US","type":"education","lineage":["https://openalex.org/I118118575"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Chong Wang","raw_affiliation_strings":["Department of Information Systems, New Jersey Institute of Technology, Newark, NJ"],"affiliations":[{"raw_affiliation_string":"Department of Information Systems, New Jersey Institute of Technology, Newark, NJ","institution_ids":["https://openalex.org/I118118575"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5091539333","display_name":"Achir Kalra","orcid":null},"institutions":[{"id":"https://openalex.org/I118118575","display_name":"New Jersey Institute of Technology","ror":"https://ror.org/05e74xb87","country_code":"US","type":"education","lineage":["https://openalex.org/I118118575"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Achir Kalra","raw_affiliation_strings":["Department of Computer Science, New Jersey Institute of Technology, Newark, NJ","Forbes Media LLC, Jersey City, NJ"],"affiliations":[{"raw_affiliation_string":"Department of Computer Science, New Jersey Institute of Technology, Newark, NJ","institution_ids":["https://openalex.org/I118118575"]},{"raw_affiliation_string":"Forbes Media LLC, Jersey City, NJ","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5106480211","display_name":"Li Zhou","orcid":"https://orcid.org/0000-0002-7594-7974"},"institutions":[{"id":"https://openalex.org/I83791580","display_name":"Fujian University of Technology","ror":"https://ror.org/03c8fdb16","country_code":"CN","type":"education","lineage":["https://openalex.org/I83791580"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Li Zhou","raw_affiliation_strings":["School of Information Science and Engineering, Fujian University of Technology, Fujian, China"],"affiliations":[{"raw_affiliation_string":"School of Information Science and Engineering, Fujian University of Technology, Fujian, China","institution_ids":["https://openalex.org/I83791580"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5074290416","display_name":"Cristian Borcea","orcid":"https://orcid.org/0000-0003-0020-0910"},"institutions":[{"id":"https://openalex.org/I118118575","display_name":"New Jersey Institute of Technology","ror":"https://ror.org/05e74xb87","country_code":"US","type":"education","lineage":["https://openalex.org/I118118575"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Cristian Borcea","raw_affiliation_strings":["Department of Computer Sciences, New Jersey Institute of Technology, Newark, NJ"],"affiliations":[{"raw_affiliation_string":"Department of Computer Sciences, New Jersey Institute of Technology, Newark, NJ","institution_ids":["https://openalex.org/I118118575"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5100419293","display_name":"Yi Chen","orcid":"https://orcid.org/0000-0003-3669-1643"},"institutions":[{"id":"https://openalex.org/I118118575","display_name":"New Jersey Institute of Technology","ror":"https://ror.org/05e74xb87","country_code":"US","type":"education","lineage":["https://openalex.org/I118118575"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Yi Chen","raw_affiliation_strings":["College of Computing Sciences, New Jersey Institute of Technology, Newark, NJ","Martin Tuchman School of Management"],"affiliations":[{"raw_affiliation_string":"College of Computing Sciences, New Jersey Institute of Technology, Newark, NJ","institution_ids":["https://openalex.org/I118118575"]},{"raw_affiliation_string":"Martin Tuchman School of Management","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":5,"corresponding_author_ids":["https://openalex.org/A5100329462"],"corresponding_institution_ids":["https://openalex.org/I118118575"],"apc_list":null,"apc_paid":null,"fwci":3.3245,"has_fulltext":false,"cited_by_count":17,"citation_normalized_percentile":{"value":0.92596693,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":98},"biblio":{"volume":"29","issue":"9","first_page":"2012","last_page":"2025"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9987999796867371,"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"}},"topics":[{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9987999796867371,"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"}},{"id":"https://openalex.org/T10203","display_name":"Recommender