Audience Expansion for Online Social Network Advertising

摘要: Online social network advertising platforms, such as that provided by LinkedIn, generally allow marketers to specify targeting options so their ads appear a desired demographic. Audience Expansion is technique developed at LinkedIn simplify and identify new audiences with similar attributes the original target audience. We two methods achieve Expansion: campaign-agnostic expansion campaign-aware expansion. In this paper, we describe details of these methods, present in-depth analysis trade-offs, demonstrate hybrid strategy possesses combined strength both methods. Through large scale online experiments, show effectiveness proposed approach, result, benefits it brings whole marketplace including advertisers. The achieved can be characterized as: 1) simplified process increased reach for advertisers, 2) better utilization LinkedIn's inventory higher more efficient market participation.