{"id":"https://openalex.org/W2538944413","doi":"https://doi.org/10.1145/2983323.2983787","title":"A Probabilistic Multi-Touch Attribution Model for Online Advertising","display_name":"A Probabilistic Multi-Touch Attribution Model for Online Advertising","publication_year":2016,"publication_date":"2016-10-24","ids":{"openalex":"https://openalex.org/W2538944413","doi":"https://doi.org/10.1145/2983323.2983787","mag":"2538944413"},"language":"en","primary_location":{"id":"doi:10.1145/2983323.2983787","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2983323.2983787","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 25th ACM International on Conference on Information and Knowledge Management","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/A5063737797","display_name":"Wendi Ji","orcid":null},"institutions":[{"id":"https://openalex.org/I66867065","display_name":"East China Normal University","ror":"https://ror.org/02n96ep67","country_code":"CN","type":"education","lineage":["https://openalex.org/I66867065"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Wendi Ji","raw_affiliation_strings":["East China Normal University, Shanghai, China"],"affiliations":[{"raw_affiliation_string":"East China Normal University, Shanghai, China","institution_ids":["https://openalex.org/I66867065"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5100344628","display_name":"Xiaoling Wang","orcid":"https://orcid.org/0000-0002-4594-6946"},"institutions":[{"id":"https://openalex.org/I66867065","display_name":"East China Normal University","ror":"https://ror.org/02n96ep67","country_code":"CN","type":"education","lineage":["https://openalex.org/I66867065"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Xiaoling Wang","raw_affiliation_strings":["East China Normal University, Shanghai, China"],"affiliations":[{"raw_affiliation_string":"East China Normal University, Shanghai, China","institution_ids":["https://openalex.org/I66867065"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5015784640","display_name":"Dell Zhang","orcid":"https://orcid.org/0000-0002-8774-3725"},"institutions":[{"id":"https://openalex.org/I98259816","display_name":"Birkbeck, University of London","ror":"https://ror.org/02mb95055","country_code":"GB","type":"education","lineage":["https://openalex.org/I124357947","https://openalex.org/I98259816"]}],"countries":["GB"],"is_corresponding":false,"raw_author_name":"Dell Zhang","raw_affiliation_strings":["Birkbeck, University of London, London, United Kingdom"],"affiliations":[{"raw_affiliation_string":"Birkbeck, University of London, London, United Kingdom","institution_ids":["https://openalex.org/I98259816"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5063737797"],"corresponding_institution_ids":["https://openalex.org/I66867065"],"apc_list":null,"apc_paid":null,"fwci":5.9441,"has_fulltext":false,"cited_by_count":29,"citation_normalized_percentile":{"value":0.95651486,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":98},"biblio":{"volume":null,"issue":null,"first_page":"1373","last_page":"1382"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9997000098228455,"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":0.9997000098228455,"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":0.996399998664856,"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":0.9908000230789185,"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/computer-science","display_name":"Computer science","score":0.7286093235015869},{"id":"https://openalex.org/keywords/probabilistic-logic","display_name":"Probabilistic logic","score":0.6782957315444946},{"id":"https://openalex.org/keywords/attribution","display_name":"Attribution","score":0.6516079902648926},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.536097526550293},{"id":"https://openalex.org/keywords/weibull-distribution","display_name":"Weibull distribution","score":0.5069215893745422},{"id":"https://openalex.org/keywords/advertising-campaign","display_name":"Advertising campaign","score":0.43783944845199585},{"id":"https://openalex.org/keywords/click-through-rate","display_name":"Click-through rate","score":0.42036139965057373},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.326401025056839},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.31301581859588623},{"id":"https://openalex.org/keywords/information-retrieval","display_name":"Information retrieval","score":0.2840338349342346},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.19710540771484375},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.18297019600868225},{"id":"https://openalex.org/keywords/mathematics","display_name":"Mathematics","score":0.11046186089515686},{"id":"https://openalex.org/keywords/statistics","display_name":"Statistics","score":0.08856353163719177},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.08804211020469666}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.7286093235015869},{"id":"https://openalex.org/C49937458","wikidata":"https://www.wikidata.org/wiki/Q2599292","display_name":"Probabilistic logic","level":2,"score":0.6782957315444946},{"id":"https://openalex.org/C143299363","wikidata":"https://www.wikidata.org/wiki/Q900584","display_name":"Attribution","level":2,"score":0.6516079902648926},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.536097526550293},{"id":"https://openalex.org/C173291955","wikidata":"https://www.wikidata.org/wiki/Q732332","display_name":"Weibull