{"id":"https://openalex.org/W3166498172","doi":"https://doi.org/10.1145/3447548.3467175","title":"We Know What You Want: An Advertising Strategy Recommender System for Online Advertising","display_name":"We Know What You Want: An Advertising Strategy Recommender System for Online Advertising","publication_year":2021,"publication_date":"2021-08-13","ids":{"openalex":"https://openalex.org/W3166498172","doi":"https://doi.org/10.1145/3447548.3467175","mag":"3166498172"},"language":"en","primary_location":{"id":"doi:10.1145/3447548.3467175","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3447548.3467175","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 27th ACM SIGKDD Conference on Knowledge Discovery & Data Mining","raw_type":"proceedings-article"},"type":"conference-paper","indexed_in":["arxiv","crossref"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://arxiv.org/pdf/2105.14188","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":null,"display_name":"Liyi Guo","orcid":null},"institutions":[{"id":"https://openalex.org/I183067930","display_name":"Shanghai Jiao Tong University","ror":"https://ror.org/0220qvk04","country_code":"CN","type":"education","lineage":["https://openalex.org/I183067930"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Liyi Guo","raw_affiliation_strings":["Shanghai Jiao Tong University, Shanghai, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Shanghai Jiao Tong University, Shanghai, China","institution_ids":["https://openalex.org/I183067930"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Junqi Jin","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Junqi Jin","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Haoqi Zhang","orcid":null},"institutions":[{"id":"https://openalex.org/I183067930","display_name":"Shanghai Jiao Tong University","ror":"https://ror.org/0220qvk04","country_code":"CN","type":"education","lineage":["https://openalex.org/I183067930"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Haoqi Zhang","raw_affiliation_strings":["Shanghai Jiao Tong University, Shanghai, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Shanghai Jiao Tong University, Shanghai, China","institution_ids":["https://openalex.org/I183067930"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Zhenzhe Zheng","orcid":null},"institutions":[{"id":"https://openalex.org/I183067930","display_name":"Shanghai Jiao Tong University","ror":"https://ror.org/0220qvk04","country_code":"CN","type":"education","lineage":["https://openalex.org/I183067930"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Zhenzhe Zheng","raw_affiliation_strings":["Shanghai Jiao Tong University & Nanjing University, Shanghai, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Shanghai Jiao Tong University & Nanjing University, Shanghai, China","institution_ids":["https://openalex.org/I183067930"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Zhiye Yang","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Zhiye Yang","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Zhizhuang Xing","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Zhizhuang Xing","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Fei Pan","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Fei Pan","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Lvyin Niu","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Lvyin Niu","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Fan Wu","orcid":null},"institutions":[{"id":"https://openalex.org/I183067930","display_name":"Shanghai Jiao Tong University","ror":"https://ror.org/0220qvk04","country_code":"CN","type":"education","lineage":["https://openalex.org/I183067930"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Fan Wu","raw_affiliation_strings":["Shanghai Jiao Tong University, Shanghai, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Shanghai Jiao Tong University, Shanghai, China","institution_ids":["https://openalex.org/I183067930"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Haiyang Xu","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Haiyang Xu","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Chuan Yu","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Chuan Yu","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Yuning Jiang","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Yuning