CTR prediction of internet ads using artificial organic networks

Silva J.; Varela N.; Cabrera D.; Lezama O.B.P. · Advances in Intelligent Systems and Computing (2021) · DOI: 10.1007/978-981-15-6876-3_38

Resumen

For advertising networks to increase their revenues, priority must be given to the most profitable ads. The most important factor in the profitability of an ad is the click-through-rate (CTR) which is the probability that a user will click on the ad on a Web page. To predict the CTR, a number of supervised rating models have been trained and their performance is compared to artificial organic networks (AON). The conclusion is that these networks are a good solution to predict the CTR of an ad. © Springer Nature Singapore Pte Ltd. 2021.

Instituciones: Universidad Peruana de Ciencias Aplicadas