NDLI: Combining Behavioral and Social Network Data for Online Advertising

Content Provider	IEEE Xplore Digital Library
Author	Bagherjeiran, A. Parekh, R.
Copyright Year	2008
Abstract	There are two main requirements for effective advertising in social networks. The first is that links in the social network are relevant to the targeted ads. The second is that social information can be easily incorporated with existing targeting methods to predict response rates. Our purpose in this paper is to investigate these requirements. We measure the relevance of a social network, the Yahoo! Instant Messenger graph, to classes of ads. We investigate the degree to which social network information complements existing user-profile information for targeting. We find that there is significant evidence in our social network of homophily, that links in the network indicate similar ad-relevant interests. We propose an ensemble classifier to combine existing user-only models with social network features to improve response predictions.
Starting Page	837
Ending Page	846
File Size	1264908
Page Count	10
File Format	PDF
ISBN	9780769535036
DOI	10.1109/ICDMW.2008.70
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2008-12-15
Publisher Place	Italy
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Information resources Social network services Conferences Predictive models Displays advertising Data mining History Learning systems social network viral marketing Advertising Web search
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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