Jiang","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]},{"author_position":"last","author":{"id":null,"display_name":"Xiaoqiang Zhu","orcid":null},"institutions":[{"id":"https://openalex.org/I45928872","display_name":"Alibaba Group (China)","ror":"https://ror.org/00k642b80","country_code":"CN","type":"company","lineage":["https://openalex.org/I45928872"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Xiaoqiang Zhu","raw_affiliation_strings":["Alibaba Group, Beijing, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Alibaba Group, Beijing, China","institution_ids":["https://openalex.org/I45928872"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":12,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"2919","last_page":"2927"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10203","display_name":"Recommender Systems and Techniques","score":0.9995999932289124,"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":0.9995999932289124,"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/T12101","display_name":"Advanced Bandit Algorithms Research","score":0.9995999932289124,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.996999979019165,"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/recommender-system","display_name":"Recommender system","score":0.7504000067710876},{"id":"https://openalex.org/keywords/bidding","display_name":"Bidding","score":0.683899998664856},{"id":"https://openalex.org/keywords/online-advertising","display_name":"Online advertising","score":0.6568999886512756},{"id":"https://openalex.org/keywords/revenue","display_name":"Revenue","score":0.54830002784729},{"id":"https://openalex.org/keywords/search-advertising","display_name":"Search advertising","score":0.38690000772476196},{"id":"https://openalex.org/keywords/advertising-campaign","display_name":"Advertising campaign","score":0.37279999256134033},{"id":"https://openalex.org/keywords/native-advertising","display_name":"Native advertising","score":0.36649999022483826}],"concepts":[{"id":"https://openalex.org/C557471498","wikidata":"https://www.wikidata.org/wiki/Q554950","display_name":"Recommender system","level":2,"score":0.7504000067710876},{"id":"https://openalex.org/C9233905","wikidata":"https://www.wikidata.org/wiki/Q3276328","display_name":"Bidding","level":2,"score":0.683899998664856},{"id":"https://openalex.org/C512338625","wikidata":"https://www.wikidata.org/wiki/Q624902","display_name":"Online advertising","level":3,"score":0.6568999886512756},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6391000151634216},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5702999830245972},{"id":"https://openalex.org/C195487862","wikidata":"https://www.wikidata.org/wiki/Q850210","display_name":"Revenue","level":2,"score":0.54830002784729},{"id":"https://openalex.org/C187687199","wikidata":"https://www.wikidata.org/wiki/Q844880","display_name":"Search advertising","level":4,"score":0.38690000772476196},{"id":"https://openalex.org/C110350745","wikidata":"https://www.wikidata.org/wiki/Q1761818","display_name":"Advertising campaign","level":2,"score":0.37279999256134033},{"id":"https://openalex.org/C56408696","wikidata":"https://www.wikidata.org/wiki/Q6980087","display_name":"Native advertising","level":4,"score":0.36649999022483826},{"id":"https://openalex.org/C1525070","wikidata":"https://www.wikidata.org/wiki/Q2134714","display_name":"Real-time bidding","level":3,"score":0.35589998960494995},{"id":"https://openalex.org/C70133500","wikidata":"https://www.wikidata.org/wiki/Q1815904","display_name":"Contextual advertising","level":4,"score":0.31520000100135803},{"id":"https://openalex.org/C2777999536","wikidata":"https://www.wikidata.org/wiki/Q2399498","display_name":"Display advertising","level":4,"score":0.2897999882698059},{"id":"https://openalex.org/C2777459780","wikidata":"https://www.wikidata.org/wiki/Q1628411","display_name":"Targeted advertising","level":2,"score":0.27320000529289246},{"id":"https://openalex.org/C12718992","wikidata":"https://www.wikidata.org/wiki/Q4686766","display_name":"Advertising research","level":2,"score":0.2549999952316284},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.25270000100135803}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1145/3447548.3467175","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3447548.3467175","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 27th ACM SIGKDD Conference on