{"id":"https://openalex.org/W2170847217","doi":"https://doi.org/10.1145/2339530.2339654","title":"Position-normalized click prediction in search advertising","display_name":"Position-normalized click prediction in search advertising","publication_year":2012,"publication_date":"2012-08-12","ids":{"openalex":"https://openalex.org/W2170847217","doi":"https://doi.org/10.1145/2339530.2339654","mag":"2170847217"},"language":"en","primary_location":{"id":"doi:10.1145/2339530.2339654","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2339530.2339654","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining","raw_type":"proceedings-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/A5100359095","display_name":"Ye Chen","orcid":"https://orcid.org/0000-0002-1080-7671"},"institutions":[{"id":"https://openalex.org/I1290206253","display_name":"Microsoft (United States)","ror":"https://ror.org/00d0nc645","country_code":"US","type":"company","lineage":["https://openalex.org/I1290206253"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Ye Chen","raw_affiliation_strings":["Microsoft Corporation, Mountain View, CA, USA"],"affiliations":[{"raw_affiliation_string":"Microsoft Corporation, Mountain View, CA, USA","institution_ids":["https://openalex.org/I1290206253"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5109035293","display_name":"Tak W. Yan","orcid":null},"institutions":[{"id":"https://openalex.org/I1290206253","display_name":"Microsoft (United States)","ror":"https://ror.org/00d0nc645","country_code":"US","type":"company","lineage":["https://openalex.org/I1290206253"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Tak W. Yan","raw_affiliation_strings":["Microsoft Corporation, Mountain View, CA, USA"],"affiliations":[{"raw_affiliation_string":"Microsoft Corporation, Mountain View, CA, USA","institution_ids":["https://openalex.org/I1290206253"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5100359095"],"corresponding_institution_ids":["https://openalex.org/I1290206253"],"apc_list":null,"apc_paid":null,"fwci":10.5173,"has_fulltext":false,"cited_by_count":51,"citation_normalized_percentile":{"value":0.97789888,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":99},"biblio":{"volume":null,"issue":null,"first_page":"795","last_page":"803"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9998999834060669,"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":0.9998999834060669,"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/T10609","display_name":"Digital Marketing and Social Media","score":0.9815999865531921,"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"}},{"id":"https://openalex.org/T10203","display_name":"Recommender Systems and Techniques","score":0.9793000221252441,"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"}}],"keywords":[{"id":"https://openalex.org/keywords/relevance","display_name":"Relevance (law)","score":0.7177842855453491},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.6980893015861511},{"id":"https://openalex.org/keywords/soundness","display_name":"Soundness","score":0.6837351322174072},{"id":"https://openalex.org/keywords/ranking","display_name":"Ranking (information retrieval)","score":0.6565672755241394},{"id":"https://openalex.org/keywords/click-through-rate","display_name":"Click-through rate","score":0.5270360112190247},{"id":"https://openalex.org/keywords/domain","display_name":"Domain (mathematical analysis)","score":0.5208414196968079},{"id":"https://openalex.org/keywords/probabilistic-logic","display_name":"Probabilistic logic","score":0.5002191066741943},{"id":"https://openalex.org/keywords/order","display_name":"Order (exchange)","score":0.4798259735107422},{"id":"https://openalex.org/keywords/position","display_name":"Position (finance)","score":0.47276002168655396},{"id":"https://openalex.org/keywords/information-retrieval","display_name":"Information retrieval","score":0.405320942401886},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.3349904417991638},{"id":"https://openalex.org/keywords/machine-learning","display_name":"Machine learning","score":0.32433444261550903},{"id":"https://openalex.org/keywords/mathematics","display_name":"Mathematics","score":0.18218639492988586}],"concepts":[{"id":"https://openalex.org/C158154518","wikidata":"https://www.wikidata.org/wiki/Q7310970","display_name":"Relevance (law)","level":2,"score":0.7177842855453491},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6980893015861511},{"id":"https://openalex.org/C39920170","wikidata":"https://www.wikidata.org/wiki/Q693083","display_name":"Soundness","level":2,"score":0.6837351322174072},{"id":"https://openalex.org/C189430467","wikidata":"https://www.wikidata.org/wiki/Q7293293","display_name":"Ranking (information retrieval)","level":2,"score":0.6565672755241394},{"id":"https://openalex.org/C115174607","wikidata":"https://www.wikidata.org/wiki/Q1100934","display_name":"Click-through rate","level":2,"score":0.5270360112190247},{"id":"https://openalex.org/C36503486","wikidata":"https://www.wikidata.org/wiki/Q11235244","display_name":"Domain (mathematical analysis)","level":2,"score":0.5208414196968079},{"id":"https://openalex.org/C49937458","wikidata":"https://www.wikidata.org/wiki/Q2599292","display_name":"Probabilistic logic","level":2,"score":0.5002191066741943},{"id":"https://openalex.org/C182306322","wikidata":"https://www.wikidata.org/wiki/Q1779371","display_name":"Order (exchange)","level":2,"score":0.4798259735107422},{"id":"https://openalex.org/C198082294","wikidata":"https://www.wikidata.org/wiki/Q3399648","display_name":"Position (finance)","level":2,"score":0.47276002168655396},{"id":"https://openalex.org/C23123220","wikidata":"https://www.wikidata.org/wiki/Q816826","display_name":"Information retrieval","level":1,"score":0.405320942401886},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.3349904417991638},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.32433444261550903},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.18218639492988586},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"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/C134306372","wikidata":"https://www.wikidata.org/wiki/Q7754","display_name":"Mathematical analysis","level":1,"score":0.0},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/2339530.2339654","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2339530.2339654","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":14,"referenced_works":["https://openalex.org/W1969415786","https://openalex.org/W1969675113","https://openalex.org/W1992549066","https://openalex.org/W2051015143","https://openalex.org/W2073880140","https://openalex.org/W2090883204","https://openalex.org/W2097533650","https://openalex.org/W2099213975","https://openalex.org/W2135029798","https://openalex.org/W2135096473","https://openalex.org/W2162979096","https://openalex.org/W2181790324","https://openalex.org/W2560674852","https://openalex.org/W3122305203"],"related_works":["https://openalex.org/W1511249877","https://openalex.org/W2466303427","https://openalex.org/W1578828174","https://openalex.org/W2000943029","https://openalex.org/W2950376466","https://openalex.org/W4302559785","https://openalex.org/W2150136235","https://openalex.org/W2053591227","https://openalex.org/W2041353081","https://openalex.org/W2581240705"],"abstract_inverted_index":{"Click-through":[0],"rate":[1],"(CTR)":[2],"prediction":[3,129],"plays":[4],"a":[5,74,79],"central":[6],"role":[7],"in":[8,19,35,61,97,125],"search":[9,114],"advertising.":[10],"One":[11],"needs":[12],"CTR":[13],"estimates":[14],"unbiased":[15],"by":[16,48,102],"positional":[17,49],"effect":[18],"order":[20],"for":[21],"ad":[22,31,70],"ranking,":[23],"allocation,":[24],"and":[25,87,95,111],"pricing":[26],"to":[27,55,83],"be":[28],"based":[29],"upon":[30],"relevance":[32],"or":[33],"quality":[34],"terms":[36],"of":[37,68,119],"click":[38,56],"propensity.":[39],"However,":[40],"the":[41,69,103,117,120],"observed":[42],"click-through":[43],"data":[44,115],"has":[45],"been":[46],"confounded":[47],"bias,":[50],"that":[51],"is,":[52],"users":[53],"tend":[54],"more":[57],"on":[58],"ads":[59],"shown":[60],"higher":[62],"positions":[63],"than":[64],"lower":[65],"ones,":[66],"regardless":[67],"relevance.":[71],"We":[72],"describe":[73],"probabilistic":[75],"factor":[76],"model":[77,92,122],"as":[78],"general":[80],"principled":[81],"approach":[82],"studying":[84],"these":[85],"exogenous":[86],"often":[88],"overwhelming":[89],"phenomena.":[90],"The":[91],"is":[93],"simple":[94],"linear":[96],"nature,":[98],"while":[99],"empirically":[100],"justified":[101],"advertising":[104],"domain.":[105],"Our":[106],"experimental":[107],"results":[108],"with":[109],"artificial":[110],"real-world":[112],"sponsored":[113],"show":[116],"soundness":[118],"underlying":[121],"assumption,":[123],"which":[124],"turn":[126],"yields":[127],"superior":[128],"accuracy.":[130]},"counts_by_year":[{"year":2023,"cited_by_count":2},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":5},{"year":2020,"cited_by_count":2},{"year":2019,"cited_by_count":4},{"year":2018,"cited_by_count":8},{"year":2017,"cited_by_count":9},{"year":2016,"cited_by_count":3},{"year":2015,"cited_by_count":5},{"year":2014,"cited_by_count":8},{"year":2013,"cited_by_count":4}],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2025-10-10T00:00:00"}
