Incremental update of long-term and short-term user profile scores in a behavioral targeting system
作者： Hongfeng Yin , Christina Yip Chung , Joshua M. Koran , Long-Ji Lin , Abbinav Gupta
DOI:
关键词: Dimension (data warehouse) 、 Behavioral targeting 、 Direct response 、 Term (time) 、 Information retrieval 、 Ad serving 、 Engineering 、 Event (computing) 、 User profile 、 Data mining
摘要: A behavioral targeting system determines user profiles from online activity. The includes a plurality of models that define parameters for determining profile score. Event information, which comprises on-line activity the user, is received at an entity. To generate score, model selected. recency, intensity and frequency dimension parameters. generates score target objective, such as brand advertising or direct response advertising. are applied to in category. has application use ad serving users.
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