%0 Journal Article
%T 基于特征关联模型的广告点击率预测<br>CTR prediction for online advertising based on a features conjunction model
%A 沈方瑶
%A 戴国骏
%A 代成雷
%A 郭鸿杰
%A 张桦
%J 清华大学学报（自然科学版）
%D 2018
%R 10.16511/j.cnki.qhdxxb.2018.26.021
%X 点击率（click-through rate，CTR）预测是互联网公司中重要的研究课题，预测结果与上下文、用户属性和广告属性息息相关，CTR的有效预测对提高广告公司的收入至关重要。该文在对传统逻辑回归（logistic regression，LR）模型的相关原理和参数优化算法介绍的基础上，抽离出用户特征和广告特征，将用户与广告之间特征的关联信息添加到Sigmoid函数中得到一种特征关联模型。与以往求解方法不同，该方法采用在线最优化算法FTRL（follow-the-regularized-leader）提高参数计算效率，采用混合正则化来防止训练过拟合。真实的广告数据集上的实验结果表明：该方法与传统的模型和方法相比具有更好的预测精度、效率、参数敏感性和可靠性。<br>Abstract：Click-through rate (CTR) predictions are important for internet companies. The CTR is closely related to the context, user attributes and advertising attributes, with effective CTR predictions essential for improving company revenue. The traditional LR model was optimized to predict the relationship between the user and advertiser characteristics for the CTR which were added to the Sigmoid function to obtain a new features conjunction model. The online optimization algorithm follow-the-regularized-leader (FTRL) was used to improve the efficiency of the parameter, and the mixed regularization was used to prevent over fitting. Tests on a real-world advertising dataset show that this method has better accuracy, efficiency, parameter sensitivity and reliability compared with previous algorithms.
%K 点击率预测
%K 特征关联
%K 在线最优化
%K 混合正则项
%K &lt
%K br&gt
%K click-through rate (CTR)
%K features conjunction
%K online optimization
%K mixed regularization
%U http://jst.tsinghuajournals.com/CN/Y2018/V58/I4/374