Identifying Non-Intentional Ad Traffic on the Demand-Side in Display Advertising

Duy An Ha, Thi Thanh An Nguyen, Wen Yuan Zhu, Shyan Ming Yuan

研究成果: Conference contribution同行評審

1 引文 斯高帕斯(Scopus)

摘要

The ad traffic from fraudulent or invalid activities costs advertisers a significant proportion of their ad spending. For advertisers, the ad traffic from fraudulent or invalid activities is non-intentional, and this non-intentional ad traffic should not be considered for ad delivery. In this paper, we would like to safeguard the interests of advertisers by identifying the non-intentional ad traffic from the perspective of the Demand-Side Platform (DSP), which serves the advertisers by managing their advertising budget and delivering ads to the right audience in display advertising. Then, DSPs could filter out the identified non-intentional ad traffic to avoid ad spending on and ad delivery of this traffic. To identify the non-intentional ad traffic, our approach is based on Positive-Unlabeled (PU) learning. In particular, we first extract the features which represent the corresponding access behavior, and label the partial non-intentional ad traffic instances we confirmed. Then, given the labeled non-intentional ad traffic instances and the unlabeled ad traffic instances, we build a model to infer the degree of non-intention for each incoming ad request based on our feature space. Our experimental results show that our approach outperforms the baselines on various metrics on one real dataset.

原文English
主出版物標題Proceedings - 2021 International Conference on Technologies and Applications of Artificial Intelligence, TAAI 2021
發行者Institute of Electrical and Electronics Engineers Inc.
頁面66-71
頁數6
ISBN(電子)9781665408257
DOIs
出版狀態Published - 2021
事件26th International Conference on Technologies and Applications of Artificial Intelligence, TAAI 2021 - Taichung, Taiwan
持續時間: 18 11月 202120 11月 2021

出版系列

名字Proceedings - 2021 International Conference on Technologies and Applications of Artificial Intelligence, TAAI 2021

Conference

Conference26th International Conference on Technologies and Applications of Artificial Intelligence, TAAI 2021
國家/地區Taiwan
城市Taichung
期間18/11/2120/11/21

指紋

深入研究「Identifying Non-Intentional Ad Traffic on the Demand-Side in Display Advertising」主題。共同形成了獨特的指紋。

引用此