Computational advertising and recommender systems

ABSTRACT

Computational advertising is an emerging scientific discipline, at the intersection of large scale search and text analysis, information retrieval, statistical modeling, machine learning, optimization, and microeconomics. The central challenge of computational advertising is to find the "best match" between a given user in a given context and a suitable advertisement. The context could be a user entering a query in a search engine ("sponsored search"), a user reading a web page ("content match" and "display ads"), a user conversing on a cell phone ("mobile advertising"), and so on. The information about the user can vary from scarily detailed to practically nil. The number of potential advertisements might be in the billions. Thus, depending on the definition of "best match" this challenge leads to a variety of massive optimization and search problems, with complicated constraints.

The main part of this talk will give an introduction to computational advertising and present some illustrative research. In the second part we will discuss connections to recommender systems and present a couple of open problems of potential interest to both communities.

INDEX TERMS

Primary Classification:
  H. Information Systems
  H.3 INFORMATION STORAGE AND RETRIEVAL
      H.3.m Miscellaneous

Additional Classification:
  H. Information Systems
  H.3 INFORMATION STORAGE AND RETRIEVAL
      H.3.5 On-line Information Services
          Subjects: Web-based services

General Terms:
Algorithms, Economics, Experimentation, Measurement

Keywords:
computational advertising, content match, recommender systems, sponsored search