Systems and Techniques","score":0.9979000091552734,"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":0.9958000183105469,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/scrolling","display_name":"Scrolling","score":0.8390846252441406},{"id":"https://openalex.org/keywords/display-advertising","display_name":"Display advertising","score":0.8107590079307556},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.7728986740112305},{"id":"https://openalex.org/keywords/probabilistic-logic","display_name":"Probabilistic logic","score":0.6792069673538208},{"id":"https://openalex.org/keywords/scroll","display_name":"Scroll","score":0.5752245187759399},{"id":"https://openalex.org/keywords/web-page","display_name":"Web page","score":0.5653449296951294},{"id":"https://openalex.org/keywords/impression","display_name":"Impression","score":0.4973132908344269},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.4817483425140381},{"id":"https://openalex.org/keywords/liberian-dollar","display_name":"Liberian dollar","score":0.45180854201316833},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.438018798828125},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.41531819105148315},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.2206522822380066},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.16527026891708374}],"concepts":[{"id":"https://openalex.org/C59046462","wikidata":"https://www.wikidata.org/wiki/Q181319","display_name":"Scrolling","level":2,"score":0.8390846252441406},{"id":"https://openalex.org/C2777999536","wikidata":"https://www.wikidata.org/wiki/Q2399498","display_name":"Display advertising","level":4,"score":0.8107590079307556},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.7728986740112305},{"id":"https://openalex.org/C49937458","wikidata":"https://www.wikidata.org/wiki/Q2599292","display_name":"Probabilistic logic","level":2,"score":0.6792069673538208},{"id":"https://openalex.org/C2781324535","wikidata":"https://www.wikidata.org/wiki/Q720106","display_name":"Scroll","level":2,"score":0.5752245187759399},{"id":"https://openalex.org/C21959979","wikidata":"https://www.wikidata.org/wiki/Q36774","display_name":"Web page","level":2,"score":0.5653449296951294},{"id":"https://openalex.org/C2776684213","wikidata":"https://www.wikidata.org/wiki/Q6007582","display_name":"Impression","level":2,"score":0.4973132908344269},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.4817483425140381},{"id":"https://openalex.org/C109168655","wikidata":"https://www.wikidata.org/wiki/Q242988","display_name":"Liberian dollar","level":2,"score":0.45180854201316833},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.438018798828125},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.41531819105148315},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.2206522822380066},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.16527026891708374},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.0},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.0},{"id":"https://openalex.org/C166957645","wikidata":"https://www.wikidata.org/wiki/Q23498","display_name":"Archaeology","level":1,"score":0.0},{"id":"https://openalex.org/C95457728","wikidata":"https://www.wikidata.org/wiki/Q309","display_name":"History","level":0,"score":0.0},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1109/tkde.2017.2705688","is_oa":false,"landing_page_url":"https://doi.org/10.1109/tkde.2017.2705688","pdf_url":null,"source":{"id":"https://openalex.org/S30698027","display_name":"IEEE Transactions on Knowledge and Data Engineering","issn_l":"1041-4347","issn":["1041-4347","1558-2191","2326-3865"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320439","host_organization_name":"IEEE Computer Society","host_organization_lineage":["https://openalex.org/P4310320439","https://openalex.org/P4310319808"],"host_organization_lineage_names":["IEEE Computer Society","Institute of Electrical and Electronics Engineers"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"IEEE Transactions on Knowledge and Data Engineering","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[{"display_name":"Industry, innovation and infrastructure","id":"https://metadata.un.org/sdg/9","score":0.5299999713897705}],"awards":[{"id":"https://openalex.org/G1939874854","display_name":null,"funder_award_id":"CNS 