distribution","level":2,"score":0.5069215893745422},{"id":"https://openalex.org/C110350745","wikidata":"https://www.wikidata.org/wiki/Q1761818","display_name":"Advertising campaign","level":2,"score":0.43783944845199585},{"id":"https://openalex.org/C115174607","wikidata":"https://www.wikidata.org/wiki/Q1100934","display_name":"Click-through rate","level":2,"score":0.42036139965057373},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.326401025056839},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.31301581859588623},{"id":"https://openalex.org/C23123220","wikidata":"https://www.wikidata.org/wiki/Q816826","display_name":"Information retrieval","level":1,"score":0.2840338349342346},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.19710540771484375},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.18297019600868225},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.11046186089515686},{"id":"https://openalex.org/C105795698","wikidata":"https://www.wikidata.org/wiki/Q12483","display_name":"Statistics","level":1,"score":0.08856353163719177},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.08804211020469666},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.0},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1145/2983323.2983787","is_oa":false,"landing_page_url":"https://doi.org/10.1145/2983323.2983787","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 25th ACM International on Conference on Information and Knowledge Management","raw_type":"proceedings-article"},{"id":"pmh:oai:eprints.bbk.ac.uk.oai2:16166","is_oa":false,"landing_page_url":null,"pdf_url":null,"source":{"id":"https://openalex.org/S4306400466","display_name":"BIROn (Birkbeck, University of London)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I98259816","host_organization_name":"Birkbeck, University of London","host_organization_lineage":["https://openalex.org/I98259816"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"acceptedVersion","is_accepted":true,"is_published":false,"raw_source_name":null,"raw_type":"PeerReviewed"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":22,"referenced_works":["https://openalex.org/W1601440473","https://openalex.org/W1964621773","https://openalex.org/W1967393062","https://openalex.org/W2001971142","https://openalex.org/W2010631330","https://openalex.org/W2011256240","https://openalex.org/W2015290529","https://openalex.org/W2021866613","https://openalex.org/W2023642027","https://openalex.org/W2027839911","https://openalex.org/W2047995569","https://openalex.org/W2060167306","https://openalex.org/W2061303007","https://openalex.org/W2115278118","https://openalex.org/W2139921829","https://openalex.org/W2152815940","https://openalex.org/W2797988717","https://openalex.org/W3007327886","https://openalex.org/W3124849816","https://openalex.org/W4285719527","https://openalex.org/W4297938578","https://openalex.org/W6750250465"],"related_works":["https://openalex.org/W3121555120","https://openalex.org/W4286419063","https://openalex.org/W2162862818","https://openalex.org/W2121589321","https://openalex.org/W1987890094","https://openalex.org/W2569429894","https://openalex.org/W2605857815","https://openalex.org/W2101949473","https://openalex.org/W1543809648","https://openalex.org/W2996684745"],"abstract_inverted_index":{"It":[0,98],"is":[1,114,135],"an":[2,95],"important":[3],"problem":[4],"in":[5,119],"computational":[6],"advertising":[7,14,29],"to":[8,25,77,90,116],"study":[9],"the":[10,23,57,67,74,79,85,92,142,150],"effects":[11],"of":[12,88,94,145,152],"different":[13],"channels":[15],"upon":[16],"user":[17,58],"conversions,":[18],"as":[19],"advertisers":[20],"can":[21],"use":[22,73,84],"discoveries":[24],"plan":[26],"or":[27,54],"optimize":[28],"campaigns.":[30],"In":[31],"this":[32,133],"paper,":[33],"we":[34,72],"propose":[35],"a":[36,106,127],"novel":[37],"Probabilistic":[38],"Multi-Touch":[39],"Attribution":[40],"(PMTA)":[41],"model":[42,113],"which":[43,49],"takes":[44],"into":[45],"account":[46],"not":[47,141],"only":[48],"ads":[50,138],"have":[51],"been":[52,100],"viewed":[53,154],"clicked":[55],"by":[56,102],"but":[59,148],"also":[60],"when":[61],"each":[62],"such":[63],"interaction":[64],"occurred.":[65],"Borrowing":[66],"techniques":[68],"from":[69,132],"survival":[70],"analysis,":[71],"Weibull":[75],"distribution":[76],"describe":[78],"observed":[80],"conversion":[81,89,121],"delay":[82],"and":[83,123],"hazard":[86],"rate":[87],"measure":[91],"influence":[93],"ad":[96],"exposure.":[97],"has":[99],"shown":[101],"extensive":[103],"experiments":[104],"on":[105],"large":[107],"real-world":[108],"dataset":[109,134],"that":[110,136],"our":[111],"proposed":[112],"superior":[115],"state-of-the-art":[117],"methods":[118],"both":[120],"prediction":[122],"attribution":[124],"analysis.":[125],"Furthermore,":[126],"surprising":[128],"research":[129],"finding":[130],"obtained":[131],"search":[137],"are":[139],"often":[140],"root":[143],"cause":[144],"final":[146],"conversions":[147],"just":[149],"consequence":[151],"previously":[153],"ads.":[155]},"counts_by_year":[{"year":2025,"cited_by_count":3},{"year":2024,"cited_by_count":5},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":1},{"year":2020,"cited_by_count":5},{"year":2019,"cited_by_count":2},{"year":2018,"cited_by_count":5},{"year":2017,"cited_by_count":4}],"updated_date":"2026-04-04T16:13:02.066488","created_date":"2025-10-10T00:00:00"}