Knowledge Discovery & Data Mining","raw_type":"proceedings-article"},{"id":"pmh:oai:arXiv.org:2105.14188","is_oa":true,"landing_page_url":"http://arxiv.org/abs/2105.14188","pdf_url":"https://arxiv.org/pdf/2105.14188","source":{"id":"https://openalex.org/S4306400194","display_name":"arXiv (Cornell University)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I205783295","host_organization_name":"Cornell University","host_organization_lineage":["https://openalex.org/I205783295"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"text"}],"best_oa_location":{"id":"pmh:oai:arXiv.org:2105.14188","is_oa":true,"landing_page_url":"http://arxiv.org/abs/2105.14188","pdf_url":"https://arxiv.org/pdf/2105.14188","source":{"id":"https://openalex.org/S4306400194","display_name":"arXiv (Cornell University)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I205783295","host_organization_name":"Cornell University","host_organization_lineage":["https://openalex.org/I205783295"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"text"},"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":31,"referenced_works":["https://openalex.org/W1530276735","https://openalex.org/W1735712825","https://openalex.org/W2030808931","https://openalex.org/W2039522160","https://openalex.org/W2042281163","https://openalex.org/W2088640816","https://openalex.org/W2108153239","https://openalex.org/W2111051539","https://openalex.org/W2112420033","https://openalex.org/W2145360759","https://openalex.org/W2149822245","https://openalex.org/W2159094788","https://openalex.org/W2160085520","https://openalex.org/W2290203315","https://openalex.org/W2475334473","https://openalex.org/W2512971201","https://openalex.org/W2562337727","https://openalex.org/W2604202871","https://openalex.org/W2604662567","https://openalex.org/W2723293840","https://openalex.org/W2743298179","https://openalex.org/W2770888277","https://openalex.org/W2783666221","https://openalex.org/W2788376840","https://openalex.org/W2808176988","https://openalex.org/W2945611146","https://openalex.org/W2948345531","https://openalex.org/W3068658482","https://openalex.org/W3123656117","https://openalex.org/W3124261657","https://openalex.org/W3124766564"],"related_works":[],"abstract_inverted_index":{"Advertising":[0],"expenditures":[1],"have":[2],"become":[3],"the":[4,28,35,45,51,58,63,85,89,93,110,138,143,157,163],"major":[5],"source":[6],"of":[7,22,38,73,95,125,167],"revenue":[8],"for":[9,16,34,98],"e-commerce":[10],"platforms.":[11],"Providing":[12],"good":[13],"advertising":[14,30,46,80,115,128],"experiences":[15],"advertisers":[17],"by":[18,107],"reducing":[19],"their":[20,123],"costs":[21],"trial":[23],"and":[24,55,88,118,141],"error":[25],"in":[26],"discovering":[27],"optimal":[29],"strategies":[31,60],"is":[32],"crucial":[33],"long-term":[36],"prosperity":[37],"online":[39,99,152],"advertising.":[40,100],"To":[41],"achieve":[42],"this":[43,66,104],"goal,":[44],"platform":[47],"needs":[48],"to":[49,61,135],"identify":[50],"advertiser's":[52],"optimization":[53,120],"objectives,":[54],"then":[56,119],"recommend":[57],"corresponding":[59],"fulfill":[62],"objectives.":[64],"In":[65],"work,":[67],"we":[68],"first":[69],"deploy":[70],"a":[71],"prototype":[72,105],"strategy":[74,96,164],"recommender":[75],"system":[76,106],"on":[77,150],"Taobao":[78,151],"display":[79],"platform,":[81],"which":[82],"indeed":[83],"increases":[84],"advertisers'":[86,111,139],"performance":[87,116],"platform's":[90],"revenue,":[91],"indicating":[92],"effectiveness":[94],"recommendation":[97,144],"We":[101,130],"further":[102],"augment":[103],"explicitly":[108],"learning":[109],"preferences":[112,140],"over":[113],"various":[114],"indicators":[117],"objectives":[121],"through":[122],"adoptions":[124],"different":[126],"recommending":[127],"strategies.":[129],"use":[131],"contextual":[132],"bandit":[133],"algorithms":[134,159],"efficiently":[136],"learn":[137],"maximize":[142],"adoption,":[145],"simultaneously.":[146],"Simulation":[147],"experiments":[148],"based":[149],"bidding":[153],"data":[154],"show":[155],"that":[156],"designed":[158],"can":[160],"effectively":[161],"optimize":[162],"adoption":[165],"rate":[166],"advertisers.":[168]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":5},{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":5}],"updated_date":"2026-07-14T23:27:15.235271","created_date":"2021-06-22T00:00:00"}