1409523","funder_id":"https://openalex.org/F4320306076","funder_display_name":"National Science Foundation"},{"id":"https://openalex.org/G2539859878","display_name":null,"funder_award_id":"IIS-1322406","funder_id":"https://openalex.org/F4320306076","funder_display_name":"National Science Foundation"},{"id":"https://openalex.org/G8857599506","display_name":null,"funder_award_id":"DGE 1565478","funder_id":"https://openalex.org/F4320306076","funder_display_name":"National Science Foundation"}],"funders":[{"id":"https://openalex.org/F4320306076","display_name":"National Science Foundation","ror":"https://ror.org/021nxhr62"},{"id":"https://openalex.org/F4320309327","display_name":"Google","ror":"https://ror.org/00njsd438"}],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":24,"referenced_works":["https://openalex.org/W1690919088","https://openalex.org/W1976517433","https://openalex.org/W1978118736","https://openalex.org/W1985759455","https://openalex.org/W1991010407","https://openalex.org/W1998808084","https://openalex.org/W2047192023","https://openalex.org/W2055299609","https://openalex.org/W2058124204","https://openalex.org/W2066243663","https://openalex.org/W2077124362","https://openalex.org/W2080440171","https://openalex.org/W2093217068","https://openalex.org/W2094222325","https://openalex.org/W2094286023","https://openalex.org/W2113719592","https://openalex.org/W2118978333","https://openalex.org/W2120660108","https://openalex.org/W2125771191","https://openalex.org/W2131131150","https://openalex.org/W2146949845","https://openalex.org/W2149822245","https://openalex.org/W2166237624","https://openalex.org/W2170847217"],"related_works":["https://openalex.org/W2131673291","https://openalex.org/W2130001076","https://openalex.org/W2332229024","https://openalex.org/W2110641362","https://openalex.org/W2357409599","https://openalex.org/W1817521336","https://openalex.org/W1977147292","https://openalex.org/W1580625999","https://openalex.org/W2137676413","https://openalex.org/W3123508906"],"abstract_inverted_index":{"Online":[0],"display":[1,41],"advertising":[2],"has":[3],"becomes":[4],"a":[5,36,68,93,143,147,151],"billion-dollar":[6],"industry,":[7],"and":[8],"it":[9,114],"keeps":[10],"growing.":[11],"Advertisers":[12,29],"attempt":[13],"to":[14,18,62,117],"send":[15],"marketing":[16],"messages":[17],"attract":[19],"potential":[20],"customers":[21],"via":[22],"graphic":[23],"banner":[24],"ads":[25,54,75,103],"on":[26,58,73,82],"publishers'":[27],"webpages.":[28],"are":[30,55,105],"charged":[31],"for":[32,92,102,142],"each":[33],"view":[34],"of":[35,52,71,121,137],"page":[37],"that":[38,48,76,104,133,157],"delivers":[39],"their":[40],"ads.":[42],"However,":[43],"recent":[44],"studies":[45],"have":[46],"discovered":[47],"more":[49],"than":[50],"half":[51],"the":[53,87,119,135,154],"never":[56],"shown":[57],"users'":[59],"screens":[60],"due":[61],"insufficient":[63],"scrolling.":[64],"Thus,":[65],"advertisers":[66],"waste":[67],"great":[69],"amount":[70],"money":[72],"these":[74],"do":[77],"not":[78],"bring":[79],"any":[80,138],"return":[81],"investment.":[83],"Given":[84],"this":[85,110],"situation,":[86],"Interactive":[88],"Advertising":[89],"Bureau":[90],"calls":[91],"shift":[94],"toward":[95],"charging":[96],"by":[97,107],"viewable":[98],"impression,":[99],"i.e.,":[100],"charge":[101],"viewed":[106],"users.":[108],"With":[109],"new":[111],"pricing":[112],"model,":[113],"is":[115],"helpful":[116],"predict":[118,134],"viewability":[120,136],"an":[122],"ad.":[123],"This":[124],"paper":[125],"proposes":[126],"two":[127],"probabilistic":[128],"latent":[129],"class":[130],"models":[131,159],"(PLC)":[132],"given":[139],"scroll":[140],"depth":[141],"user-page":[144],"pair.":[145],"Using":[146],"real-life":[148],"dataset":[149],"from":[150],"large":[152],"publisher,":[153],"experiments":[155],"demonstrate":[156],"our":[158],"outperform":[160],"comparison":[161],"systems.":[162]},"counts_by_year":[{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":4},{"year":2020,"cited_by_count":2},{"year":2019,"cited_by_count":3},{"year":2018,"cited_by_count":4}],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2025-10-10T00:00:00"}
